Sorting through the press releases that cross my e-transom on an hourly basis is one of those giddy-producing boredom deals. "Thor Announces Preliminary Sales for Quarter, 12 Months; Backlog." Who knew the Norse god was accountable to stockholders? "Electric Car Night Adds a Jolt to Walter P. Chrysler Museum Series." For that you got paid? But when the most recent 2009 Dodge Ram press release arrived, I was genuinely surprised to see its focus: safety. Yes, in addition to the usual list of 33 standard (and I mean that literally) safety features (airbags! seat belt reminder! auto-reverse sunroof!), Ram buyers can enjoy (if that's the right word) standard Four-wheel Anti-lock Brake System (ABS) and Electronic Stability Program (ESP) with Hill Start Assist (HSA) and Trailer Sway Control (TSC). OK, thanks for that. But who decided to market the new mucho macho Ram as the Volvo station wagon of full-sized pickups? To be fair– nope. That's all I got.
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They’re not going to have a very long conversation talking about fuel efficiency – even though it’s better than the old one, it’s still not leading the class. Performance should be fine, but that’s less interesting to buyers nowadays. I guess they didn’t have much else to talk about, other than the 42 standard storage cubbies (joking about the exact number).
Dodge did do a good job with the Ram’s styling – it’s tough looking without appearing as contrived as the old ones were. The interior of the 2009 is also a huge leap forward.
Well, they gotta have something to say….can’t brag on the Hemi, and the vehicle ain’t green in any way, shape or form, maybe they should just say…”Buy the new Ram….it isn’t a Titan!”
It remains to be seen if feature-pushing press releases morph into a safety-related marketing effort, but what else can they push? Most full-size pickups are so ridiculously competent and capable that it is getting downright difficult to set the bar any higher without completely sacrificing a competitive price or, in today’s market, a competitive fuel economy.
A full-on assault on the hearts and minds of overprotective parents might be just the thing to convince them that driving a 30+mpg econocar is akin to advertising that they don’t care about their children.
6,000lb vehicle weight = safe…unless you hit something that is also 6,000lbs or that is immovable like side of bridge.
@ Mark McInnis:
It isn’t a Titan. Yet.
I always thought that a great way to market a pick-up, if you could invent it, would be paint that is markedly more scratch and scrape resistant. Even when used for it’s intended purpose, I think people want their vehicle to look good for as long as possible. The other thing I always thought would be useful is superior up-close and side illumination. From my experience using these things recreationally and for work, once you are beside something, you can’t see crap at night. In a car, that’s okay, but in a truck driving slowly along a crappy trail or carefully trying to manouver a boat, it’s a real nuisance.
After once working in marketing in corporate America, their writers are just writing to what they think are the best selling points in today’s market for the RAM (where as talking about a truck’s horsepower and torque these days just means sucking gas!). I have noticed other manufactures as well talking about safety for their vehicles (that are not high mpg) as it is still a valid selling point.
Really, who doesn’t think about vehicle safety, even for a pickup that your rug rats ride in? Personally, I would rather get rear ended while driving a RAM then an ugly little Prius. :D
I’ve looked over the website for the new Ram and it does promote the horsepower and torque, which are very impressive.
Actually the entire truck looks impressive inside and out.
It’s a shame about those fuel prices and it’s a shame they didn’t put that much work into the Avenger and Sebring or the Caliber.
And NickR, that’s a brilliant idea.
Rear coil springs on the half ton bombed bigtime back in the 60s for Chevy. Interesting to see how this works out for Chrycoberus.
If it weren’t for fuel prices I’d buy a RAM as soon as I could, especially the newer one. It’s got a ruggedly stylish look to it, like a Santa Fe Super Chief or the old diesel Zephyr train.
Aside from their current cars, I like Dodge. The older Dakotas were beautiful trucks, and the Neon was a pretty good car in its day. Not to mention the Challenger. I also like Jeep’s Wrangler (fantastic off-roader, in case you didn’t know) and Patriot (decent off-roader with acceptable fuel economy and badass Cherokee look).
