Following in the footsteps of its sister brands Dodge, Chrysler and Jeep, the Chrysler LLC Group’s Ram Truck division is relaunching its marketing strategy with a new tag line that will make its official debut during this weekend’s TV broadcast of the Kentucky Derby racing event, which the company is an official sponsor.
The firm’s new motto is ‘Guts. Glory. Ram’ and according to the Auburn Hills-based group, it pays homage to the history of Ram Truck Brand and “represents the hard work and dedication placed in the design, engineering and production of each and every Ram truck”.
Commenting on Ram Truck’s decision to launch its new tagline at the Kentucky Derby, the company’s President and CEO, Fred Diaz, said: “This year’s participation marks a milestone for the Ram Truck brand as we move forward with our continued partnership and introduce the Ram Truck brand’s new tagline, ‘Guts. Glory. Ram’”.
Along with the sponsorship of the event, a representative from the Ram Truck brand will present the winning trophy to the owner and jockey of the “American Turf” stakes during the Kentucky Oaks races, while the company also participates in the Super Hi-5-wager offering a new 2011 Ram 1500 Laramie Longhorn truck to the winner.
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