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New Ram CEO rallies dealers

by Bill Cawthon on

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.

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.

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