The all-new 2009 Dodge Ram boasts a number of features that the automaker calls “groundbreaking,” but until pricing is finalized on the RamBox storage system, many dealers are shying away from ordering Rams with one of the most important new features.
The RamBox system features storage within the bed rails of Crew Cab versions of the 2009 Ram pickup truck. But until Chrysler LLC decides on a price for the feature, a number of large dealerships are not ordering Rams with it, reports Automotive News.
Chrysler’s CEO, Bob Nardelli, and co-president Jim Press, have called the feature a “game changer” for the pickup truck market. Dealers have already started ordering the 2009 Rams – which will be in dealers this fall – but orders for the RamBox have been low because parent company Chrysler hasn’t decided on a price for the option. Rumors place the option between $1,600 and $2,100 for the waterproof storage system, but dealers are understandably hesitant. If Chrysler prices the option too high, dealers fear that they’ll have RamBox equipped Rams sitting on their lots unless they discount them heavily – like many have been doing with the 2008 lame-duck Ram.
A Chrysler spokesperson says that the automaker will release pricing by the middle of next month. He said that the RamBox is difficult to price because it’s a new feature and that the automaker must weigh supply and demand into its pricing scheme. It’s not that unusual for an automaker to resist pricing a new feature immediately – but with so much riding on the new Ram, it’s a wonder why the automaker wouldn’t make an effort to finalize pricing on what is bound to be one of the most-marketed items on one of the most important launches for the automaker in recent memory.
08/25, 9:42 AM
posted by:
mayer_ray_nagin
$2k for a few toolboxes built into the fenders? Ain’t gonna be a game-changer. Doesn’t sound like it’s worth more than $750 or so.
08/25, 10:09 AM
posted by:
johnnycanuck
I don’t know. What would ewe be willing to pay for a good ram in their box?
08/25, 11:30 AM
posted by:
jonnycat
$2K?! The Avalanche has had this for some time. I’m sure it cost less than $100 to actually add the option in.
08/25, 12:12 PM
posted by:
RaineMan
I couldn’t see anyone paying more than $500 for this option.
08/25, 12:48 PM
posted by:
Catiadesigner
As someone who is on speaking terms with an engineer who worked in the office where this was designed all I can say that if he is to be believed this is as cheap and nasty as all the current Chrysler group plastic components, you really would not want to use this as a toolbox, unless you like spraying the road with tools. Its a gimmick, it could have been a useful but Chrysler wouldn’t/couldn’t spend the money and the guy in charge of it is obsessed with nickle and dimeing everything down to the last point of a cent.
I suspect the real reason the dealers are not ordering it is that they have felt how flimsy it is and know they don’t have a chance in hell of selling it to anyone that might want to use it for anything more than a mobile ice box.
08/25, 1:25 PM
posted by:
brassmonkey
Why don’t they concentrate on something groundbreaking like making a car that doesn’t rattle apart in 9,000 miles. And, give us an interior that is worth looking at and touching. The interior of a Dodge Ram and Chrysler 300 and Dodge Magnum all look the same. Why would I want my car to look like a truck?
08/25, 1:36 PM
posted by:
JoshyLofty
the interior of the new ram, though, is really nice. but this tool-box thing doesn’t make sense. why WOULD they charge so much?! i could see it as a $1K option but NOT 2.
08/25, 2:02 PM
posted by:
mayer_ray_nagin
Hemi, all Lame Duck means is that it’s in its final year and will be replaced next year. Sheesh.
And in case you think I’m biased, I think the Tundra sucks too, although the Titan is not that bad.
08/25, 2:36 PM
posted by:
RaineMan
Oh… I thought Lame Duck was some kind of special edition Ram that came with oversized tires, straight-pipes, and camo rattle-can paint. Kinda like a Bass Pro edition or something for all those truck loving rednecks out there. I figured it was the only way they’d have a chance in hell of selling one.
08/25, 3:05 PM
posted by:
beatusmongous
Well, at least they didn’t call it a “lame necked duck”, which is a diseased duck whose neck flops all over the place, eventually killing the duck.
08/25, 3:20 PM
posted by:
mayer_ray_nagin
Tame Fück
08/25, 6:33 PM
posted by:
sprockkets
Err, the trunk in the Honda Ridgeline seems like a much better idea, but you do have to reach in farther for the stuff.
SORRY DODGE, NOT GROUND BREAKING TODAY, BUT I KNOW YOU WILL FALL APART ALL OVER THE GROUND IN SAY 35K MILES.
08/25, 10:41 PM
posted by:
bigp
its is too much at 2K but from 250 -750 aint bad
08/27, 2:41 AM
posted by:
The Stig
More things to rattle and fall off. Thanks Chrysler.