Dodge Trucks Moving Towards Softer Image

Posted by Admin (Jason) in January 12th, 2009

In 2008, total combined sales for the Toyota Tundra and Toyota Tacoma surpassed the total combined sales of the Dodge Ram and Dodge Dakota. While uncertainty surrounding a Chrysler bankruptcy was certainly a factor in Dodge’s reduced sales last year, it’s hard to ignore the fact that Dodge trucks are falling in popularity. After all, Dodge announced a successful sales incentive this past summer (the $2.99 a gallon gas incentive we denounced as a rip-off – and we were right) as well as a new version of the Dodge Ram, and they still finished behind Toyota (a relative newcomer to the truck market).

Back in 1991, Dodge faced a very similar situation. The venerable Ram and Power Ram, which debuted in 1981, had fallen into last place in terms of truck sales, and the Chrysler corporation was at death’s door. Following a complete corporate overhaul, the new 1994 Dodge Ram appeared and became an instant success. Dodge capitalized on a very bold choice – introducing “semi-like” styling to a half-ton pickup. It was a masterstroke.

This weekend, auto blog Jalopnik.com published an article that stated Dodge is considering replacing the Dakota with a car-based light truck. This information only adds to our impression that Dodge is moving towards a soft and luxurious image. Instead of the power and performance image that was cultivated during the “That thang got a Hemi?” campaign, they’re going up-market. Here’s why:

Dodge’s new Ram features a coil-based rear suspension. While this suspension has been touted for it’s ride and handling characteristics, the new 2009 Ram actually hauls and tows LESS than the 2008 Ram. Was this a step backwards, or a step in a softer direction?

The new 2009 Dodge Ram also features a top-notch interior that has been lauded for it’s luxury feel and quality, and the new 2009 Ram has been especially appealing to people who are buying a truck for personal and light use. Yet declining truck sales are reducing the number of personal and light use truck buyers, making the work and heavy use buyers the most important customers. As you can imagine, work and heavy use truck buyers could often care less about fancy interiors.

Now, Dodge is rumored to be developing a mid-sized car-based pickup truck to replace the Dodge Dakota. Considering that Honda builds a terribly unsuccessful car-based truck (the Ridgeline, which we compared to a Tundra just for giggles), and considering that gas prices have fallen back to relatively low prices, past results seem to indicate that a car-based truck isn’t likely to get much of a consumer response.

Chrysler CEO Jim Press was recently quoted as saying that Chrysler could be America’s next “Mercedes” or “BMW.” Obviously, aspiring to the status and prestige of these makes means leaving the rough-and-tumble image of Dodge behind.

Could it be that the truck market as a whole is moving away from power and performance and towards luxury and comfort, or is Dodge getting soft? Will Chrysler’s decision to build a fancy Dodge Ram and a car-based Dodge Dakota back-fire? What do you think?

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7 comments

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Ingle Said in January 12th, 2009 @10:18 am

IF dodge shifts their grunt image of trucks to luxury then they would sacrifice or better yet lose a good slice of the pie. With the situation they’re facing at the moment, can they afford it?

Jeremy D Greatone Said in January 12th, 2009 @4:08 pm

With a shrinking truck pie, is not a truck that can dip into other pies make sense? I think it is a bold and smart move. Is it right? Time will tell but the truck market is WAY overfull now and any attempt to grab business from other markets is smart. being more truck like will garner a few sales.

admin (Jason) Said in January 12th, 2009 @7:59 pm

Ingle – It’s a risky move in my opinion too.
Jeremy – Fortune favors the bold for sure – perhaps this will be the move that revitalizes the Dodge Ram. My guess – it’s not going to result in a lot of sales. Dodge will become an “also ran” in the truck market in terms of market share. Still, that doesn’t mean that they won’t be a profitable company. There’s a lot of money to be made selling powerful luxury trucks…

Mickey Said in January 12th, 2009 @8:19 pm

I bet that $2.99 a gallon is well worth it since gas is $1.60 a gallon.

Jeremy the Wonder Gerbil Said in January 12th, 2009 @9:09 pm

I have their new slogan:

DODGE: I Softer, Gentler Truck Company. OR

DODGE: We understand, We’re impotent too.

I couldn’t resist, Sorry.

But in the real world the Dodge Ram as it is with a large dose of quality is a good idea. Now where will Chrysler find some quality? Honestly, who NEEDS to tow 10000 lbs? for 90 percent of the large truck buyers, the full size offerings are major overkill. I would sacrifice some capacity for a little more speed or economy. Time will tell if this is too little too late for Chrysler but they could always be owned by daiwoo or Fiat. Now THAT would be a disaster.

admin (Jason) Said in January 13th, 2009 @9:37 pm

Jeremy – Good points. Still, if the “soft” truck is what Dodge is going for, they’re going to find themselves competing with luxury offerings from GM, Ford, and Toyota. Considering the economies of scale that these larger manufacturers will enjoy, it seems like an untenable position. Still, who knows. They did revolutionize truck design a few years back…

TXTee Said in January 15th, 2009 @10:05 pm

Truck and soft just don’t match in my view. I like to intimidate a guy when I meet him for a date and I pull up in my Tundra. It’s great for conversation afterwards. Soft? Just not good in my book. If you want soft go get a luxury sedan. Trucks are to be used for work and not image.