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In the 2013 model year, Ram trucks are now designated as being the Ram brand, rather than Dodge, in the VIN. The change was made possible by changes in the VIN code structure; the manufacturer now has one slot, while the brand is in another along with the marketing name and other information. For Chrysler, the fifth slot of the VIN holds the letter C(hrysler), D(odge), F(iat), J(eep), or R(am). SRT, while considered a brand, remains within C, D, or J. Ram brand was separated from Dodge to emphasize the trucks’ commercial applications and to prepare for an onslaught of serious commercial vehicles, including vans adapted from Fiat designs. When the Cargo Van was moved from Dodge to Ram, numerous changes were made to make it more useful for businesses; the Ram Cargo Van has been increasing somewhat in popularity, though it has yet to come close to Transit Connect’s..

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MoparNorm said:
Bad idea... ;)




Worse then bad idea.

Feels like my 30 +years of history with Dodge trucks means nothing.

I guess I'm free of the idea of a new ram. This one little detail, so unimportant, just tiped my decision.....to keep my old Dodge Cummins. Was very seriously considering a 1500 diesel......

Norm, I do not need to be a Jeeper to understand your fear for Jeep.
 

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dyslexic teddybear said:
Worse then bad idea.

Feels like my 30 +years of history with Dodge trucks means nothing.

I guess I'm free of the idea of a new ram. This one little detail, so unimportant, just tiped my decision.....to keep my old Dodge Cummins. Was very seriously considering a 1500 diesel......

Norm, I do not need to be a Jeeper to understand your fear for Jeep.
I agree it is pretty stupid to turn Ram into its own brand, but I wouldn't not buy one over it, but that's just me. They probably want to separate out the various brands, so that there can be standalone Ram dealerships that sell and service commercial trucks and vans to businesses, perhaps. Seems like this is a waste of resources when there are plenty of Chrysler/Dodge/Jeep dealerships that can do this. This will irritate these CDJ dealerships, no doubt.

Fargo trucks were a standalone brand of trucks sold mostly in Canada, but they were identical to Dodge trucks.

I like the new Ram Promaster cargo/commercial van. I wonder if these will make their way to consumers who want something bigger than the Caravan/Town and Country.
 

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I for one think that being able to franchise a Ram dealership would be a great thing - if I was say a Hyundai or Kia dealership and wanted a truck like to sell, I'd jump at the chance to add Ram to my offerings.

I can see where those that have a longtime emotional tie to the whole "Dodge Trucks" brand feel lost or betrayed. I don't think that "now that Ram is Ram and not even a Dodge by the thin connection of a VIN number means I'll never buy a Ram truck" is much of a solution itself, but everyone deals with loss in a different way.
 

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I guess I'm weird... Would there be a problem launching RAM as a commercial truck, but keeping class 1-3 trucks as Dodge Rams, and even possibly selling them through RAM commercial dealers as chassis-cabs?
 

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The whole thing doesn't set well with me. Dodge has quite a bit of good street 'cred' with pickup truck buyers overall starting with the 1994 Dodge 'Ram'. Plus not all Rams are not pickups i.e. the Durango and Cargo Van AKA 'Dodge Caravan' sans windows.
 

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Not so PO that I would buy something else if I really need a replacement.

I have the shop/tools to do basic repairs, so new/warranty mean less to me then to others. Personally, like the style of Dodge trucks over Ram.....no reason to trade there.

Been going over the numbers, and a 1500 diesel looked promising, increased MPG VS increased costs. Timing looked good, 18-24 months out, I would likely be a customer.

Not now. As the numbers only slightly were in the Rams favor....I'm just looking to go in a different direction.

Personally.....

I just can not think of a valid reason to remove the Dodge name. I'm with Norm. Management is clueless as to what branding means. If they want to go into commercial....there's a history to build from. The original Power Wagon.....mid-ranges, and one of the most valuable class 8s[check out a Bighorn] A real one, not the trim package.

Does anyone honestly think people will NOT buy a Ram if it had a small Dodge on it?
 

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They could just call the commercial division -- Dodge Ram Commercial. I did once see a standalone Ford commercial dealership up in Cleveland about 5 years ago. They had light duty and mid duty trucks, vans, chassis-cabs, RV's, minivan cargo vans, and probably Transit Connects by now.
 

