Fiat-Chrysler Automobile’s Ram Truck division has no current plans to add a midsize pickup truck in its range because it would cost too much to make it efficient enough to get on buyers’ radars.
Speaking to Autonews on the sidelines of the New York Auto Show, Ram boss Bob Hegbloom said that in today’s market, he doesn’t see how a successor to the Dodge Dakota that was discontinued in 2011 could be successful.
Hegbloom pointed out that, back in the 1980s, consumers bought smaller mid-size trucks even though they were less capable than their full-size counterparts because they were less expensive and “had incredible fuel economy.”
“When you look at those four factors, that’s truly what a midsize pickup customer is looking for,” said Hegbloom. “I’ve been able to develop a strategy to come up with three of the four — and even with what’s out there on the market today, I haven’t seen anyone who can deliver on all four.”
According to Hegbloom, for a mid-size pickup truck to make sense, it would have to return 35mpg highway, as Ram’s full-size 1500 Diesel gets 29mpg, beating GM’s Chevrolet Colorado and GMC Canyon mid-size trucks that are EPA rated at 27mpg highway.
“If full-size now is pushing 30 [mpg], you’re going to expect a midsize to be at least at 35,” Hegbloom said. “You’re also going to expect it to be significantly less expensive. But to bring the technology in to deliver on 35 mpg, then you’re going to raise the price.”
The Ram brand boss added that, while they could get 35mpg using a small diesel engine, “if you do that, you also have the expense that goes along with it. Now you’ve got a price point consistent with a full-size truck.”
All this applies to Ram, because we know that the Fiat brand is working on a mid-size truck for international markets.
Note: Discontinued Dodge Dakota and 2007 SEMA Show Dakota MX Warrior pictured
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