Ram Exploring International Growth Strategy

LEIPER’S FORK, TN – The Ram brand could follow Jeep as the next Chrysler nameplate with an eye toward international growth, its top executive tells WardsAuto.

While Jeep steadily reestablishes itself outside of North America with the introduction of the Grand Cherokee in some markets, Ram is considering strategies that could involve developing new commercial vehicles with parent Fiat or an entirely new light-duty model.

“We’re looking at small-truck Ram implications outside of North America,” Ram President and CEO Fred Diaz says at a media drive here, noting South Korea is a top market the brand is looking at for expansion. “Where the opportunities go from there is to be determined.”

The Ram brand was spun off from Dodge in 2009, carrying with it the small Dakota pickup that ended production in 2011. Diaz has made known his wishes to bring a smaller pickup back to the lineup.

The auto maker also is exploring expanding its CV presence in North America, with sights set on platforms Fiat has in other markets, says Diaz, who also serves as president of Chrysler Mexico.

“(Fiat has) a Class 1 and a Class 2 and 3 – those are vans that we like and we’re looking at,” Diaz says, specifically naming the Fiat Doblo and Ducato vans.

Stateside, Ram is gearing up for the launch of two products – the all-new ’13 1500 pickup and a compressed natural gas-powered version of the ’12 2500. “We think it’ll be a game-changer,” Diaz says of the CNG pickup, which arrives at dealerships this month.

Diaz acknowledges the CNG market in the U.S. has been slow to develop. But he says that’s because the vehicles generally are supplied by third-party converters, which add their own powertrain to an auto maker’s vehicle. That can lead to friction between the two parties and confusion for buyers if they experience quality problems.

“We decided to build it in our own factory,” Diaz says of the truck, noting consumers can contact Chrysler directly about the application. “If there’s ever an issue, we don’t want to put the customer in the middle of it.”

There’s also talk of Ram sharing technology with SRT, Chrysler’s high-performance division, though nothing is firm. Management here won’t comment on the potential of an SRT engine for Ram trucks, but Diaz says the brand could further expand into motorsports.

[email protected]