New ads to feature “Guts. Glory. Ram.”

Taking a page from the Old West, Ram Truck’s new national advertising campaign is built around the brand’s new tagline: “Guts. Glory. Ram.”

“The Ram Truck brand has always had the guts to perform and innovate – today, it continues to live by those rules and conducts,” said Olivier Francois, head of marketing for Chrysler Group. “The brand’s outstanding craftsmanship and beliefs are delivered in this campaign by using the rustic ‘Old West’ as the perfect juxtaposition of past and present American values; a time when hard working and well-crafted man-made machines were a must.”

“The advertising campaign for the Ram Truck brand is grounded in the fundamental principles of truth, honesty and integrity, which reflects the hardworking values of our customers,” said Fred Diaz, CEO of the Ram Truck Brand and Chrysler de Mexico. “The new tagline ‘Guts. Glory. Ram.’ pays homage to the history of Ram Truck Brand and represents the hard work and dedication placed in the design, engineering and production of each and every Ram truck.”

“Chrysler Group consistently looks at demonstrating each brand and its vehicle capabilities in a unique and entertaining manner to capture viewer attention and increase brand awareness,” said Francois. “In the case of Ram Truck, the objective is to tell the story of the truck’s superior capabilities and benefits.”

Television: Every element of the TV ads was selected to convey the authenticity of the era. Throughout the campaign Ram is positioned as the cowboy’s faithful companion. All of the following television spots can be seen at or

“Code of the West” – Featuring the entire brand lineup and setting the theme for the entire Ram Truck campaign, Code of the West was designed to reinforce owner pride as well as brand consideration. Refreshingly different, this TV spot entices the viewer to see the Ram Truck brand in a new way.

“Cummins Standoff” – Highlighting the heavy-duty heritage of the proven Cummins engine, this 30-second spot takes the viewer right into Ram Truck’s Western world to convey the proven nature of the Cummins engine.

“RamBox Locking” – What does one do when the bad guys roll into town? Warn the town, protect the family, hide away in a secret place and store the valuables – and, there is no better place for the town’s courageous blacksmith to stow his precious tools than in his lockable and waterproof RamBox.

“Letterpress” – Filmed from inside an actual letterpress, mechanics and precision are conveyed as the application of letters and ink are styled and forged with strength and set with great attention to detail – a similar process that stirs inside the soul of Ram.

AMP version.

All cars at AllparTrucksUpcomingRepairsReviewsEngines

[No ad here today]

Rendering the Grand Cherokee

DarkSky envisioned a somewhat Range Rover-influenced 2018 Jeep Grand Cherokee, keeping roughly the same body shape but altering the front. This design makes the front end both more conventional and more aggressive, while separating it from the Cherokee and Compass alike.

This goes along, somewhat, with the photos recently seen on a Jeep display, assumed by many to be a Wagoneer — but most likely, a styling direction not taken for the current generation Grand Cherokees.

Read the full story: Rendering the Grand Cherokee  »

Where are Wranglers sold?

2015 Jeep Wrangler Altitude

The Jeep Wrangler is an American staple, but it’s sold around the world. Recently, as part of a recall, FCA revealed the sales distribution of the 2016-17 Wrangler.

The great bulk of vehicles — 182,743 — were sold or distributed to the United States. Around 10% of those, 18,011, were in Canada. Accounting for around 20% of the Canadian number were 3,087 in Mexico. Finally, 20,948 were sold outside North America — a bit over 10%.

Read the full story: Where are Wranglers sold?  »

Which Rams and Jeeps will we see?

The last few days have brought numerous photos to the fore; but which will we see?

The big truck-based Wagoneer, so far as it’s based on the photos above, seems least likely, at least in that form. Looking at it after the two images were set to the same scale, you can see that the “new Jeep” is likely a design study for the Grand Cherokee — either the next or current generation.

Read the full story: Which Rams and Jeeps will we see?  »

The Renegade-influenced Wrangler

Reddit member “arcsreddit” recently shared this photo of a Renegade-fronted Jeep Wrangler was photographed, in part-size clay-model form (which looks incredibly real).  While it’s hard to criticize on its appearance, it could send the wrong message — that the Wrangler has been “Renegaded” and lost capability.

Sources have told us that the next Wrangler will be as capable as the current one, if not more so;

Read the full story: The Renegade-influenced Wrangler  »

Could we see a Chrysler SUV?

Chrysler SUV

With the Warren plant soon to be emptied of mainstream Ram production, FCA will be able to create derivatives of the popular pickups without fear of disrupting production. The question is, will they do it? If so, what will we see?

There has already been some speculation about whether the Jeep Grand Wagoneer would be based on the Grand Cherokee, as statements from Mike Manley would lead us to believe,

Read the full story: Could we see a Chrysler SUV?  »

Rendering the Grand Cherokee
2015 Jeep Wrangler Altitude
Where are Wranglers sold?

Which Rams and Jeeps will we see?

The Renegade-influenced Wrangler

All Mopar Car and Truck News

FCA at the Eiffels

Car photography

Chrysler: Port Melbourne

Popular News

The next Jeep Compass is official

RallyCat: 707 hp mudder

Allpar by car:

Staff details/contactsTerms of ServiceInformation is presented to the best of our knowledge. Plans change and sometimes mistakes are made. Decisions or purchases made based on this site's verbiage or images are done at the reader's own risk. Also see the Allpar News archives, 1997-2008 • Copyright © 2008-2016, Allpar LLC. All rights reserved. • Mopar, Dodge, Jeep, Chrysler, HEMI, and certain other names are trademarks of Fiat Chrysler Automobiles.