What Strategy Will FCA Use for Jeep, Ram Midsize Pickups?
With the midsize pickup truck segment enjoying surging popularity — a trend that's expected to continue — Mike Manley, head of Fiat Chrysler Automobiles' Jeep and Ram brands, thinks there could be an opportunity for two more contenders.
Manley has a deep understanding of and background in global markets, especially Asia Pacific and Europe, which is why it makes sense that he's been working hard to give both FCA brands a higher global profile. To that end, he recently appointed Bob Hegbloom as head of Ram International to coordinate a stronger presence of the pickup-biased lineup in international markets. Jeep has had great success creating "right-sized" products like the Renegade subcompact SUV to gain a stronger foothold in Asian and European markets, while at the same time improving and strengthening stalwart SUVs such as the Grand Cherokee and Wrangler for the U.S.
According to The Detroit News, Manley is looking closely at the U.S. market with the idea of bringing two different FCA midsize pickups to the playing field; they could come from or be shipped to global markets.
Many have speculated that a Jeep pickup likely would be based on a lengthened version of the Wrangler Unlimited frame, giving it a solid off-road personality. A Ram pickup, however, is more likely to use a European-based Fiat or Fiat Professional platform that could work reasonably well in the U.S. and across the globe. We'd guess Ram will avoid previous mistakes by going too large and too heavy to satisfy those looking for a smaller, more efficient choice.
Manley has been a huge advocate of Jeep special-edition trim packages to keep buyers believing their vehicles are unique, thereby offering more value. Think Freedom, Altitude, Backcountry, Black Bear, Willys, Rubicon and others.
Many other truckmakers also offer special editions, catering to smaller demographics or communities. The most recent example of that is the Ram 1500 Yellow Rose of Texas, but Chevrolet offers several special editions in the Silverado and Colorado lineups as well (think Realtree, Midnight, Z71 Trail Boss, Special Ops, Shoreline and more).
Exclusiveness and rugged individualism resonate deeply with Jeep customers and throughout the pickup truck world. The goal of special editions is to feed brand loyalty with new features and options, and to help prevent an aging platform from getting stale.
But it can get out of hand. One example is Chevy teaming up with Costco to offer a limited run (5,000) of Silverado 1500 LTZ crew cabs in a unique package for Costco members.
The exclusivity strategy has worked pretty well for Jeep, and it's likely to work pretty well for Ram, especially with so many Jeep employees now working for Ram. In fact, FCA recently announced that the head of Jeep will now become the head of Ram. And the head designer from Jeep will move to Ram as well.
But what implication does this have for separate, distinct Jeep and Ram pickup trucks? Clearly following GM's practice of using identical platforms between Chevy and GMC products wouldn't work for smaller Jeep and Ram pickups; their personalities, as well as capabilities, are different and more individually defined. Each brand has a built-in customer base that needs and uses their vehicles in different ways. That's why it makes sense for a Ram midsize pickup to be based on an existing Fiat version of a pickup (Fiat and Ram have done on the commercial side with the Ducato and ProMaster, and Doblo and ProMaster City vans).
What might make sense for Ram is to come to the U.S. market with the smallest, most capable and most fuel-efficient compact pickup available. That would allow Ram to start building credibility while not directly competing with the Toyota Tacoma and Chevy Colorado, which are enjoying so much success. And who's to say that Ram couldn't deliver a midsize pickup that's slightly bigger and stronger than current midsizers but still much smaller than a Ram 1500? That would allow Jeep to come to market with the most off-road capable pickup around and still leave room to create a global Ram pickup to compete internationally. That also would let FCA sell both pickups at the same Jeep/Ram/Chrysler dealerships.
No matter what happens, you can bet there will be a clear strategy to keep the Jeep and Ram brands separate and distinct.
Manufacturer image; Cars.com photos by Mark Williams
Comments
"What might make sense for Ram is to come to the U.S. market with the smallest, most capable and most fuel-efficient compact pickup available."
Exactly. Only I would emphasize that it should be much less expensive and smaller than the midsize. We don't need any more midsize with ford Nissan chevy toyota honda and whoever else is bringing a new one. The midsize market is going to be overcrowded. We need a true compact. I really really don't want it to be a fiat based ram though. Rather it come from just about any other manufacturer.
FCA missed the boat and should have re-introduced the RAM Dakota, sized much smaller than the last version, with the Eco-Diesel V6, a 2.0TDI and the Pentastar Gas V6.
