Third place pickup brand Ram is grabbing market share away from rivals and wowing critics with its plush interiors and tech. As the Detroit Three — General Motors, Ford, Fiat Chrysler — rely ever more on trucks for profits, the battle among them is growing more and more fierce.
Ram has gone from a third-place also-ran in America's truck wars to a serious challenger.
The Ram Heavy Duty pickup snatched industry publication MotorTrend's 2020 Truck of the Year award on Tuesday, givingpickup brand yet another award to add to its growing trophy collection. The smaller full-size Ram 1500 pickup won the same award for 2019. It is a dramatic rise for a brand that many in the industry thought Fiat Chrysler was mistaken in creating in the first place. After the Italian automaker Fiat merged with Chrysler in 2009, management decided to spin Ram out of Dodge, allowing the former to focus on trucks and Dodge to focus on performance cars and a few other models with solid customer bases.ditched some of its own brands.
But the bet seems to have paid off both in critical praise and growing market share. Now analysts say GM and Ford are taking notice and may be making similar tweaks to their own lineups.
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