Seeking Growth in Shrinking Segment

Do Americans Still Need Pickups?

Chrysler LLC figures they do, despite the personal credit crunch every time a V-8 fullsizer pulls in for a fill-up.

As long as Red State farmers have cattle to herd, plumbers have toilets to replace and carpenters have tools to stash, the Great American pickup will dot the landscape like silos.

This is the heart of the market Chrysler hopes to engage with its all-new Ram, which is arriving now in showrooms.

During a drive in southern California, the new Ram more than holds its own, while exuding stylish machismo.

It handles with confidence, abetted by Chrysler's controversial decision to switch from the time-honored leaf springs in the rear suspension to a multi-link coil spring configuration.

The interior is spacious, comfortable and attractive. And the new 5.7L Hemi V-8 is so self-assured and Barry White smooth that the powertrain team deserves commission checks for the multitude of sales locked up once the key turns.

The Hemi, expected to power 65% of new Rams, carries a $1,150 option premium, and it's worth every penny. During a day of varied driving, the engine achieves a respectable 18 mpg (13 L/100 km), aided by a more active 4-cyl. “fuel saver” mode.

The new Ram comes available in a dizzying array of styles: There are three cabs, three beds, five models, three engines, two transmissions and 35 safety features.

For the first time, the new Ram gets a 4-door crew cab, as well as a smaller quad cab and 2-door regular cab. In the past, Ram buyers settled for quad or regular cabs or sprung for the Ram “Mega Cab,” which was so big it didn't fit in standard garages.

But the new crew cab does, and it's 20 ins. (51 cm) shorter in overall length than the discontinued Mega Cab.

The crew cab, paired with a 5-ft.-7-in. (170-cm) box, is expected to make up 45% of sales. The quad cab, which has a more upright back seat and less leg room, should constitute 40% of sales. The regular cab makes up the remaining 15%.

A 6-ft.-4-in. (193-cm) bed is available with the quad and regular cabs, while the regular cab also can be paired with an 8-ft. (244-cm) box.

The pickup market is transforming dramatically, but Chrysler insists a broad palette of capabilities remains essential to customers — and the Ram's success.

And Chrysler has little to lose: Having entered the fullsize-pickup market in earnest in 1994, the Ram has run a distant third behind best-selling Ford F-Series and General Motors Corp. pickups.

The Ram has many smart features:handy storage spaces in the floor; back seats that pivot upright easily with one hand; a sliding rear window; and the only soft instrument panel in the segment.

The sill height is 2 ins. (5 cm) lower than on the old truck, making for easier step-in, and the grille, hood and mirrors were designed for smooth aerodynamics, to boost fuel economy.

A nifty spoiler on the tailgate also improves aerodynamics and keeps the gate cleaner, while providing a more ergonomic angle for opening it.

The much-anticipated RamBox provides water-tight, lockable storage bins above each rear wheel, accessible from outside the cargo bed. Each bin is large enough to accommodate a set of golf clubs — or a small child.

Just in case a cruel older brother wants to torment a younger sibling, each RamBox has a federally required trunk release latch inside. Chrysler expects a 20% take rate for RamBox.

The Ram lags the competition with its 9,100-lb. (4,127-kg) tow rating, but Chrysler smartly opts for better handling and refinement by switching from leaf to coil springs in the rear, substantially reducing friction. The effect is a truck that stays flat in corners and transitions smoothly in hairpins.

For those needing lighter duty, the new Ram also comes available with a 3.7L V-6, which performed adequately during a short drive, and a 4.7L V-8.

Next year, Dodge introduces a light-duty Cummins turbodiesel that promises a 25% fuel-economy gain when compared with an equivalent gas engine.

Ward's data shows light-duty pickup sales hovered around 3.1 million units and 18.5% market share for several years until 2005. Sales dipped to 2.8 million units (17.2% share) in 2006 and to 2.6 million units (16.5% share) in 2007.

Whether Chrysler can swim upstream by growing Ram sales while the market shrinks remains a big question. Despite a few down months, the underlying demand is stable, the auto maker says.

The all-new Ram is a good truck, but fuel prices and the economy could keep many pickup buyers out of the market. The Toyota Tundra is a good truck, too, but that launch has been so abysmal the sparkling new plant in San Antonio is shut down until Thanksgiving.

'09 Dodge Ram SLT Crew

Vehicle type: Front-engine, 4×2, 6-passenger, 4-door pickup

Engine: 5.7L OHV Hemi V-8; iron block/aluminum heads

Power (SAE net): 390 hp @ 5,600 rpm

Torque: 407 lb.-ft. (552 Nm) @ 4,000 rpm

Transmission: 5-speed automatic

Wheelbase: 140 ins. (355 cm)

Overall length: 227.5 ins. (578 cm)

Overall width: 79.4 ins. (202 cm)

Curb weight: 5,109 lbs. (2,317 kg)

Base Price: $32,530

Mileage: 14/20 mpg (16.7-11.7 L/100 km)

Competition: Ford F-150; Chevrolet Silverado; GMC Sierra; Toyota Tundra; Nissan Titan

All-New Hemi Ready to Rumble
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