Fast-growing American pickup truck brand Ram is pleased with its Australian partners Ram Trucks Australia and will help local distributors and converters stay competitive in the face of new competition.
Ram’s local transformation is the result of a partnership between the Walkinshaw auto group and Neville Crichton, owner of Ateco Automotive, which aims to sell 10,000 Rams this year and grow to 20,000 in the near future.
While the brand managed sales of 6,149 vehicles in Australia in 2022 and looks set to hit 10,000 based on its current monthly run rate in 2023, that could change as the US truck market benchmarks. heated up in Australia with the arrival of Ford F-150 later this year.
Starting at $106,950 (excluding marketing costs), Ford’s best-selling model in the US, will follow the Ram 1500, which starts at $98,950 for the Express Crew Cab. (before road costs).
Talk to Australian media at New York Autoshow new reveal RAM 1500 REPLACEMENTSMike Koval, CEO of Ram confirmed the relationship with the Australian distributor remains strong.
“We appreciate everything the team in Australia and New Zealand are doing, they are great partners for us and you can see the numbers. I mean, we’re growing leaps and bounds year after year. In fact, 2022 is the best year in the brand’s history in that market. Therefore [we are] very pleased with the way things are going,” said Koval.
To help Ram reach its Australian target, Koval confirmed the brand will help the local distributor stay competitive should price become an issue.
“We have a strong working relationship, [it’s] open and transparent. Their success is our success and vice versa… So we, we have to try together and if there is a challenge we need to. [meet], I think one of the things that always has to be done is we have to be competitive. We will always have those conversations and the door is always open.”
Koval is very optimistic about the possibility that the RAM 1500 power suppression will come to Australia and that our market will be seen as a more serious competitor for future products.
“We are a global brand like never before. Certainly, historically, sales of the Ram brand were primarily in North America. No more. If you look at the numbers of South America, the Middle East, Australia, New Zealand… where there are things like this [Ram 1500 REV] can really help us. Right? So no, this is all about global growth,
“This electrification is a game changer for all of us. So especially in the truck segment. With full knowledge of what others have announced.”
The Ram 1500 REV has a range of over 800 km with over 650 hp, but it won’t go into production until at least the end of 2024, meaning Australian conversions and deliveries are unlikely to begin until mid to late 2025. However, the pure electric vehicle EV ute could be the beginning of a new era for the American brand’s globalization strategy.
