RAM 1500 priced from $80K

American ute manufacturer RAM has launched a fresh, V8-powered tilt at the Australian utility market: the RAM 1500.

Launched in Sydney today ahead of its official on-sale date of July 1, the 1500 takes aim at the highly competitive dual-cab ute segment. It is priced from $79,500 drive-away.

Shorter, lower and lighter than the existing $139,500 RAM 2500 utility, the 1500 tips the scales at 2420kg. It measures 5816mm long and 1924mm high – slightly bigger than the Ford Ranger, Volkswagen Amarok and Mercedes-Benz X-Class, Toyota HiLux and Holden Colorado that it will compete directly against.

The 1500 will be available in two grades: the Express and the Laramie. Both will be fitted with the same petrol-powered 5.7-litre V8 Hemi engine.

The entry model Express ($79,500 drive away) features 20-inch wheels wearing Hankook tyres, side steps, fog lights, 5.0-inch touch-screen with reversing camera and a spray-in bed liner.

The Express is pitched primarily at tradies and those intent on carrying a serious load, with a cloth interior and large load area measuring 1.93 metres long and nearly 1.3 metres wide.

The Express offers a braked towing capacity of 4.5 tonnes – almost one tonne more than the regular dual-cab ute set – and 912kg payload.

The Laramie version is priced from $99,950 plus on-road costs and adopts a decidedly more premium bent. Standard features include larger side steps, chrome accents and wheels, heated and ventilated leather seats, partial digital instrument cluster and larger 8.4-inch centre touch-screen.

It makes do with a slightly smaller load space area and lower payload of 850kg, along with a reduced braked towing capacity of either 3500kg or 4500kg depending on axle ratio.

Another significant point of difference is what resides under the bonnet.

The 1500 range employs a 5.7-litre V8 offering 291kW of power and 556Nm of torque, paired standard with an eight-speed automatic. Variable valve control and cylinder de-activation help the 1500 achieve a combined fuel consumption rating of 12.2L/100km on regular variants (9.9L/100km on variants fitted with a 3.21 axle ratio).

RAM Trucks Australia general manager Alex Stewart was bullish about the 1500’s sales potential.

“We are the only factory-authorised right-hand drive manufacturer of RAM utes in the world and we are the only factory-authorised importer and distributor for Australia,” he said.

“With our class-leading capabilities, we’re going to shake up this segment. The 1500 range will sit at the premium end of the 4x4 dual-cab pick-up segment … priced upwards of $57,000.”

Stakeholders are targeting 2100 sales of the newest RAM in the first full year in Australia, and up to 4500 units by the third year of sales. In all, they’re forecasting an eventual 10 per cent market share of the $57,000-plus 4x4 dual-cab segment.

Helping their cause, a 3.0-litre V6 diesel version of the 1500 will be introduced later in the year, along with a separate ‘Black Pack’ version. The diesel will be offered at a premium over the existing petrol, according to stakeholders, doing away any hope of a cheaper entry point.

The RAM 1500 will be backed by a three-year, unlimited-kilometre warranty in Australia, while servicing intervals will be spaced every 12 months and 12,000km.

RAM Australia national product manager, Lenn Kench, said each 1500 is designated as Australia-bound from the factory in the US, and undergoes an extensive right-hand drive conversion process in Melbourne before reaching Australian roads.

The conversion process includes installation of a new metric dashboard and adoption of Australian software for the car’s UConnect infotainment system.

“It is built for Australia,” said Lenn Kench, RAM Australia’s national product manager.

“We work closely with engineers in Melbourne to get the re-manufacturing process right. We’ve also homologated the car to meet all Australian ADRs and come in under full volume import approval. It’s been a long process but I’m pleased to have both vehicles here today.”

The 1500 goes without modern driver aids including automated emergency braking (AEB), now available in rivalling models including the Mercedes-Benz X-Class and, soon, the Ford Ranger. It does boast functions such as trailer brake control and trailer sway control.