The new 2009 Dodge Ram offers quite a few “refinements” not found on most pickups. In addition to a more powerful - and more economical - HEMI, Dodge is also offering a rear coil suspension on the new Ram and the new “RamBox” feature on their new crew cab trucks. While it makes sense for truck manufacturers to innovate, at what point do these “refined” additions hurt a truck’s image?

Is the new Dodge Ram too “nice and refined” to be considered tough?

First of all, it’s important to understand today’s truck market. According to many industry analysts, the days of the “casual” truck user are nearly over. While it was once a common occurrence for consumers to evaluate a truck as a commuting vehicle, the vast majority of today’s truck buyers are more interested in a pickup as a work vehicle than as a status symbol. No longer are we going to see “soccer moms” and urbanites buying crew-cab pickups that are never used for their intended purpose.

If these industry analysts are to be trusted, then future truck sales will be fostered by utility and work features. Refinements like DVD headrests (discontinued on the new 2009 F150) will be taking a “back-seat” to hard working features like tow ratings, torque, and work accessories. Yet Dodge’s new Ram has nearly the same payload and tow ratings as the outgoing model, with some suggesting that Dodge opted to sacrifice hauling and towing capability for a better ride (hence the decision to go with a slightly weaker rear coil suspension).

The new HEMI is definitely more powerful, but the marketing emphasis will be on the increased fuel efficiency as much as it will be focused on power. The new Ram will also offer an exciting new “RamBox” bed-storage-feature, but it will only be available on family-friendly crew cab trucks (at least at first).

Dodge’s new interior is also likely to be a focus of the new ad campaign - stitched leather, ventilated seats, and heated steering wheels are sure to generate ‘oohs and aahs’, but will your typical work-truck buyer really be that impressed? Will a real truck buyer think these features exhibit sophistication, or will they think the new Ram is soft?

The biggest gamble the Dodge is making with the new Ram is the use of the coil rear-suspension. Truck designers have stuck with solid-axles and leaf springs for decades, with only Chevrolet flirting with a rear coil setup back in the 1960s. While some car reviewers (who we mercilessly mocked a few weeks ago) will likely find the new Ram’s improved ride and handling a huge selling point, there’s no telling if true-blue truck buyers will embrace this feature. If coil setup doesn’t work as advertised (or if it doesn’t haul or pull with confidence), Dodge could lose a significant share of the half-ton truck market.

What do you think - will the new Ram’s refined image help or hurt sales in today’s work-truck oriented market? Is the new Ram “soft?”

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