Stellantis CEO Carlos Tavares has vocalized once or twice on the global potential of two very American brands: Jeep and Ram. As for Jeep, it’s become an established marque all over the world. From Asia, to Europe, to select Arabic markets, and even South America. And this winning formula could soon be what’s next for the Ram truck brand. The marque continues to see momentum in its respective markets, and if you ask the seasoned Stellantis CEO, it’s fueled by a taste for Americana.
In a recent sit down in New York, where he gave rather candid remarks regarding the industry’s (forced) pivot into electrification, he also touched on global demand for big pickup trucks outside of America, describing it as “it sparks.”
Adding to the sentiment, Taveras said that “people are buying the U.S. lifestyle, they are buying the power, they are buying the appeal of those products and they are buying at a high price.”
Globally, the Ram product portfolio varies, but it’s all fueled by the same imagery. In fact, Taveres echoes similar comments made previously by Ram brand CEO Mike Koval.
“We just had the best half ever in terms of international sales,” Koval told MC&T last summer in an exclusive interview. “I absolutely believe that (Ram can globally tie the brand with one vehicle)… there’s so much potential for the Ram brand. The TRX has acted like that halo model we expected and hoped it would be… we launched it 2 years ago and I got calls from all over the world – China, South America – it’s really raised awareness of the Ram Brand all over the world… our international demand for our products has never been higher.”
Looking ahead, Ram is readying for two exciting new future products in the USA, as well as new global entries. The first is the Ram REV electric pickup truck that seeks to compete directly with the Ford F-150 Lightning and Chevrolet Silverado EV that will launch in 2024. This month, Ram plans on showing its dealer network a smaller truck concept; something that’s been eluded to for a while, and recently spied testing in the Swedish Arctic Circle. This could also double as the new Ram 1200 truck that’s expected to be sold in South America.