Did Ram Just Okay Jeep to Build a Pickup?
Under the new Fiat Chrysler Automobiles, FCA US LLC, each brand does its own thing in its own area. Dodge makes the performance cars. Chrysler makes the everyday sellers. Jeep makes the fun, lifestyle vehicles and serious off-roaders. And Ram makes the trucks.
Because of this separation of powers, I don’t expect to see a SRT Grand Cherokee anytime soon, because SRT was absorbed back into Dodge. It’s also why I wouldn’t expect Jeep to make a small pickup truck.
Yes, we’ve all seen the comments from Jeep CEO Mike Manley about believing that a Jeep pickup belongs in the brand portfolio. But that still doesn’t address if Ram makes a small truck again or not.
I’ve been told from various sources what Ram CEO Bob Hegbloom said publicly to Automotive News, that Ram looks at four criteria on whether or not a mid-size truck makes sense. They need to be smaller, still be capable (though generally less capable than a full-size truck), be less expensive, and be fuel efficient.
For Ram, it’d be easy to check off two or three of those boxes, but not all four. If you look at the Chevrolet Colorado, you’ll see it checks two or three of those boxes, but not all four. Basically, Hegbloom is saying that the Dakota is not coming back.
Since the FCA property responsible for the truck action is backing out of making a mid-size truck, that might be the official go-ahead for Mike Manley and company to put a Jeep pickup truck into production.
Related: Could the Red Rock Response Be the Next Jeep Pickup? >>
It would make more sense to be a Jeep, because the four criteria that mid-size truck buyers are looking for might change, or become virtually non-existent.
Jeep is hot right now, and hot worldwide. People want Jeeps, regardless of which specific vehicle it is. There are potentially Jeep fans out there that would really like, and use, a mid-size pickup, but have sworn to only buy Jeeps. Now they’d have an option.
Worldwide, the Ford Ranger and the Toyota Hilux are extremely capable off-road pickup trucks. Heck, one of the Toyota Hilux models sold was the Invincible. Jeep already has a reputation of making rock-solid off-roaders, so a Jeep pickup could give the Hilux a run for its money.
Jeep has also shown, just in the past weeks, that they’re capable of building a Jeep pickup. Just look at the Wrangler Red Rock Responder concept that they built for the Easter Jeep Safari at Moab.
Remember kids, just because we enthusiasts want something to happen doesn’t mean that it will happen. There has to be a compelling business case to put a vehicle into production. The beauty of Jeep is that they are an enthusiast brand to begin with. Because of that, they aren’t as susceptible to price or fuel economy pressures the way Ram would be.
Now that Manley has confirmed that the next Jeep Wrangler will retain its body-on-frame setup, it seems like all signs are pointing to a Jeep pickup truck. No, it’s not in the 5-year plan, but with Ram bowing out of making a new Dakota, it looks to be an even more real possibility.
Chime in with your thoughts on the forum. >>
via [AutomotiveNews]
