The Auto Writer

2010 Dodge Ram Heavy Duty

Having a steady supply of new models to offer is critical to the success of any automaker. In Chrysler’s case, a dearth of fresh vehicles is weighing in, the result of steep cutbacks in product planning and engineering dating back to DaimlerChrysler days.

New Heavy Duty Trucks

For 2010, Chrysler will not be selling one completely new model. However, its popular Dodge Ram line will receive an important update as heavy duty versions of the truck – the 2500 and 3500 – are being rolled out in November. The 1500 was updated in early 2008 for the 2009 model year, but cash strapped Chrysler held back on modifying the heavy duty Rams until now.

On the surface, the new Rams seems like the wrong truck for the wrong time. Gas prices are accelerating again while demand for all large pickup trucks is down by at least one-third over recent peak levels. Yet, the Ram is profitable for Chrysler and these trucks could be snapped up by constructions crews and other small business folks as the economy continues to recover.

Maintaining Market Share

Of note, Chrysler’s share of the full size truck market has held up under trying economic conditions. The Ram remains the perennial third best selling big truck line behind the Ford F-Series and Chevy Silverado, but it continues to easily outpace the Toyota Tundra and Nissan Titan.

The heavy duty Rams offer seating for six passengers, a fresh interior, six speed automatic or manual transmissions and are paired to a 5.7L HEMI V8. However, the top of the line 3500 comes standard equipped with a Cummins 6.7L turbodiesel.

Pricing will be announced tomorrow and are expected to run slightly below 2009 model prices. That will keep the Ram competitive in a very tight subsegment of the full size truck market. Expect that a fully loaded, Ram 3500 to retail for above $50,000, representing the most expensive vehicle sold by the Chrysler Group after the Dodge Viper.