The Renegade looks better as a truck than it does as a cuv ...
Add a roof , 4cyl & V-6 gas and a Diesel .. I would say HEMI but it wont fit lol...
As trucks and suv, cuv's etc are hot right now, add a Renegade truck, Wrangler based truck a small RAM with a gas and Diesel.. then Chrysler, Dodge suv, cuv's as that is what sells today have a load of them..
Audi,BMW,Mercedes,Toyota,Lexus,Acura,Honda,Kia,VW are all jumping with both feet into the cuv and suv market..Go for it !
There's the small truck they're looking for, that renegade concept. Looks a lot better than those weird little fiat things.
@straightsix
Why not a compact AND a midsize pickup? They auto industry has multiple size cars and CUVs. Now that the midsize pickup market has been reestablished, Fiat should bring the Toro or Strada or even the Doblo Workup as a Ram.
@Ed
Agreed. They should resurrect the Dakota in the market they invented. I feel like FCA is dropping the ball here. However I hope the two rigs are worth the effort.
FCA US, née Chrysler Group, knocked one out of the park, announcing March 2016 sales of 213,187 — up by 8% over the prior month, and the best March sales in over a decade.
PRO MASTER VAN +51%
PRO MASTER CITY +529%
RAM PICKUP + 12 %
JEEP + 17%
FCA knows where future golden eggs are. They have to get this next step right, because honestly, NISSAN with Cummins is a complete miss no one expected.
Small 2 L diesel and 9 speed will do the trick. They have all the ingredients on the place, just cook it right.
The wish list will not make it, by mid next decade the fleet of every manufacturer has to be over 54 mpg, this is just a pipe dream!
I've got the perfect answer... Durango Pickup Truck.. Laramie and Big Horn That
The Jeep will be a Jeep.
Maybe a mini-Ram, not based on a CUV, the size of the original Ranger or D-50 with a modern 4cycl, (not the 2.5 tigershark), and a modern(Penastar) 3.0 V6..
Maybe , but not sure of one a little bigger then the Taco/Canyon, with the 3.6 Penastar as largest motor..not fond of expensive stinking diesels so I did not mention them.
Agreed. They should resurrect the Dakota in the market they invented.
Posted by: Liam | Apr 1, 2016 9:05:04 AM
Agreed. The Dakota was the correct size truck compared to the Ranger and S-10 of the time. Needless to say, the resigned GM midsize twins has followed that original Dakota formula. Soon FORD will follow GM with their midsize offering, the Ranger (aka f-100).
I think FCA should make a Mitsubishi L200/Triton-based Dakota and also Toro- or Renegade-based Comanche in addition to the Jeep pickup. There is a different market for each truck, and I do not think the buyers would cross-shop the three of them. The Jeep would be for off-roading and image; the Dakota would be for modest hauling and towing; and the Comanche would be for economy and very light hauling.
I personally would buy a 2WD Dakota but not a Jeep pickup since I do not need the off-road capability nor a Toro since it would be too small.
Hope they make it after the crew chif that jeep truck is bad a#% looking.
Owned a 2003 Dakota 4x4 sport... great truck except that 4.7 sucked fuel.
Mopar did get it right with the size. rangers and s 10 were cramped. Look at the Tacoma today... nice truck until you actually sit in one and find your sitting on the floor,20 minutes of driving then try to get out...terrible. I can't imagine how Tacoma does as well as it does with the worst seating position in a truck!
Build a Dakota with the 3.6 and make it a little lighter and it will sell.
Look at the jump in truck prices....with the economy tanking I think we are going to see the golden age of the truck start to fall off... $35,000 in canada for a plain jane 1/2 ton.... $54,000 for nicely optioned....$69,000 to $73,000 for a 1/2 ton stupid!
we see new 1/2 tons with a lift and 35" tires on the showrrom floor for mid $80.000 range....who wants a mortgage on a truck?
building a chassis that does do it all is the first step to producing vehicles at a profit. same with too many engine designs made for this or that. one or 2 is all you need. build it better it will work if its good!
Some needs I have for the upcoming Jeep pickup:
1) Wrangler based, not Renegade based, or whatever;
2) Manual Transmission (are you listening, FCA?);
3) 6-foot box;
4) Haul minimum 1200 lbs; tow minimum 7,000 lbs;
5) 4WD standard, with x-fer case (not a silly AWD system);
6) Solid axles all around, not independent suspension, EVER.
