At the Detroit Auto Show, Ram CEO Tim Kuniskis has suggested the addition of a mid-size truck to the brand’s line-up.
Kuniskis has highlighted the importance of bolstering the brand’s lower-cost options.
“We’re a truck brand and we don’t have a compact, we don’t have a mid-size. I think we can grow more in our sub-$55,000 price point. I need a mid-size truck for sure.”
Recently ‘un-retired’ to revitalise Ram, Kuniskis points the success that competitive brands have had in the mid-size and compact truck segments. Those represent a massive number of potential conquest customers for Stellantis, if it can solidify its position.
“If I look at Toyota, they’re doing over 200,000 Tacomas a year. Ford’s doing close to 200,000 between the Maverick and Ranger. GM’s doing around 140,000 between GMC and Chevy. There’s a clear, obvious market there that I want to go after, ‘plus business’ for Ram dealers that they haven’t had since Dakota.”
Ram has production issues to resolve this year, with US stocks of many of its pickups only sufficient to meet a fortnight’s demand.