As for marketing the Ram on safety, at least it isn’t a Dakota (recently got embroiled in the side-impact IIHS testing catastrophe). I think they should market it on style, though. A truck that good-looking is going to (or should) get good sales just as a nice driveway ornament.
Like this POS is an industry leader in anything but lack of sales. I am sure this Junker will sell as well as the previous crap tank. Does Crumblerbus make a transmission that will last longer than 50,000 miles? Didn’t think so…
indi500fan-were the coil springs on the 60s Chevies bad? My dad had one when I was a kid. We traveled a decent amount on camping trips. Truck lasted a long time.
Ryan- the truck transmissions are usually better than the ones in FWD cars and minivans. Did you own a Chrysler vehicle with transmission problems?
davey49,
I believe there was a problem with the Chevy setup. But the Dodge set up is not the same. Details are here:
http://www.allpar.com/model/ram/2009-ram.html
Search for Bob Sheaves (the same Bob Sheaves mentioned before in TTAC postings) to see his comments on the new suspension system and why the Chevy version did not work.
Their marketing slogan for the new ram seems to be “Never back down from a challenge.” So I’m guessing they’re not marketing only safety, but it doesn’t hurt to say “we’ve got the safest truck.”
Ryan:
Does Crumblerbus make a transmission that will last longer than 50,000 miles? Didn’t think so…
I’ve heard nothing but praise from MT Ram drivers I know. Of course, my sample size is 2…
A driveway ornament? I dont spend $25,000 to impress people I dont know with my stupidity.
I wonder if the dashboards in the latest and greatest Rams will hold up as well as previous models.
Search: ram dashboard collapse. Quite interesting.
It really is a safe car. My mom’s friend works at the Ram plant up here in MI. She was given a prototype truck because she had to pick up some tables for her 4th of July party. She was at an intersection and someone ran a red light so she swerved out of the way and she flipped it three times. She walked out fine.
If these Rams sell as well as the current models they should make life safer for the rest of us, as the trucks will all be sitting on the dealers lots instead of out on the road.
A driveway ornament? I dont spend $25,000 to impress people I dont know with my stupidity.
Some car guys spend their lives pining away for a $500K Ferrari with a V-12 engine. Their car gets 15 miles per gallon and will likely never see a tight winding road or track for them to put it through its paces. It’s a driveway ornament, because it’s unnecessary, but who gives a shit? He’s a car guy, he likes cars, ergo he buys the best car his money can buy.
My dream is for a 5.7 liter HEMI Hybrid Lariat with four wheel drive. I consider such a vehicle a driveway ornament because it will likely not tow or haul much in its long life. But I want it anyway, because I like big trucks and I think it’s a beautiful truck.
And if I need hauling, I can use the vehicle to haul or tow whatever I’d ever need towed–TVs, furniture, appliances, whatever it is, the truck can tow it.
This apparently makes me stupid. If it does, so be it. I don’t care.
P.S. If you buy a RAM at $25K in this market you got hosed. These trucks are going for as little as twelve thousand right now. In some places a fully loaded truck goes for $19K.
P.P.S. That RAM dashboard cracks debacle is interesting. I might reconsider my dream car now.
npbheights: “I wonder if the dashboards in the latest and greatest Rams will hold up as well as previous models.”Apparently, the problem affects PT Cruisers, as well.
And the few remaining defenders of the Big 2.8 are still indignant when everyone else buys foreign-branded vehicles…
I couldn’t believe how widespread the dashboard problem was, and its not just in Sunbelt states. People in New England and NJ report the cracks and collapses as well.
Hemi? Coil Springs? Call me picky, but having faith that the dashboard wont fall to pieces ranks pretty high on my list of things I want on my next trunk.
Driveway Ornament? They seem to make good Dealer Lot ornaments down at the Dodge Boy’s…
I googled “ram dashboard collapse”. Here is what I found (Google will sometimes give multiple page listings for a single site if the search criteria is on it, so I condensed it):
Video: 2001 Dodge Ram Dashboards Collapsing, Cracking, Dealerships Won’t Fix – Consumerist | Stang Runner.
