Ram’s Power Brokers: Who Owns RAM?

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28 November 2023

Automotive

Who Owns RAM

Ram Trucks, an American brand of light-to-mid-weight trucks and other commercial vehicles, is a division of Stellantis (formerly Fiat Chrysler Automobiles). Ram Truck Division (of Chrysler) went as RAM. It was founded in 2010 as a spin-off from Dodge and went with the Ram pickup truck brand. The original Dodge logo was replaced with the Ram Trucks logo. But who owns Ram?

The Warren Truck Plant in Warren, Michigan, and the Saltillo plant in Saltillo, Coahuila, Mexico, are the two locations where Ram 1500 “Classic” trucks are manufactured. At Sterling Heights Assembly in Sterling Heights, Michigan, new series Ram 1500 pickups are manufactured. From the beginning, the brand has been known by the slogan “Guts. Glory. Ram.”

Who Owns RAM: History

Who Owns RAM: History

Before the 1970s, Dodge kept a distinct truck brand called Fargo Trucks, mostly for use outside of the US. From that moment on, Chrysler sold all of its trucks under the Dodge brand.

After Chrysler filed for Chapter 11 bankruptcy protection in June 2009, Fiat Group acquired a 20% share in Chrysler Group LLC, and Sergio Marchionne succeeded Robert Nardelli as CEO. That year, on June 10, “New Chrysler,” formally known as Chrysler Group LLC, acquired almost all of Chrysler’s assets. The agreement received funding from the federal government in the amount of US$8 billion, or almost 21%.

“World Class Manufacturing,” or WCM, a system of meticulous manufacturing quality, came under CEO Marchionne. A number of products relaunched with distinction and elegance. The divisions that handled Ram, Jeep, Dodge, SRT, and Chrysler split to concentrate on their own identities and brands.

In 2010, Ram Trucks set sail as a Chrysler division, taking the Ram name from the Dodge Ram pickup lineup that is currently on sale. Chrysler claims that the Ram Trucks brand will focus on “real truck customers,” as opposed to irrational buyers who purchase the trucks based solely on appearance or fashion.

When Daimler stopped producing the Dodge Sprinter in 2008, there was a void in the North American market that was filled by the Fiat Ducato cargo van, which is now sold as the Ram ProMaster. Truck sales were to rise “from today’s 280,000 to 415,000 by 2014.”

Recent Past  

Recent Past  

Chrysler executives have expressed their desire to take on Ram in the semi-trailer truck market. This is possible by Fiat’s ownership of Iveco and the extensive network of Dodge dealers. According to former Ram Division President Fred Diaz, “Ram trucks are not a Dodge model.” Ram trucks are independent of Dodge automobiles. Ram’s vehicle identification number (VIN) will never change from that of a Ram.

To enable Dodge to adopt a new brand identity—one that is hip, stylish, youthful, and vivacious—we must continue to market as Ram. That won’t work for the truck buyer campaign. There should be different themes for the two.”

Fiat increased its ownership of the company on July 21, 2011, when it purchased the Chrysler shares that the US Treasury had been holding.

Diaz left Ram Trucks in April 2013 to take a position as vice president of divisional sales and marketing for Nissan. Reid Bigland took his place.

In January 2014, Fiat Chrysler became a separate corporate entity.

Reid Bigland, the CEO of Ram Trucks, came in August 2014 to oversee the Alfa Romeo brand in North America. Later, Robert Hegbloom would take over as head of the Ram Trucks brand. He was a longtime Chrysler employee who joined the company in 1986. He had previously served as a director for Dodge. Bigland moved to become the CEO of Ram Trucks in October 2018. Not long after, he learned that the division had been fabricating sales figures, and he sent the data to the US government for further examination.

Pop Culture  

Pop Culture  
Image Source

Having driven a GMC Sierra in the first season, Cordell Walker (Chuck Norris) spent the majority of its existence behind the wheel of a silver Dodge Ram. The truck was part of a bigger product placement arrangement with Chrysler. The villains drove automobiles from rival Detroit automakers General Motors and Ford Motor Company. While the other main characters drove other Chrysler vehicles. Throughout the CBS television series’ run, the Ram received a lot of advertising during commercial breaks.

The two main characters, Bill Paxton and Helen Hunt, used a 1995 red Dodge Ram 2500 pickup truck as their storm-chasing vehicle throughout the 1996 movie Twister.

Unintentionally, Ram Trucks made their way into popular culture on February 4, 2018, during Super Bowl LII. The usage of Rev. Martin Luther King Jr.’s sermon “The Drum Major Instinct” in their commercial was criticized by social media users. It’s advertising for promoting Ram Truck with such a sales was especially troubling.

Content creators on YouTube quickly created spin-offs that presented a more truthful view of King’s sermon and views on advertising. There were “What Martin Luther King Actually Thought About Car Commercials,” “The MLK Super Bowl Ad Dodge Didn’t Show You,” “What Dodge LEFT Out Of Their MLK Commercial In Super Bowl,” and so on.

In Taylor Sheridan’s Yellowstone television series, Ram trucks are the preferred work vehicles of the Yellowstone Dutton Ranch. It has the ranch’s branding and logo on its sides. The trucks come in a range of configurations, with the majority being 2500-series vehicles running on 6.7L Cummins diesel.

When Did Dodge And RAM Split?

When Did Dodge And RAM Split?

After buying Dodge in 1981, Chrysler maintained the most well-liked models, including RAM pickup trucks. Their pickup trucks were marketed as “Dodge RAM” from 1981 to 2009. Following a reorganization within the brand, Dodge and RAM separated into two distinct car lineups.

In order for Dodge to concentrate on creating new cars that could rival models like the Chevrolet Corvette and Jeep Wrangler, the company split into separate entities. Due to this division, the brand was able to produce some incredible standout products. The lineup includes the SUV Durango, the Dodge Charger and Challenger muscle cars. Other fan favorites are also available at the Miami Dodge RAM dealership.

So Who Owns RAM?

So Who Owns RAM?
Image Source

Chrysler, the parent company of Dodge, launched RAM as a separate brand for its pickup trucks in 2009. A truck manufactured prior to 2009 is referred to as a Dodge RAM. All pickup trucks manufactured after 2009 are just RAM trucks. The only difference is that their pickup trucks have a RAM branding. While their Dodge cars, SUVs, and minivans remain part of the same company.

Why Did Dodge And RAM Split?

Why Did Dodge And RAM Split?

Why, then, did Chrysler split these two brands apart? New models with greater focus came into development thanks to this process. Dodge developed the Dodge Challenger to rival the Chevrolet Corvette sports car. It allows RAM to concentrate on producing more robust builds and more potent engines for Spanaway jobs. The two brands could become more distinct and specialized if they split.

Wrapping Up

It’s possible that your old RAM still has the “Dodge RAM” logo if you bought it before 2009. After the company stopped producing “Dodge” trucks in 2009, all trucks after that time became “RAM trucks.” Additionally, the same owner owns RAM and Dodge. The trucks, however, go by the name of RAM.

If you have thoughts to share or questions to ask about who owns RAM, please leave a comment below. We would love to hear from you!

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Sarmind is a Writer and an aspiring Editor who has experience in various short and long-form niches. Her academic pursuits intensely mold her industry background in content creation. She holds a Master's degree in Literature, and when not writing for professional purposes, she can be found re-reading old classics of Jane Austen and the Brontë sisters. She is super fond of cats and enjoys hours of doom-scrolling through memes on social media while cuddled up with a cup of desi chai. She likes to think she is an intellectual badass (colloquial: nerdy bore), and now all she needs is a sewing kit to complete the look!

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