Yes, it would be nice to renew the Dakota for a more upscale, Ram-based, intermediate-sized pickup too. For the city folks.
=================
we see new 1/2 tons with a lift and 35" tires on the showrrom floor for mid $80.000 range....who wants a mortgage on a truck?
Posted by: canadianthoughts | Apr 1, 2016 11:11:31 AM
Say thank you to Ford and their double turbo , aluminum expensive trucks. And because people buy them, every other manufacturers increased pricing accordingly. Mercedes wants a piece of people stupidity as well.
@ RAM,
So because Ford is doing something that stupid people buy (75K super loaded trucks) that its Fords fault? Do you even have a brain. Ford is only fulfilling a need which to them makes money. If I follow your logic, then Fix It Again Tony must be real dumb that the starting MSRP for a hellcat in Canada is 79K.. FOR A CAR!!! They price it this way only because they can not because they are stupid... just like ford. The only way the price goes down if people don't buy them and this important piece..... Competition at a lower price. Since Fix It Again Tony and GM are doing the same thing and people keep buying them... well what do you expect? Oh yeah... This is WITHOUT turbos and aluminum... How will the price be when they do the turbos and Aluminum?
@Da
It's not just Fords fault , but I remember them saying, that new aluminium truck will cost just $250 more. They counted on , that people will forget this statement and that's exactly what happened. But you are right . It's because stupid people buy 75K super loaded trucks.
I said something similar. "And because people buy them,..."
There is a brand loyalty in the ford customers or any other and it's hard for them to get rid of expensive leasing habits, which is pushing them to stay with the same brand, because they have to trade it in. They are poor and wants the fully loaded truck and because of that, they will always be poor.
I don't buy stuff I don't have money for. That's why I drive preowned RAM 1500 Laramie for 33k Cad , which some poor guy returned after one year of leasing. He paid me $20k Cad basically. I thank you him.
@Da
It's not just Fords fault , but I remember them saying, that new aluminium truck will cost just $250 more. They counted on , that people will forget this statement and that's exactly what happened. But you are right . It's because stupid people buy 75K super loaded trucks.
I said something similar. "And because people buy them,..."
There is a brand loyalty in the ford customers or any other and it's hard for them to get rid of expensive leasing habits, which is pushing them to stay with the same brand, because they have to trade it in. They are poor and wants the fully loaded truck and because of that, they will always be poor.
I don't buy stuff I don't have money for. That's why I drive preowned RAM 1500 Laramie for 33k Cad , which some poor guy returned after one year of leasing. He paid me $20k Cad basically. I thank you him.
@Da
It's not just Fords fault , but I remember them saying, that new aluminium truck will cost just $250 more. They counted on , that people will forget this statement and that's exactly what happened. But you are right . It's because stupid people buy 75K super loaded trucks.
I said something similar. "And because people buy them,..."
There is a brand loyalty in the ford customers or any other and it's hard for them to get rid of expensive leasing habits, which is pushing them to stay with the same brand, because they have to trade it in. They are poor and wants the fully loaded truck and because of that, they will always be poor.
I don't buy stuff I don't have money for. That's why I drive preowned RAM 1500 Laramie for 33k Cad , which some poor guy returned after one year of leasing. He paid me $20k Cad basically. I thank you him.
Few things I have to disagree about in the main article. Fiat is not establishing much or any beachhead in Asia with the Renegade...that is almost an April Fools joke.
What is has done is partner with Misubishi to introduced the "Fiat Fullback" which is a slightly modified Mitsubishi Triton.
Maybe a more IVECO based vehicle in the future...who knows?
http://www.caradvice.com.au/395695/fiat-fullback-ute-unveiled-in-dubai/
Sorry but nobody seems to be touching on the main point--I don't what you do in the product mix, they should have been doing it FIVE bleeping years ago. FCA has been completely drifting in product development (trucks) since the merger.
Asian car makers can get a design from a clean sheet of paper to the showroom in a couple of years. FCA appears to be stuck on stupid.
Yes $80,000 plus 1/2 ton trucks with a lift and 35" tires... from not just ford but GM,Ram,Nissan and Toyota.
no brand is exempt. Diesel i tons from all brands decked out at well over $100,000.
