The History of RAM Trucks
An American Legacy of Strength and Innovation
RAM Trucks, a name now synonymous with rugged durability, towing strength, and bold styling, is one of the most iconic truck brands in the United States. While RAM has existed as a standalone brand only since 2009, its roots stretch back nearly a century under the Dodge nameplate. From its origins in the early 20th century to its current position as a major player in the American truck market, RAM’s journey has been shaped by changing ownership, fierce competition, market challenges, and a loyal customer base. This article retraces the history of RAM Trucks from its beginnings to the present, including the people who helped build it, the mergers that shaped it, its most popular models, and its vision for the future.
Origins: Dodge Brothers and the Foundation
The story of RAM trucks begins not with RAM itself, but with the Dodge Brothers—John Francis Dodge (born October 25, 1864) and Horace Elgin Dodge (born May 17, 1868)—mechanically gifted siblings from Niles, Michigan. The Dodge brothers grew up in a working-class family and began their careers manufacturing bicycle parts in the late 1890s. They were known for precision engineering and eventually became a major supplier of engines and transmissions to the Ford Motor Company in the early 1900s.
In 1914, the brothers founded the Dodge Brothers Motor Vehicle Company in Detroit, Michigan, and began producing complete automobiles under their own name. Dodge quickly earned a reputation for reliability and toughness—traits that would later be embedded in the DNA of RAM trucks.
The First Dodge Trucks
The first Dodge truck appeared in 1917, just three years after the company’s first passenger car. It was a commercial vehicle derived from the Dodge automobile chassis, designed to serve both industrial and agricultural customers. This early truck marked the beginning of what would become a long tradition of Dodge-built pickups.
Chrysler Acquisition: 1928
After both Dodge brothers died in 1920, the company was sold to investment bankers Dillon, Read & Co. in 1925. In 1928, the Dodge brand was purchased by Chrysler Corporation, founded by Walter P. Chrysler in 1925. This was a transformative moment—Chrysler brought more resources, engineering capability, and marketing muscle to Dodge’s truck operations.
Under Chrysler’s ownership, Dodge trucks began to diversify, offering light-duty pickups, heavy-duty trucks, and commercial vehicles. During the 1930s and 1940s, Dodge trucks became essential to America’s economy and war effort, producing military transport vehicles during World War II.
Postwar Era and the Birth of the RAM Name
After WWII, Dodge resumed civilian truck production and introduced new styling and engineering improvements. In 1981, Dodge introduced the “RAM” name for its line of full-size pickups. The name—and the ram’s head hood ornament—was inspired by Dodge’s use of a ram figurehead since the 1930s, originally seen as a symbol of toughness and determination.
The 1981 Dodge RAM trucks were essentially a rebranding of the Dodge D-series pickups, but the RAM branding would eventually become a standalone identity nearly three decades later.
Struggles in the 1980s and 1990s
By the 1980s, Dodge trucks lagged behind Ford and Chevrolet in sales. The RAM pickups were respected for their durability, but styling and interior quality were often criticized. Sales reflected this struggle: in the late 1980s, Dodge’s truck market share in the U.S. hovered around 6–8%.
The turnaround began in 1994, when Dodge launched the second-generation Dodge RAM 1500. With bold, semi–big-rig styling, a comfortable interior, and strong V8 and Cummins diesel options, the 1994 RAM became a sensation—winning Motor Trend Truck of the Year and boosting Dodge’s truck sales by more than 80% in two years. In 1993, Dodge sold about 95,000 full-size pickups, but by 1996, annual sales exceeded 400,000 units.
DaimlerChrysler Era: 1998–2007
In 1998, Chrysler Corporation merged with German automaker Daimler-Benz to form DaimlerChrysler AG. The merger was pitched as a “merger of equals,” although Daimler held controlling interest. Under DaimlerChrysler, Dodge trucks received significant investment in engineering and interior refinement.
During this period, RAM trucks saw the introduction of the third-generation RAM in 2002, which featured improved ride quality, more powerful engines, and expanded cab configurations. The heavy-duty RAM 2500 and 3500 models, especially with the Cummins turbo diesel, became favorites among towing and hauling customers.
However, DaimlerChrysler faced financial and cultural challenges. The merger struggled to deliver the expected synergies, and by 2007, Daimler sold an 80.1% stake in Chrysler to Cerberus Capital Management, a U.S. private equity firm.
The Great Recession and Fiat Takeover
The late 2000s were brutal for the American auto industry. Chrysler, still producing Dodge RAM trucks, was hit hard by the 2008 financial crisis. Plummeting truck and SUV sales, high fuel prices, and tightening credit markets pushed Chrysler into bankruptcy in 2009.
