Ram Boss "Eagerly" Seeks a More Compact Pickup

Ram's new mid-size truck aims to attract buyers away from its rivals, the Tacoma and Ranger.

  • Ram is missing out by not competing with Toyota, Ford, and GM in mid-size trucks.
  • Overseas buyers enjoy compact Ram trucks, while the U.S. market waits for its turn.
  • In 2024, Chrysler CEO Chris Feuell promised new truck details will be revealed soon.

The boss at Ram has made it clear—he “desperately” wants a smaller pickup truck in the lineup to better compete with rivals like Toyota and Ford. While rumors about Ram entering the mid-size truck market in the US have been circulating for what feels like ages, the brand has yet to make a move, leaving American buyers to watch smaller Ram trucks launch overseas while the domestic market gets left in the dust.

While recently speaking with Road & Track, Tim Kuniskis—who, after a six-month retirement, returned to lead Ram just a week after Stellantis CEO Carlos Tavares stepped down—noted that there’s a clear market for a new, small pickup. He even went so far as to call it disingenuous for a truck brand not to offer a compact or mid-size option.

“I Yearn for It Intensely”

"I believe there's potential for us to expand further in the sub-$55,000 market segment, especially since I used to own the Ram Classic but no longer have it," he mentioned. "I'm working on some exciting projects with Tradesmans and Warlocks, among others, but I realize I need to enhance our offerings in that area. A mid-size truck is definitely on my list."

Kuniskis emphasized, “We identify as a truck brand, yet we lack both compact and mid-size options. It feels somewhat misleading to label us strictly as a truck brand, doesn’t it? So, I definitely see the need for these types of vehicles. I want them, I need them. While I can't promise that they will be available in six months, I truly have a strong desire for it, and there is a demand out there.”

Kuniskis added that Toyota sells over 200,000 Tacomas a year, Ford is “doing close to 200,000 between the Maverick and the Ranger,” and “GM’s doing around 140,000 between GMC and Chevy.”

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Ram 1500

Support from the Highest Level

Kuniskis is in a favorable position, thanks to the support of Chrysler CEO Chris Feuell. In November, Feuell announced that a smaller pickup “will be brought to market” and revealed that a platform has already been selected for it. However, it remains uncertain whether this vehicle will be a mid-size model aimed at competing with the Ford Ranger, Toyota Tacoma, Chevrolet Colorado, and GMC Canyon, or if it will be a smaller unibody truck designed to take on the Hyundai Santa Cruz and Ford Maverick.

Nonetheless, the forthcoming compact Ram truck is expected to be manufactured at the Belvidere Assembly Plant in Illinois, previously known for producing the Jeep Cherokee. This pickup is anticipated to be available in international markets as well, not solely within the United States.

Insights from History (and Abroad)

While Ram has done without a mid-size pickup in the US since the Dakota, it does sell models like the Rampage in South America, which uses the same unibody platform as the Jeep Compass and Commander. Ram also sells the 1200, which is built on a ladder-frame chassis and is a rebadged version of the Fiat Titano and Peugeot Landtrek, both of which are based on the Chinese Kaicene F70 and Changan pickups.

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Ram Rampage