Why Dodge and Ram Are Fine With You Referring to Them as Dodge Rams

      Ram, The Drive

      Dodge has not produced a new pickup since 2009. If you think I'm mistaken, you might not be aware that they are now referred to as Rams. Sixteen years ago, Chrysler separated its passenger truck division, creating the distinct Ram brand, yet many people still call them Dodges today. It's a tough habit to break, and I've often wondered if that bothers the executives at either company. Apparently, it doesn’t seem to.

      My boss, Kyle, mentioned recently that he was having lunch with Dodge CEO Matt McAlear. When he asked if I had any questions for him, I jokingly suggested he ask whether they ever tire of people calling Ram trucks Dodges. Kyle actually posed the question, and McAlear responded with a laugh: “The single biggest lead driving source for Ram is the Dodge website.”

      So, it’s not just me. I live in the heart of the United States—true truck territory—and conversations often revolve around Chevys, Fords, and Dodges. If people refer to the Big Horn-branded pickups, it’s usually as “Hemi” or “Cummins,” but rarely as a Ram. It’s not that they don’t know—they probably just don’t care.

      If that’s the case, would it make sense for the two brands to reunite? McAlear replied, “It’s funny. I don’t know what the right answer is. The value of Ram has skyrocketed since 2009 when we separated it. It has developed a level of loyalty that means we don’t even need to worry about that, allowing Dodge to be a wild and offbeat brand where if we upset 95% of people, it doesn’t matter. We’re not aiming to sell to everyone, and we relate to them if we’re being outrageous.

      “I don’t know,” McAlear continued. “Could there be potential benefits? Maybe. But would there be downsides? Certainly. However, as of now, customers can call them whatever they choose and they still know how to find them.”

      Ram

      I suppose that clarifies things. While Jeep has insisted on everyone recognizing the Wagoneer models as their own brand a few years ago, the folks at Dodge and Ram simply don’t mind. “Even the insurance companies are still referring to them as Dodge Rams,” McAlear concluded.

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