Italian automaker Fiat S.p.A., led by CEO Sergio Marchionne, took control of Chrysler in 2009 as part of a U.S. government–brokered rescue. This was also the year that Chrysler decided to spin off the RAM truck line into its own dedicated brand—RAM Trucks—to sharpen its identity and focus marketing directly toward truck buyers.
RAM as a Standalone Brand: 2009–Present
From 2009 onward, RAM Trucks operated under the Chrysler Group LLC umbrella, which was majority-owned by Fiat. The decision to separate RAM from Dodge allowed it to focus on performance cars (like the Dodge Charger and Dodge Challenger) while RAM concentrated on pickups and commercial vans.
RAM quickly built a strong identity through aggressive marketing and product innovation. The fourth-generation RAM 1500, introduced in 2009, featured coil-spring rear suspension (a segment first for full-size pickups) for improved ride comfort, and later, an available air suspension system.
Marketing and Brand Identity
RAM’s marketing campaigns—such as “Guts. Glory. RAM.” and “Built to Serve”—emphasized American toughness, capability, and craftsmanship. A notable campaign aired during the 2013 Super Bowl, featuring the “So God Made a Farmer” speech by Paul Harvey, paying tribute to rural America. This ad became one of the most talked-about commercials of the year and cemented RAM’s image as the truck for hardworking Americans.
Factory Operations
RAM trucks are primarily built in U.S. and Mexican facilities, including:
- Sterling Heights Assembly Plant (Michigan) – RAM 1500 production
- Warren Truck Assembly Plant (Michigan) – RAM 1500 Classic and heavy-duty models
- Saltillo Truck Assembly Plant (Coahuila, Mexico) – Heavy-duty RAM 2500, 3500, and commercial chassis cabs
These plants use a mix of automated robotic assembly and skilled human labor, with a focus on quality control at each stage of production. Engines, transmissions, and other key components are often built in separate Chrysler/Stellantis facilities and shipped to the assembly plants.
Notable Accomplishments
- 1994, 2003, 2013, 2020 Motor Trend Truck of the Year awards for the RAM 1500.
- First to offer coil-spring rear suspension in half-ton pickups.
- Introduction of the RAMBox Cargo Management System, integrated into the bed sides.
- Launch of the EcoDiesel V6 in 2014, offering best-in-class fuel economy for a full-size pickup at the time.
Sales Figures and Popular Models
The first vehicle produced under the RAM brand (post-2009 spin-off) was the 2010 RAM 1500.
The latest models in 2024 include the RAM 1500, RAM 2500/3500 Heavy Duty, and RAM ProMaster vans.
U.S. Sales (RAM brand only):
- 2010: ~199,000 units
- 2018: ~597,000 units
- 2022: ~545,000 units
Global Sales: RAM trucks are sold in select international markets, with estimated worldwide sales of ~700,000 units in peak years.
Most Popular Model: The RAM 1500 is by far the brand’s best-selling model. In 2019, RAM 1500 U.S. sales hit around 633,000 units, making it the second-best-selling vehicle in the United States that year, behind only the Ford F-Series truck . Globally, RAM 1500 sales exceed 650,000 units in strong years.
How RAM Differs from Other Truck Makers
While Ford and Chevrolet have long histories in the truck segment, RAM differentiates itself through:
- Ride Comfort – Coil-spring or air suspension for smoother handling
- Interior Luxury – High-end trims like Laramie Longhorn and Limited rival luxury SUVs
- Innovative Storage – RAMBox and configurable interiors
- Aggressive Styling – Big-rig–inspired design that stands out on the road
Consumer Reception
In the U.S., RAM Trucks have won over consumers who desire both rugged work truck capability and everyday comfort. Reviews consistently praise RAM’s interiors, ride quality, and towing performance. In recent years, RAM has closed the sales gap with Chevy, sometimes outselling the Chevrolet Silverado in monthly U.S. sales.
Current Status and Outlook
RAM Trucks is currently part of Stellantis N.V., formed in 2021 from the merger of Fiat Chrysler Automobiles (FCA) and France’s PSA Group. Stellantis is the fourth-largest automaker in the world. RAM remains one of its most profitable and strategically important brands in North America.
Looking ahead, RAM is investing in electrification, with the RAM 1500 REV—an all-electric pickup—slated for release in 2024–2025, as well as the 2025 Ram 1500 Ramcharger. The brand aims to compete directly with electric truck offerings from Ford, GM, and Tesla while maintaining its core strengths in durability and capability.
Conclusion
From its origins under the Dodge Brothers in 1917, through Chrysler ownership, the turbulent DaimlerChrysler years, the financial crisis, and its rebirth as a standalone brand under Fiat and now Stellantis, RAM Trucks has built a legacy of toughness, innovation, and American pride. Its journey reflects both the challenges and resilience of the U.S. auto industry as a whole.
With a loyal customer base, award-winning products, and a bold push into electric trucks, RAM is well-positioned to remain a major force in the truck market for decades to come.
