Chrysler Sees Opportunity for Large Trucks

On the heels of a market-share uptick in the large-truck segment, Chrysler LLC expands its footprint, literally, with the launch of crew-cab configurations.

The '10 trucks, unveiled at the Chicago Auto Show, mark the debut of crew-cab availability in the Ram 3500, 4500 and 5500 chassis-cab lineup, as well as Ram heavy-duty 2500 and 3500 pickups. The move, which builds on the introduction of a crew cab for the all-new '09 Ram light-duty pickup, is intended to exploit a sweet spot in the market.

“We went all over the country to learn how people really use their heavy-duty trucks at work and play,” says Mike Accavitti, brand director-Chrysler, Dodge and Jeep. And what the auto maker learned is that truck-buyers prefer fullsize doors.

Crew cabs — which allow for four fullsize doors — account for about 50% of all heavy-duty pickup sales and 20% of chassis-cab deliveries, the auto maker says.

While the overall market is mired in a slump stemming from last year's credit crisis, Chrysler is confident better times are ahead for large truck sales.

January's year-over-year 39.5% total U.S. truck-market sales plunge continued a trend that saw 2008 deliveries plummet 36.7%, compared with 2007. But Chrysler's growing share of two key segments belies the big picture — and the fact the auto maker returned to the chassis-cab market less than two years ago, ending a 4-year absence.

Among Class 3 medium-duty trucks, the auto maker held 35.5% of the market for a 12.5 share-point gain over January 2008, according to Ward's data. On a volume basis, Dodge's 2,659 unit-sales fell just 91 short of perennial leader, Ford Motor Co.

And in Class 5, Chrysler clung to 22.9% of the market for an increase of 3.6 share points. “We're thrilled,” says Michael Cairns, Ram chief engineer.

The Ram 2500 and 3500 also are available in regular-cab and Mega Cab configurations, the latter offering the largest interior dimensions in any pickup segment.

Taking another cue from the '09 Ram light-duty pickup, the heavy-duty models get interior upgrades featuring premium front seating with heat and ventilation, heated rear seats, heated steering wheel, a 30-gigabyte hard drive to accommodate functions such as music storage, and other infotainment options including Sirius Backseat TV.

The crew-cab configuration adds 6 ins. (15 cm) of legroom to its chassis cabs, Chrysler says. New features inside include all-new heated and ventilated seats, heated steering wheel, automatic temperature control and express up/down windows.

The new pickups and chassis cabs are expected on dealer lots this fall.

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