I can't see this market continuing to go this crazy although now we have $40,000 to $50,000 mid sized trucks...crazy
Too many Americans are financially broke and ignorant. That's why the ave 401k balance is around $84,000 and most families have $40,000 in non-mortgage debt. Then they have the gall to blame the rich for their financial hardship.
FCA will not be able to field a global product based upon one of the North American Platforms. Jeep is making inroads globally but is still viewed as a poor brand.
Fiat already has the Strada or Ram 500 in some South American markets. They would need a product comparable to the Hilux, Ranger, Amarok etc to be competitive.
PRO MASTER VAN +51%
PRO MASTER CITY +529%
RAM PICKUP + 12 %
JEEP + 17%
What a pile of useless data.
Typical of Zvieram the village !diot.
If one looks at March 2016 sales ONLY this is how it breaks down:
Percent of total van sales:
ProMaster city - 4%
ProMaster - 7%
Ford E Series - 13%
Ford Transit - 33%
Ford Transit Connect - 8%
GM Savana - 3%
Chev Express - 14%
Ford's outgoing E Series outsells all of FCA's vans.
Jeep and Ram are FCA's bread and butter.
@Lou_BC
Looks like they have. It appears to be a Mitsubishi Triton
Fiat Fullback article in late 2015
http://www.digitaltrends.com/cars/2016-fiat-fullback-news-pictures-specs-payload/
Papa Jim - - -
You said,
"Sorry but nobody seems to be touching on the main point--I don't what you do in the product mix, they should have been doing it FIVE bleeping years ago. FCA has been completely drifting in product development (trucks) since the merger.
Asian car makers can get a design from a clean sheet of paper to the showroom in a couple of years. FCA appears to be stuck on stupid.
Posted by: papa jim | Apr 1, 2016 4:19:14 PM"
------------
Despite being a Dodge guy with little rams heads on my very blood cells, I can't say I disagree.
One would think that with the hot pickup market, which was obvious 4-5 years ago, FCA would have been keen to plunge in with:
1) The Jeep Wrangler-based Pickup, by 2013 or 2014;
2) A Ram mid-sized offering, or a reactivation of the Dakota.
But then again, Ford got caught sleeping too. Where is the new Ranger or the new Bronco for the USA? A bit late now, wouldn't you say?
==========================
First off, despite the conjecture by the author we already know as a certainty that at least one Jeep-branded pickup is going to be Wrangler based. FCA CEO Sergio Marccione has already made that perfectly clear, especially since it's going to be built in the same plant and on the same assembly lines as the Wrangler itself.
What that doesn't address is the possibility (somewhat unlikely) of a pickup based on another Jeep model such as the Renegade-based Commanche shown above UNLESS what FCA is looking towards compact rather than mid-sized pickups. Now personally I believe that would be very forward-looking of FCA and could put FCA at the forefront of an untouched market here in the US and a very tempting concept for me as that's the size of truck I would rather own, though as an extended cab version, not standard cab. However, the vast majority of commenters here don't believe there's a market for truly small pickups and only Hyundai is openly feeling out that market for the moment.
Mid-sized to most here means Tacoma, Frontier, Colorado and Canyon-sized; smaller than full sized but larger even that previous mid-sized generations. Clearly that size is proving popular but now the question arises as to just how popular? Jeep and Ram are far more likely to want a mid-sized model in that class and the Wrangler-based truck would already fill that segment, leaving Ram to find a way to join in. Other sites have presented the possibility of a partnership with Mitsubishi again to bring in a notably larger model than the Ram 700 seen in Mexico, a true compact based on (and essentially badge-engineered from) the Fiat Strada. Moreover, spy shots taken over this past winter revealed a pair of trucks suspiciously similar to the Mitsubishi rather extensively camouflaged to look like a minivan. On review of those photos, one was the new Journey but the other was not; the roofline showed a decided sag where a minimal framework could be supporting heavy cladding to disguise its shape. I forget the specific Mitsubishi model name but I believe it had either a 200 or 400 numeric designation. Still smaller than full-sized but notably larger than the Strada/Ram 700.
So if FCA is introducing two trucks concurrently with the Jeep Wrangler-based truck, they would likely be one compact and one mid-sized. If they're just introducing two mid-sized trucks, then the Ram will likely be the Mitsubishi-based model.
@Roadwhale,
Already has happened with the Mitsubishi Triton " Fullback"
Anyone remember the Dakota-Rampage concept from 2006? That's what they should bring to the table.
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