RAM boss wants Ford Ranger fighter

RAM CEO Tim Kuniskis has announced that he “desperately” wants a range of smaller utes to compete with the likes of the Toyota Hilux and Ford Ranger, hinting at a future shift in strategy for the US brand to produce the smaller utes loved by Australians.

Speaking to Road & Track, Kuniskis – who recently returned to RAM following the departure of Stellantis boss Carlos Tavares – said there was now a clear market for a RAM-branded small ute and that it would be disingenuous for a ‘truck brand’ like RAM not to offer a compact or mid-size option to buyers.

“I think we can grow more in our sub-$US55,000 ($A88,000) price point, because I used to have [the RAM Classic] and I don’t have that [truck] anymore,” he said, adding: “… I need to do more there. I need a mid-size truck for sure.”

Highlighting to journalists that Toyota sells 200,000 Tacomas (the US-spec HiLux) a year in the US and that Ford is almost the same volume if you combine Maverick and Ranger sales, plus the 140,000 GMC and Chevrolet mid-size volumes, the RAM boss said a smaller truck was vital for the brand.

Back in November, Chrysler chief exec Christine Feuell announced that a smaller ute was already in the works. It’s now thought the Chrysler will be twinned with a RAM-branded version.

There’s no word yet if the mid-size RAM will be based on a car-like monocoque chassis or employ the more rugged ladder-frame chassis favoured by the Ranger and HiLux, and which allow both to carry more than 1000kg, while towing up to 3500kg.

RAM already offers a mid-size Rampage in South America that is based on the Jeep Compass monocoque platform, while in Latin American markets, Asia and Africa it sells a rebadged version of the Peugeot Landtrek, which was developed with the Chinese brand Changan.

Neither are exported to Europe or Australia or even sold in the US.

There’s no word when the new RAM Ford Ranger rival will be revealed but it’s thought a concept for the new Chrysler ute could be released as soon as later this year.

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