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Some may have missed this from about a month ago...
Ram Truck Brand said:
Ram Truck Launches New Ram Commercial Truck Division
Ram Commercial offers full line of industrial-strength trucks built for workers and businesses to provide maximum capability and productivity while delivering low total cost of ownership
Ram Commercial incorporates a dedicated team including sales, marketing, product development and world-class customer support
Ram Commercial offers exclusive pre- and post-sale solutions with BusinessLink and On the Job customer service programs

November 28, 2012 , Auburn Hills, Mich. -
Ram Truck is launching a new division to focus on commercial truck development, sales and support in a growing market. Embodied by the Tradesman trim level available on all models, the new Ram Commercial organization offers a full line of industrial-strength trucks and vans.
The new Ram Commercial division integrates a growing network of Ram BusinessLink dealers focused on the needs of commercial customers. Ram Commercial also will help offset the cost of doing business with On The Job incentives, specifically designed to lower the expense of commercial upfits. Both programs address professional needs for every job.
Timing of Ram Commercial launch aligns with the upcoming launch of the all-new Ram ProMaster and positive commercial demand. With the entire auto industry growing by two million units year over year in 2012, and further growth expected in 2013, commercial business will be key as it represents about one quarter of the total volume.

“Ram Truck is committed to delivering the best value proposition with low total cost of ownership across the entire product line up. From the Ram 5500 Chassis Cab to the Ram C/V, we’re providing best-in-class capability and technology,” said Fred Diaz, President and CEO, Ram Truck Brand and Chrysler de Mexico — Chrysler Group LLC. “We’ve not only taken steps to expand and improve our product offerings but created and built upon customer service solutions, following through with BusinessLink and On the Job programs for customers who use their truck as a critical tool for business.”
Ram Commercial targets countless businesses in a variety of industries, including service and repairs, construction, transportation/shipping, large-medium-small businesses and agriculture. The economy has incurred pent up demand to replace aging commercial fleets and vehicles that are no longer offered in the market. This has created opportunity and Ram Commercial will be there with a variety of capable and efficient vehicles.
A vehicle is designated “commercial” under one of the following circumstances:
Titled in a company or corporation
Used for business but titled in an individual's name (sole proprietor)
Exceeds 26,000 lbs. GVWR
Used to haul any hazardous material
Ram Commercial Lineup
The Ram Truck brand continues to establish its own identity and clearly define its customer. The brand has emerged as a leader by investing in new products, infusing them with durable powertrains, robust chassis, new technology and features that further enhance their capabilities while delivering low total cost of ownership. Commercial truck and van customers have a demanding range of needs and require their vehicles to work. The Ram 1500, 2500 and 3500 pickups; 3500, 4500 and 5500 Chassis Cabs, Ram C/V and Ram ProMaster vans are designed to deliver a total package.
Ram C/V
When it comes to capability, the Ram C/V Tradesman out-works competitive vans on a number of fronts by delivering best-in-class payload, cargo space and towing. Equipped with the award-winning Pentastar V-6 engine mated to a 6-speed automatic transmission, the Ram C/V Tradesman also delivers best-in-class horsepower, torque and driving range of up to 500 miles on a single tank of fuel.
Ram ProMaster
Ram Commercial is tapping into Fiat Professional, one of the largest producers of commercial vehicles in the entire world, offering more than 110 years of experience. That knowledge will help Ram enter new segments and expand the product line. Based on the Fiat Ducato, the Ram ProMaster fullsize van will be transformed for the North American market and offered by Ram Commercial with best-in-class attributes. Now in its third generation with more than four million sold worldwide, this van is a proven, award-winning workhorse with titles in efficiency.
Ram 1500
For 2013, the Ram 1500 grabs the title of best-in-class fuel economy of 25 MPG for the half-ton segment with a number of exclusive technologies including a new V-6 engine, eight-speed transmission, stop-start system, air suspension and active grille shutters. The Ram 1500 Tradesman commercial workhorse adds more value by giving commercial customers a standard hard working V-8 that tows more than competitors’ standard V-6 engines, yet achieves 20 MPG. Tradesman also includes a spray-in bedliner, class 4 trailer hitch, 4 and 7 pin trailer connectors and offers the innovative RamBox storage system at a discount. By offering a standard V-8 engine, business owners not only benefit from added standard capability but improved resale value.
Ram Heavy Duty
The 2013 Ram Heavy Duty brings increased capability and innovative new features to the heavy-duty segment with an uncompromising attitude that remains the standard for all full-size heavy-duty pickups. Ram Heavy Duty also delivers the performance and amenities customers demand, for example the most off-road capable pickup on the market – the award-winning Ram Power Wagon. Ram 2500/3500 Heavy Duty Tradesman models are hard-working trucks that business owners can depend on. The Heavy Duty Tradesman models feature a 17,000 lb. Class 5 hitch, 4 & 7 pin trailer connector, cruise control and available class-exclusive RamBox cargo management system. Ram Commercial also offers the only factory-engineered and built CNG (compressed natural gas) powered truck. The Ram 2500 Heavy Duty CNG pickup offers cost and emissions benefits, using an abundant, domestically sourced fuel while reducing America’s dependence on foreign oil. All Ram Heavy Duty trucks offer the proven Cummins 6.7-liter diesel. Ram 3500 offers a best in class 850 lb.-ft. of torque and a 15,000 mile oil change interval delivering an unmatched total cost of ownership advantage. When mated with the available Aisin heavy duty 6-speed automatic transmission, Ram 3500 tops the charts with best-in-class towing and payload that far exceeds the competition. The Ram Heavy Duty is the only pickup in the market available with a manual transmission.

