Ralph Gilles: On 2009 Dodge Ram

[Rambit]

Ralph sees a revolution here. Me too! He went over to the truck side right after the 300. I think they're all quite pleased with themselves.
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By Ralph Gilles - Vice President—Jeep/Truck Design Studio

January 14 2008 - 8:15AM

The Dodge Ram started something back in the '90s with its high-rise grille and lower lamps. We moved trucks from functional devices to objects of desire. Customers loved its over-the-road truck look. We decided to hold on to those basic strains of DNA for good reason. Research confirmed our intuition and told us loud and clear that the Dodge Ram was an icon. That's very flattering and a rare occurrence for a product to achieve icon status. So we decided to evolve the design to what we call the “grille forward” look, a great new look made popular by the Charger. The result is very aggressive but still instantly recognizable as a Ram. We designed the headlamps to be more serious and give the truck a more commanding look which equals even more street presence.

That’s just the beginning of the changes you’ll see in the all-new Dodge Ram. When my team and the rest of the amazing family of engineers and marketing gurus set out to redesign the Dodge Ram, our goal was nothing less than to redefine the American pickup truck.

The look has evolved, yes. But so has the build quality, fuel economy and overall package. We did a lot of work on the aero, going from a 0.426cd down to a 0.42cd. Much of that was in the details— front end module design, seal design, rocker panel design, wheel openings, side window execution and even mirror head design. It will be the most aerodynamically efficient truck out there. Our customers will notice improved fit every where on the truck, better fuel economy and dramatically reduced wind noise.

We took a page from our best products and many lessons learned from customer feedback and carefully studied customers unmet needs. We applied the efficient storage solutions of our minivan and the convenience features of our best passenger cars. We also tried to achieve that sense of nobility one feels when you see and drive a 300.We took everything we've learned over the years and put it in one place—this Ram.

With the interior, we tried to change the game and blur the line between luxury car and truck. We like to say that there's no such thing as a base truck anymore. We added a lot of functionality. We have upwards of 30 storage places on the crew cab. It also features the latest in connectivity options and lots of integrated technology. Details usually reserved for the finest luxury cars are now available in this truck. It has luxurious seating at all levels, with good bolstering, high shouldered seats and very premium materials throughout.

The interior features much more ornamentation and a much more intense attention to detail, such as softer more appealing materials at various touch points. We went the extra mile and developed a full length-contrasting stitch on the instrument panels of the Laramie and Sport trim levels. It has a ton of great features including multiple storage areas, multiple cup holders, even a spot that can double as a lap top holder. We also designed an optional cool new floor shift center console that also features endless storage solutions.

Our trucks, in my opinion, have always been the sportiest of the offerings out there. The Ram has a very athletic stance and a great attitude. We started the 20-inch wheel thing on trucks. We will continue the tradition and have some of the coolest wheels ever seen on trucks. The new 20-inch wheels will now feature car like weightless flanges to increase the diameter read. We also have a new offering: a dual-exhaust available straight from the factory. This is the first time dual-exhaust has been offered on a truck, and it looks really cool and gives the truck a unique sound. We also made a custom rear bumper so that the exhaust tips have a custom feel to them. Dealers are applauding us for that, as will the truck enthusiasts out there!

The personality of the truck is very flexible. Customers will have five trim levels to choose from: the entry-level model; the ST, a level up which has a lot of popular equipment; an off-road package; a much sportier Sport; and super luxurious Laramie, which puts Dodge into the luxury truck segment in a big way.

Everywhere you look on this truck, there is evidence of good teamwork and attention to detail. From the way it drives to the way it feels when you sit in it, all the touch points have been thought out.

You can see the Ram has undergone an evolution. We’re proud of the Ram and want to continue its legacy. But when I look at the totality of the truck, I see a revolution, too. I'll be bold and say that this truck moves Dodge Ram to the top of the heap.
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Bernie