The perpetual cycle of one-upmanship in the pickup truck game seems to be continuing at a breakneck pace into the electric era. The in-yer-face Ram brand, never one to shy away from bold or poke-the-bear marketing, let fly with a Twitter post touting their upcoming Ram EV – one day before the scheduled launch of the all-electric Ford F-150 Lightning.
Cheekily stating they’re looking to ‘steal some thunder’, Ram’s post shows the light signature of what’s expected to be the Ram EV, an all-electric pickup that will likely use a platform completely different from existing Ram half-ton trucks. The teaser video doesn’t show much beyond what we’ve already seen, including some details which first surfaced at the company’s EV Day last year.
https://twitter.com/RamTrucks/status/1518577924479365121
While still shrouded in mystery, official teaser sketches of the Ram EV seem to show a truck that will employ a sleeker body than that of the current gas-powered Ram, a tack that has also been taken by Chevy with its all-electric Silverado. Bank on the usage of the STLA Frame platform to underpin this truck, using motors at the front and rear with a flat battery underneath the cab area. Range and price are all question marks for now but it’s worth mentioning that both Ford and Chevrolet have priced base models of their EV pickups at just a skiff under $40,000.
Those of you who’ve been paying attention will quickly note that Ford is currently far ahead of Ram in terms of bringing an all-electric pickup truck to market. The crew at the Glass House is holding an event later today to celebrate the start of Lightning production, beating Ram to the punch by several leagues and an epoch. Ford is scheduled to begin production of the Lightning today, a few months before Stellantis is even ready to show a prototype of their rig; that event is planned for the autumn of this year. The first media drives for the Lightning are next week, TTAC will be there. Pundits expect a Ram EV to pop up in showrooms in the 2024 calendar year. It will be preceded by an all-electric Promaster work van.
Like it or not, EV trucks are on their way, marking a significant change in the way these rigs are used. But if the marketing bravado is any indication, the ‘anything you can do I can do better’ attitude isn’t going anywhere.
[Image: Ram]
Become a TTAC insider. Get the latest news, features, TTAC takes, and everything else that gets to the truth about cars first by subscribing to our newsletter.
Scroll to the bottom of the page at this link to see what Ram was up to at the 2022 Chicago Auto Show:
https://www.ramtrucks.com/revolution.html
“the ‘anything you can do I can do better’ attitude isn’t going anywhere”
That’s a good thing in this new market space.
I’m convinced that the Lightning and Silverado EV (and Rivian) have taken reservations from the mythical Cybertruck. Adding RAM to the mix will only improve the market.
Cybertruck – when it finally launches – may end up as a bit player while F, GM, and RAM fight it out in the streets. This developing market will make for an interesting case study in business schools.
When the CT launches, it will probably have a run rate capability equal to all those combined, and the order book to back it up. I’m not sure the CT is targeted at the same niche, but there is overlap in the higher priced “lifestyle” trucks.Looks like Ford will have the contractor/fleet market sowed up, but, once gain, they don’t have the bricks and mortar to churn out enough.
I predict the Cybertruck will sell well in its first year or two before sales slow to a trickle. That’s long been the pattern of funky-looking vehicles, like the AMC Pacer or PT Cruiser. Once everyone who likes the look buys one, it will have trouble appealing to someone who just wants a truck. That is, unless there really is some practical advantage to the Cybertruck’s shape or features.
I had looked at Lightning pricing on Ford’s website. The extended range option added 13,380 CAD to the price. 81,300 CAD is a lotta loonies to go green. A diesel ZR2 Crew is 24K less.
For contractors, who usually service a small area – these will be a boon. Ford’s contractor base model is catering to this. A smart approach. luxo lifestyle barges – well it’s the price of having a lifestyle.
“well it’s the price of having a lifestyle.”
Finally an upside to having no life.
Got to give credit to Ram they have generated some excitement with their redesigned Rams and with their great interiors. Ford is still No 1 in truck sales but Ram has really brought out their A Game. Ram is definitely giving it their all. Now its time for a mini Ram.
I like the RAM in ICE form, but given my experience with myriad electrical issues with both my Chrysler 300 (lemon law’d) and Grand Cherokee, I’ll pass on an all Electric vehicle from FCA/Stellantis for awhile.
True I had electrical issues with my Chrysler 5th Avenue.
I’ve heard that about those but I cannot recall if it was the M-body variety or the K-car variant which took the name after MY89.
My 5th Avenue was a 1984 M body the same as the Diplomat and Fury. The car had a solid drive train but the electronically controlled lean burn carburetor was troublesome. My electric windows and locks would work sporadically and I stopped using the electric lock switch because the locks would lock and unlock with out stopping and the only way I could get them to stop was shut the engine off. The first couple of years no problems but the electric gremlins then surfaced. I got my mechanic to diagnose them but they could not be fixed. It had nothing to do with the motors but it was most likely a issue in the wiring. I did like the 318 V8 but it should have had either a manual carburetor or EFI. I did get 200k miles out of it but the interior door handles and door pulls had to be constantly fixed (poor quality body hardware). First and last Chrysler product for me.
Thanks.