Ram Chassis Cab
For 2013 the Ram Truck brand also increases the capabilities of its hardest-working trucks – the Ram 3500, 4500 and 5500 Chassis Cab trucks. Led by the Tradesman trim level, Ram Chassis Cab trucks provide customers with first-time innovations and features along with new standards of strength, utility and drivability. Building on Ram Chassis Cabs already proven equation of durability, upfitter friendliness, efficiency and best-in-class capabilities, Ram’s commercial-grade work trucks are engineered for maximum uptime, low cost of ownership, optimum performance and enhanced best-in-class commercial capability. Owners can proudly display their company logo and rest with the confidence of knowing that it will get the job done day-in and day-out.

Ram Chassis Cab best-in-class features include:
Best-in-class vehicle system interface module (VSIM) and upfitter friendly design
Best-in-class capabilities
Best-in-class total cost of ownership
Best-in-class 15,000-mile oil change intervals on Cummins diesel
Best-in-class powertrain warranty – 5 years/100,000 miles
Ram Truck Total Cost of Ownership (TCO)
Commercial customers in particular face balancing the challenges of opportunity costs, fuel pricing, reduced budgets, new technology and durability. Total Cost of Ownership (TCO) calculations are helpful in making purchase and operational decisions. Ram Truck offers best-in-class TCO for commercial truck owners. The Ram 1500 features a standard V-8 engine, with best-in-class entry level capability and impressive resale value, allowing owners to recover more upfront costs. All Cummins diesel-powered Ram trucks feature a 15,000-mile oil change interval and a best-in-class diesel exhaust brake increases frictional brake life by 3x the market average. Ram truck also offers the most upfitter friendly solutions in the industry, reducing the initial costs for specialty trucks such as crane, roll-back or dump bed upfits. Topping it off, Ram offers a best-in-class 5-year/100,000-mile powertrain warranty, proof of the quality built into each truck.
Approximate Commercial Business Breakdown:

Service and repairs – 24 percent
Construction – 19 percent
Transportation/Shipping – 17 percent
Large-Medium Businesses – 8 percent
Small Businesses – 8 percent
Schools-Organizations-Non-profits – 7 percent
Machinery/Electronic Products – 6 percent
Forestry/Mining/Oil/Gas – 3 percent
Farming/Agriculture – 2 percent
Wood/Metal/Stone Products – 2 percent
Food and beverage – 1 percent
Other – 3 percent
Ram Commercial Marketing
In many cases, the owner is not the operator, which creates a unique sales and marketing dynamic. Ram Commercial offers a complete approach with a company-wide strategy supported by all organizations and a dedicated sales force. Marketing efforts speak directly to commercial buyers both visually and verbally, and improved customer targeting benefits from laser-focused channels, such as tradeshows, commercial websites and trade publications. The new division is supported throughout the entire network including local advocates, operation managers, sales specialists and an extensive dealer network.
About Ram Truck Brand
The Ram Truck brand continues to establish its own identity and clearly define its customer since its launch as a standalone vehicle brand. Creating a distinct brand for Ram trucks has allowed the brand to concentrate on how core customers use their trucks and what new features they'd like to see. Whether focusing on a family that uses its half-ton truck day in and day out, a hard-working Ram Heavy Duty owner or a business that depends on its commercial vehicles every day, Ram has the truck market covered.
The Ram Truck brand has the most innovative lineup of full-size trucks on the market. Ram Truck has emerged as a full-size truck leader by investing substantially in new products, infusing them with great looks, refined interiors, durable engines and features that further enhance their capabilities. Truck customers, from half-ton to commercial, have a demanding range of needs and require their vehicles to provide high levels of capability. Ram trucks are designed to deliver a total package.
No, it's still not "Dodge." And I don't see them going back to "Dodge Truck" any time soon.

