New Ram CEO rallies dealers

Fred Diaz, President and CEO of the new Ram brand, sent a communique to dealers outlining what’s happening as the new brand is introduced.

In his letter, Diaz noted the Ram 1500 pickup, which has earned more awards than any other full-size pickup on the market today, is being positioned to be highly price-competitive in the market. Diaz also noted the new Heavy-Duty Ram 2500/3500 pickups are on their way to dealers and the 4500/5500 Class 5 chassis cabs are coming next spring.

Chrysler has put together a strong media package to roll out the brand and increase awareness. The new “My name is Ram” ad, one of the best image ads Chrysler has produced in years, began running last night and the promotion will continue through traditional media, including print, and online.

Diaz’s letter, dated November 4, was timed to coincide with the presentation of Chrysler’s five-year plan and answer some dealer questions about factory support.