Video: 2001 Dodge Ram Dashboards Collapsing, Cracking, Dealerships …
consumerist.com/consumer/video/2001-dodge-ram-dashboards-collapsing-cracking-dealerships-wont-fix-259413.php – Similar pages
Is your 2001 dodge ram dash falling apart….. – Motor Trend …
Dodge Ram Owners Report Dashboards Collapsing, Cracking : ORLANDO, Fla. — Several owners of 2001 Dodge Rams are reporting that the dashboards on their …
forums.motortrend.com/70/6921489/pickups-suvs/is-your-2001-dodge-ram-dash-falling-apart/index.html – 79k – Cached – Similar pages
On Your Side: Dashboard Dangers / – Augusta News, Weather, Sports …
Jul 16, 2007 … Plus they had not heard of any problems with the Ram Dashboard. I feel it is a safty concern … Mine is about to collapse in the middle. …
http://www.wrdw.com/home/headlines/8536697.html – 94k – Cached – Similar pages
2001 Dodge Ram 1500 cracked dashboard — [ CarComplaints.com ]
You’re worried about cracks in your 2001 Dodge Ram 1500 dashboard? …..
http://www.carcomplaints.com/Dodge/Ram_1500/2001/accessories-interior/cracked_dashboard.shtml – 145k – Cached – Similar pages
Orlando Sentinel – WKMG delivers on collapsing-dashboard story …
May 2, 2007 … WKMG delivers on collapsing-dashboard story, but is the station … an eye-opening investigation into problems with the 2001 Dodge Ram. …
blogs.orlandosentinel.com/entertainment_tv_tvblog/2007/05/wkmg_delivers_o.html
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OK call me stupid, but, it looks to me this was a problem with the 2001 models, which according to Wikipedia is the last year of the 1994-2001 generation. Not only are talking about 7, almost 8 years ago, the 2009 is T-W-O generations removed. If I go buy a Camry today, will the engine sludge? I doubt it. If memory serves me they fixed the sludge problem. I would think the same applies to the Ram or I would have found more recent model years.
You know a company is in trouble when it starts to use safety as a selling point – normally they dont give a damn about the passengers as long as they move plenty units
That is too broad a statement. The truth is that some companies (and individuals) have championed safety and at other times fought it or ignored it. You could write a column about this but it would take at least two parts. Sometimes companies pushed safety because they believed in it. Other times because they wanted to market it. There are a lot of stories I could tell. Lee Iaccoca pushed saftey while an up and comer at Ford (he tried to demonstrate the new padded dash at Ford by dropping raw eggs on it while perched on a step ladder) – it didn’t go over too well. Later at Chrysler he opposed air bags at first – he was worried about false deployments and the lawsuits that would follow. When the engineers convinced him that it was a non-issue, he got behind it.
Another interesting tidbit – he was all for the ignition interlock. This would prevent a car from starting if you didn’t have your seatbelt on. His take on it was we have all kinds of regulations about wearing helmuts on cycles, etc. so how was this any different? After this proposal worked it’s way thru congress and NHTSA it became just a buzzer that would not go off if you didn’t buckle. Drivers circumvented this by buckling the seatbelt behind them. So it became in effect neutered. The public complained about them so much that the automakers changed it to a buzzer that would sound for a certain amount of time and then go off. Then the sound became a pleasant chime. Well, that’s gonna make you buckle up, isn’t it? And all those saftey groups and folks like Nader who clamored for “passive” safety devices (meaning it does not require active participation from the driver or passengers – remember the automatic seatbelts in the door?) to protect us? Well they lobbied congress to have airbags that would be powerful enough to stop a 150 lb occupant who was not buckled in from hitting the dash. Result? Children and small adults were being killed by airbags. The engineers tried to tell the regulators this was not a good idea. When you look at the history of auto safety and the tangled web between automakers, government and the safety lobby it’s a miracle that cars are as safe as they are today.
Ryan:
Like this POS is an industry leader in anything but lack of sales. I am sure this Junker will sell as well as the previous crap tank. Does Crumblerbus make a transmission that will last longer than 50,000 miles? Didn’t think so…
Great post. But remind me how you’ve decided that the new Ram is a piece of shit junker. Ever driven, sat in, or even seen one? Read any reviews yet?