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Fred Diaz: Ram staying part of Dodge

by David Zatz on

Fred Diaz, head of the Ram brand, told Allpar today that the Ram brand would remain officially a part of Dodge, using the Dodge VIN code, and would always have the Dodge emblem inside and outside the cars. More of the interview will appear tomorrow on He reiterated the need to separate the trucks from the cars, because the new Dodge brand attributes of “hip, cool, young, and energetic” would not fit campaigns for truck buyers, and the cars and trucks will be marketed with different themes. He praised Sam Elliott’s voice overs in the Ram commercials, while noting that Elliott wouldn’t work in a Dodge campaign (where the “voice of Dexter” has been praised).

Diaz also said that the “lifestyle Dakota” would be under the Ram brand; “if it has a bed, it’s a Ram.” More from the interview, including a discussion of the Class 4 and 5 trucks, possible Class A trucks, and the Dakota, will be published at allpar tomorrow.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304

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