Pickuptrucks.com sat down with the new Dodge Ram brand CEO Fred Diaz Jr. for a confused little conversation about Dodge, Ram and the difference between the two. The clearest statement coming out of the discussion is that Ram is about trucks. “It’s my responsibility to make sure that I nurture the brand so it’s distinct and all about trucks,” says Diaz. But it’s not even that simple. “At the end of the day, the Ram [pickup] will still have some Dodge DNA to it. Anything that’s a real, true truck is part of Ram and the Ram brand going forward.” And what of Dodge cars? How are they different from the Ram brand? “I don’t know. I can’t speculate but it’s one of my priorities to figure that out,” Diaz replies. “The car side is definitely going to be marketed and branded different than the Ram brand, which is all about trucks and their capabilities.” Rumors are flying around that Dodge cars are on their way out, but Diaz won’t confirm them. How can Ram have Dodge DNA if there is no Dodge? And hasn’t the past branding model been to put Ram DNA in every Dodge? Something has to change, but what?
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How can Ram have Dodge DNA if there is no Dodge?
Indeed, no one thinks “Dodge” anymore and thinks of the car line. Excepting the enthusiasts who are into the Charger and Challenger (current build).
And hasn’t the past branding model been to put Ram DNA in every Dodge?
Cosmetically perhaps. They share little in the way of platforms, powertrain, etc. And we all know where Dodge put their A-game, such as it is/was.
Dodge DNA? Ram DNA?
It’s DESIGN. It has nothing to do with DNA. If you want to add a big word in there, say “Design Influence”.
I don’t care if the usage is the “parlance of our times”, it’s a misuse of the word (phrase) DNA. Bad English is not good.
I shall now give you my glare of hatred.
glare… (and I hope it burns, BURNS I say!)
This sounds like good sense to me. All the pickups are Rams with quarter/half/full designations and future trucks (maybe a Wrangler platform share, maybe a nutted-up SUV) are referred to as Ram-whatevers. I kind of like the idea actually, and they can still be called Dodge, wether or not there’s any cars attached to the name.
You’d think they’d go upmarket with Alfa and cheap/sporty/tacky bold with Dodge, leaving Chrysler to fill the gap, Buick style. Now it looks like Alfa’s in the middle and they aren’t sure if they need Dodge after all to platform share effectively.
If I bought a new vehicle and it had even an ounce of “Ram DNA” on it I would refuse delivery until the dealer cleaned it up.
I’m not sitting in that!
“I don’t know”. Well, that and a quarter will get you a cup of jack squat! –“Matt Foley”, SNL
If it’s his job to market Ram, he’d better understand the distinction between Ram and Dodge. You’d think these answers would be worked out before a public interview occurs.
Amazing — 3 cliches/buzzwords in 2 sentences:
“At the end of the day”
“DNA”
“going forward”
Obviously, this Diaz guy is clueless…
Amazing — 3 cliches/buzzwords in 2 sentences:
“At the end of the day”
“DNA”
“going forward”
Obviously, this Diaz guy is clueless…
Meh. It is what it is.
Whatever.
Albright: +1 on the Ram DNA.
I bought a pickup with “Dodge Ram” on the tailgate.
I painted out the word “Ram”.
Steven Wright
So, if Dodge Cars is going to be discontinued as a brand, what stops Chrysler from continuing the Dodge brand with trucks only? Separating the Ram from Dodge makes no sense either way.
Ram Ram, the only choice of Barney Rubble’s kid Bam Bam.
The real question is….
Who gives a crap?
I mean really, if the whole organization closed overnight, so what. A few JEEP die- hards shed a tear and the world still turns.
No one will say…”I wish I could have that Chrysler made Fiat” lol
@RNader: I agree with the real answer to the real question, and so do most people outside of Detroit.
Going on three months back home in Michigan – kinda sick of Crysler/Dodgy/Cheep products all over the place. It’s a hot mess.
Do we need these vehicles in the world? Can’t GM and Ford build trucks for us?
OK, can we please stop using terms like “Brand DNA” or any other reference to the “DNA” of machines? Brand DNA is so, like, last year. DNA is biological, not mechanical.
There is no such thing as Dodge DNA. The very term is absurd.
Amazing — 3 cliches/buzzwords in 2 sentences:
“At the end of the day”
“DNA”
“going forward”
Obviously, this Diaz guy is clueless…
Meh. It is what it is.
Whatever.
Good on you.
what about the mighty Sprinter. Has it any Ram DNA?
Nine!
“Obviously, this Diaz guy is clueless”
Therein lies the problem behind what could have been a very profitable company. Only morons were promoted to the highest levels. Why this was the practice continues to boggle my mind. I have a few theories. What is clear is that it severely hampered (and obviously still does) the company and poor choices are continually made with disastrous results and often no punishment to those who screw up, only more promotions. To quote Charlton Heston, “Its a mad house! A mad house!”
Maybe its me..
But Im seeing the word BRAND wayyy too much.
It would just be nice.. if someone figured out how to properly sell a car to a customer who can overlook…
And or pay sticker.. ((haha)) Bad joke.
Bankruptcy
Dealer issues with mothership
Issues with the vehicles themselves..
Among a whole host of issues not even starting with.. their lineup changes faster than my socks do.
This is the root problem of the American car companies. Too much emphasis on brand and marketing, not enough emphasis on product. Toyota doesn’t spend much time branding or marketing the Corolla but worldwide is selling probably a million or more a year. American car companies agonize about branding and marketing, but can’t match the results.