The Compact Gap in Ram’s Lineup
With Ford and Hyundai currently the only brands competing in the compact pickup segment, speculation has grown over whether Ram might bring the Rampage to the U.S., especially given the model’s strong performance in Brazil. Mopar Insider posed the question directly to Ram CEO Tim Kuniskis, though his response was likely discouraging for those hoping to see the pickup offered stateside.
While Kuniskis acknowledged that he would like to see the Rampage added to the U.S. lineup, he emphasized that interest alone does not guarantee it will happen. He pointed to internal market dynamics as a key factor, citing what he described as the “deprioritization” of the Ford Ranger due to the Maverick’s existence. “That shows you within that space there is a bit of cross-shopping between the two where the prices overlap,” he said.
Two Trucks, One Buyer Pool
For context, the Maverick is Ford’s compact unibody pickup, while the Ranger is a midsize, body-on-frame truck. The Maverick sold 155,051 units in the U.S. last year, compared to 70,960 units sold of the Ranger.
Ram currently has no direct competitors to the two aforementioned Ford models, though it is reportedly developing an entry for the midsize segment, likely sharing underpinnings with the Wrangler. Kuniskis said the brand wants to prioritize the upcoming Dakota first and gauge the market’s response. “So you would not want to call the ball on that until you knew exactly where you were going to position your Dakota and where that was going to fit,” he told Mopar Insiders. “Once we answer that question, then we can decide on Rampage.”
There Is a Market for Compact Trucks
One thing about product lineups is that they can change as long as there’s demand. So despite Kuniskis’ cautious stance on the Rampage, the door is not entirely closed on a future U.S. debut. After all, even Toyota – which already sells the Tundra and Tacoma – is reportedly evaluating the possibility of entering the compact pickup segment.
Plus, the compact truck segment in the U.S. is ripe for the taking. As mentioned, over 155,000 Maverick units were sold last year. Add the paltry 25,000 units of Hyundai Santa Cruz sold, and you’re looking at a substantial chunk of the market. If Ram decides that the investment to bring the Rampage locally would be worth it, there are evidently buyers out there.
In the meantime, Ram competes with the Ford F-150 and Chevrolet Silverado through the 1500, which is confirmed to be receiving a TRX variant once again, this time developed to produce 777 horsepower. The automaker also sold more than 430,000 units in the U.S. last year, making it Stellantis’ second-largest brand by volume.