I agree that there is lots to be said for the history and lineage with branding. There can also be plenty of baggage or a desire to always hold to the past that can prevent you from moving forward.

I'm OK with it. I know others aren't. Yes there are those that still call Ram trucks "Dodge." There are still those that call their Chevy truck a C1500 or a K1500 - nevermind the fact they've been badged as "Silverado" for over a decade.
 

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The co. I work for is starting to replace its minivan fleet with Toyota Siennas. Ick. We had Ford Windstars and Dodge Caravans in the past -- most of which made it to 250,000-300,000 miles of reliable service.

Hopefully, a Ram commercial sales rep will get ahold of the powers that be at the co. I work for. I'd rather drive a Ram van/minivan. These Toyotas are fragile as hell.
 

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Stratuscaster......Thanks for posting this. I had seen it, and I sincerely hope you understand, what follows is NOT aimed at you. I have a great deal of respect for the way you discuss things fairly, and I mean no offence to you.

I have no problem with most of the statement.

But when they got to part about a "stand alone" brand.......that is feces of a large and well fed male bovine.

I still can't believe someone would NOT buy a Ram because a Dodge name was somewhere on it.

If the Dodge name is toxic.....why is still on cars?

If they need to rebuild the brand name......wouldn't Dodge associated with a successful Ram....help?

If it did not help......how could it hurt?

Cost savings? How? Will they pay the head of Ram less....cuz Ram has less letters then Dodge Truck?

If someone gets the idea I am proud of my Dodge trucks.....I am. I have 2 Cummins 2500s, a gas 2500, plus restore projects....2 RCs and a W200. Yeah, I'm a Dodge Truck guy and proud of it.

Proud enough....that if the $$$$ did make a good case to buy a Ram.......first thing I would do is take the letters off.

This is just my opinion, no offence to anyone here.
 

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Stratuscaster said:
Some may have missed this from about a month ago...No, it's still not "Dodge." And I don't see them going back to "Dodge Truck" any time soon.

I agree that there is lots to be said for the history and lineage with branding. There can also be plenty of baggage or a desire to always hold to the past that can prevent you from moving forward.

I'm OK with it. I know others aren't. Yes there are those that still call Ram trucks "Dodge." There are still those that call their Chevy truck a C1500 or a K1500 - nevermind the fact they've been badged as "Silverado" for over a decade.
Still says Chevrolet on the truck, at least via a large bowtie logo. Too; the '1500', etc. nomenclature does matter when ordering parts in some cases.
 

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I'm not saying it was a good decision or a bad decision - but it was a decision to separate out the trucks and commercial vehicles from the cars. It's a "separate line-of-business model". I won't pretend to know exact reasons. That would be a question for Marchionne, and regardless of his answer or his justification, people still won't like it.
 

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That's interesting. Obviously, many people didn't like the decision to separate the two brands, but if they are going to "make a real go of it" in the future, I suppose a distinct VIN was needed.

I have to say, however, if they hope to truly make Dodge distinct from Ram Trucks, in the eyes of consumers, I'd strongly encourage Gilles & Co. to come up with a truly different look for both brand. They've said many times that Ram will hold onto the Crosshairs grill that is so identifiable with the Ram 1500. That's fine. However, you'd almost have to wonder what's taking so long for them to abandon the "floating crosshairs" on Dodge products to make them visually distinct? Shouldn't each brand get a bespoke look in order to prevent customers from getting confused and solidifying their new roles and identities?

As a side note, however, this news makes me wonder if SRT evolves into it's own brand of products that are bespoke from the Dodge, Chrysler and Jeep models their based on, should they follow suit and have their own VIN? Granted, its a much smaller product lineup, but should it be necessary?
 

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Since Ram became its own brand, the Ram trucks have began to grab more market place, and give Ford even better competition. under its own brand, Ram can develop its product portfolio in order to deliver what it needs to the customer, weather that be the average pickup truck owner, or commercial customers who thrash their trucks every day in high stress situations.
 
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