Ram wants a slice of Europe's growing pickup segment.
Ram has announced plans to set up shop in Europe.
Fiat-Chrysler's truck-building division traveled to last week's IAA Hannover show in Germany to present the 1500 to European journalists and buyers for the first time. The truck on display featured a long list of Mopar accessories homologated in Europe, and a 5.7-liter Hemi V8 engine modified to run on either liquified petroleum gas (LPG) or gasoline.
"This is the premier show in the world for the commercial segment and is the perfect entry point for Ram Truck to expand its reach to new markets. We are using this show to gather customer and media feedback. This is just the beginning and we'll continue to unfold the Ram Truck brand plan on a regional basis," said Ram boss Bob Hegbloom, according to Motor1.
Precisely what the future holds for Ram's European division is up in the air at this point. Pickup trucks are becoming increasingly popular on the other side of the pond, but roads are generally narrower than they are in the United States so the segment is largely limited to mid-size models like the Volkswagen Amarok, the Ford Ranger, and the Toyota Hilux.
With that said, it's unreasonable to expect the Ram 1500 will become a volume seller in Europe. A smaller model stands a much better chance at making in-roads in Europe; luckily, rumors indicate Ram is interested in returning to the mid-size segment after a long hiatus.