2014 Ram ProMaster 1500 van on display this week in NYC
Fleetowner 3310 Rampromaster1500 2014
Fleetowner 3310 Rampromaster1500 2014
Fleetowner 3310 Rampromaster1500 2014
Fleetowner 3310 Rampromaster1500 2014
Fleetowner 3310 Rampromaster1500 2014

Ram “dead serious” about commercial trucks

March 28, 2013

NEW YORK.  Creating a Ram Commercial Division with a full portfolio of light- and medium-duty work trucks was “incredibly important” to showing “serious buyers that we’re dead serious about the truck business,” according to Fred M. Diaz, president & CEO of the Ram Truck Brand.

That commitment not only includes a greatly expanded product line, but also dedicated commercial staff for product planning, design, engineering, sales and marketing, field support, parts and service, and a dedicated dealer network, Diaz told Fleet Owner during the New York International Automobile Show.

“You can’t dabble in commercial trucks,” Diaz said. “We need to demonstrate a level of commitment and accountability so [commercial truck users] know that if they have an issue, we’ll be there to support them.”

While Ram Commercial’s product lineup is anchored by the Ram light- and heavy-duty pickups and chassis cab models, it also includes the Chrysler Group’s return to the full-size van market with the ProMaster later this year.  The company exited the full-size van market when it stopped selling the Daimler-built Sprinter van in 2009 after Daimler sold the Chrysler business.  It had ceased building its own domestic B-Van in 2003.

The new van draws on the resources of Chrysler’s new owner, Fiat.  Based on the third generation Fiat Ducato, the ProMaster  has been modified for the North American market with the addition of a 3.6-liter Pentastar V6 gasoline engine as an option to the Fiat 4-cyl. 3-liter diesel, both mated to a 6-speed automated mechanical transmission-- a first for a North American van.  Built at Chrysler’s heavy-duty truck plant in Saltillo, Mexico, other North American modifications for the ProMaster include a heavier suspension and beefier HVAC, according to Diaz.

The Ducato’s front-wheel-drive platform will allow Ram Commercial to offer 16 ProMaster models, including high-roof vans and cutaway and chassis cab versions, Diaz pointed out.

Although full-sized models account for 80% of the U.S. commercial van market, the new Ram division is also looking at larger and smaller trucks to address the smaller niches and expand its commercial truck offerings. 

Fiat CEO Sergio Marchionne has already publically said that he would like to see the Class 1 Fiat Doblo van move to North America, presumably to compete with the popular Ford Transit Connect.  And Diaz told Fleet Owner that his group is studying the business case for adding the Class 3/4 Iveco Daily to the Ram portfolio.

Due in dealers this summer, the new Ram 3-liter V6 diesel will also be a strong draw for commercial truck buyers looking for a light-duty pickup with good fuel economy, Diaz said, adding that it will be an excellent complement for its Cummins  6.7-liter diesel option in its heavy-duty pickups.

About the Author

Jim Mele

Nationally recognized journalist, author and editor, Jim Mele joined Fleet Owner in 1986 with over a dozen years’ experience covering transportation as a newspaper reporter and magazine staff writer. Fleet Owner Magazine has won over 45 national editorial awards since his appointment as editor-in-chief in 1999.

Sponsored Recommendations

Tackling the Tech Shortage: Lessons in Recruiting Talent and Reducing Turnover

Discover innovative strategies for recruiting and retaining tech talent in the trucking industry at our April 16th webinar, where experts will share insights on competitive pay...

Stop Sweating Temperature Excursions

Advanced chemical indicators give you the peace of mind that comes from reliable insights into your supply chains. Compromised shipments can be identified the moment they arrive...

Stop Sweating Temperature Excursions

Advanced chemical indicators give you the peace of mind that comes from reliable insights into your supply chains. Compromised shipments can be identified the moment they arrive...

How Electric Vehicles Help You Prolong the Life of Your Fleet

Before adopting electric vehicles for commercial/government fleets, prioritize cost inquiries. Maintenance is essential; understand the upkeep of EV fleets. Here’s what you need...

Voice your opinion!

To join the conversation, and become an exclusive member of FleetOwner, create an account today!