When GM trucks were at the peak of their boxiness, Dodge debuted its revolutionary second-generation Ram in 1994 which brought truck design into the modern era. With a tougher and sleeker appearance marked by a tall hood, large grille, and rounded edges, the Ram came with a
a new level of style that still influences pickup designs today.
Chrysler had only a 6% share of the American truck market in the late 1980s. So they were desperate for a hit when the Ram was due for its first redesign. During the later part of the first-generation Ram's nearly 25-year market run, there were two previously rejected designs for the second generation. The first design was determined to be too van-like and the second design allegedly bore too much of a resemblance to the F-150. After a few years of delays, the third time was the charm.
Driven by Chuck Norris for 8 seasons of Walker, Texas Ranger and by Hellen Hunt and Bill Paxton in the 1996 film Twister, the second generation Ram became somewhat of a pop culture icon.
But this Ram was about more than just modern design, with the 1998 “Quadcab” version, it became the first extended-cab pickup truck to feature 4-doors. These clamshell doors added a level of practicality that were pivotal in setting trucks on the path to today’s Crew Cab styles where the versatility is not just in towing and hauling but in the passenger compartment as well.
The Ram has continued to evolve and its current generation has received numerous accolades including 3 Motor Trend "Truck of the Year" awards as well as earning high marks from Consumer Reports. Two publications that aren’t always in journalistic agreement.
So how does a once revolutionary truck approach its first EV?
First, Ram debuted a striking concept at CES, then they followed it up with a decent-looking, albeit almost identical to the ICE version, production model a month later. Without the cartoonishly large front that plagues other full-size trucks, it is a clean design. However, this draws comparisons to the Ram design team’s second attempt at designing the second-generation which was vetoed for looking too much like every other truck on the road.
So why an essentially undistinguishable difference between the ICE and EV versions?
Stellantis was adamant that their buyers aren’t looking for a vehicle that is distinctly “EV looking”. Essentially stating that this was all intentional. The bland design is by far the biggest criticism the REV is receiving. People were excited by the original concept and are understandably let down.
Also, why bother debuting the concept if what was actually arriving on dealer lots looks almost identical to what was already on sale? This is especially perplexing given how EV concepts typically bear a greater resemblance to production concepts than their ICE forbearers did to their concepts.
Regardless of their intention versus what came to fruition based on cost savings among other factors, Stellantis does have a valid point here. Unlike its competitors, Ram still sells the previous generation model as the Ram 1500 Classic. Originally launched back in 2009, buyers are still purchasing this 15-year old model. Clearly, their buyers aren't deterred from buying a design that’s been on the road for a while.
That being said, the current generation was launched in 2019 and is already in its 5th model year. Given typical model cycles, one could assume that the EV will be produced for at least another 5 years which will mean it will likely be at least a 10-year-old design before any major redesign occurs.
Whereas Ford launched the current F-150 in 2021 with the Lightning EV following a year later as a 2022 model. Meanwhile, Ram launched this generation in 2019 with the EV variant in 2024.
In general, most trucks look quite similar, it’s difficult to distinguish the last few F-150 iterations from their exteriors alone. The second-generation Toyota Tundra was on the market for about 15 years. So the shelf life for a truck design is a bit longer than that of a crossover or sedan.
But regardless of segment, with the rise of EVs, there seems to be more of a race going on for the latest and greatest technology and design. The Ram REV has an almost identical interior to the ICE version aside from the passenger side screen display (a la Grand Wagoneer and top-level Jeep trims). The tailgate and front /frunk opening/grill are the main differentiators. Essentially, there are 2 exterior panels that differentiate the Ram REV from the ICE Ram. If you look at the truck's profile, you can’t tell the difference between the gas-powered or EV-powered version.
Visually, the Ram might not be a leader but based on its reported numbers, it’s a force to be reckoned with. Boasting a Lucid-rivaling 350-500 miles of range, Ram already has a winner on capability alone. Combine those numbers with 654 Horsepower and 620 lb-ft Torque which enables a maximum tow rating of 14,000 pounds, and the Ram REV’s appeal is quite obvious. Ram claims it will take 10 minutes to charge 110 miles of range and the 15 cu. ft frunk further adds to practicality.
The tech is what matters but so far, EVs have been known to combine tech with design. Truck drivers are known for brand loyalty and Stellantis appears to assume that these buyers are more stubborn to change than buyers in other segments. Thus, giving them essentially the same truck, but selling them on EV capabilities alone might be the best way to ease them into the driver’s seat.
Perhaps a built-from-the-ground-up EV is in Ram’s future, maybe first in a smaller size segment to appeal to younger buyers. I assume the next generation 1500 REV will be a ride on a dedicated EV-platform.
Moving around the auto show, it was easy to compare the full-size trucks. Since Chevy started refreshing the Silverado in 2022 after this generation’s 2019 launch, the interior is more modern than Ford and Ram. It’s interesting to see how far GM has come in that regard considering their interiors were such a weak spot for so long.
The Silverado EV has a huge leg up on the Ram and F-150 Lightning in that it is a built-from-the-ground-up EV using GM’s Ultium battery and shares a platform with the GMC Hummer EV. In addition to featuring a folding midgate, the Silverado EV impresses on unique form as well as function.
Ram is an interesting branding case study in that is essentially both a brand and a model designator. Known as the “Dodge Ram” for its first 3 decades, it was spun off as its own brand of Ram Trucks in 2011 which includes the Ram Vans (now ProMaster). While the move stranded Dodge without a volume model, it also was interesting in that with the absence of the former midsize Dakota, the Ram 1500 is really the only non-commercial vehicle in the Ram Truck lineup.
It's a move I was perplexed by at the time, but considering how strong the Ram lineup has been, it was probably smart to separate it from Dodge which has been struggling to regain ground for a while now.
Ram made a name for itself with unique branding and design choices, as well as bringing revolutionary innovations to the truck segment. With impressive stats, the 1500 REV looks great on paper. Only once it starts making its way to homes across America, will we see if buyers think it looks good in their garage too. Or, will the shinier, more modern Silverado EV win America’s hearts?
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