Ram Trucks Exhibiting at IAA Commercial Show in Germany
Ram Brand Makes Official International Debut
Earlier this year, we reported the appointment of Bob Hegbloom to the newly created Ram International post, indicating the brand’s global expansion ambitions. Ram is now making good on its promise to go global by its presence at the IAA Commercial Vehicles exhibition in Hannover, Germany. Ram offers some Fiat-based products in the U.S. in the form of the ProMaster fullsize van and ProMaster City compact cargo and passenger vans. However, for its European debut, it chose an all-American Hemi-powered Ram 1500. The truck was upfitted with an LPG (Propane) dual-fuel system, a popular commercial fuel in Europe. This allows the truck to run on either gasoline or propane.
The exhibition truck is outfitted with features specific to meeting European standards, including an EU-homologated tow hook, black side steps, and a heavy-duty toolbox. Hegbloom says the brand is exhibiting the Ram 1500 to gather customer feedback for the European market.
Fullsize trucks are a relative rarity in Europe, where models like the Ford Ranger and Toyota Hilux are typically the largest pickups sold, with the next step up usually being cabover medium-duty trucks like the Isuzu NPR. Fiat Commercial has a significant presence in the European market. It is unknown at this point if the Fiat Commercial line will be rebranded Ram or if the two brands will be sold and marketed concurrently in the years ahead. Is a V-8–powered fullsize truck the right fit for Europe?
Source: Ram Trucks