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Brand RAMifications. Image by Dodge.

Brand RAMifications
Chrysler has announced that it is separating the RAM brand from Dodge to clearly mark out the two companies.
<< earlier Dodge article     later Dodge article >>

 


News homepage -> Dodge news

Chrysler took the opportunity at the LA Auto Show to announce that it's splitting the RAM pick-up range from the Dodge brand. This means RAM will become a badge in its own right rather than just the generic name given to Chrysler's full-fat pick-ups.

To underline the split, RAM appeared at the LA show with its own stand and a separate entourage of staff. However, parent company Chrysler is quick to point out that both Dodge and RAM remain very firmly in the family fold, but simply as two distinct brands. The move is thought to have been prompted by Fiat - which now has control of Chrysler - in a bid to create clear air between Dodge's car and SUV ranges and the heavyweight RAM models that are popular with commercial customers in the USA.

RAM will be led by Fred Diaz, who said the two brands will continue to share technology and design costs. Fiat boss Sergio Marchionne said: "The reorganisation allows us to protect and develop both brands and let them show their unique characters."

The line-up of RAM pick-ups is one of the most popular in the USA. Two- and four-door pick-ups make up the range, using a 3.7-litre V6 and 4.7-litre V8 engine, as well as a mix of two- and four-wheel drive models. There's also a 390bhp 5.7-litre V8 for the top spec Sport and Laramie models.

A Dodge spokesperson at the LA show said that Dodge models sold in the UK will be unaffected by the division of the two brands in the US. The Caliber, Nitro, Avenger and Journey models will remain part of the Dodge portfolio in the USA and will continue with Dodge badges in the UK and the rest of Europe.

Alisdair Suttie - 2 Dec 2009








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