Smart Move? RAM Say's They Won't Even Try An EV Truck Until The Competition Implodes

Quite suddenly, large electric pickups have become the hottest thing you can’t yet buy. But they’re out there, looming, just waiting to see whether demand for this embyonic segment materializes.

Ford, General Motors, Rivian, Tesla, and Lordstown Motors all have a stake in the game, with the next two years promising to reveal exactly how much pent-up thirst exists for these battery-bound behemoths. Watching from the sidelines is Fiat Chrysler, an automaker whose historical aversion to EVs is a matter of record.

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MDarringer - 8/3/2020 11:09:36 AM

-2 Boost

Translation: FCA doesn't have the cash.

It's clear that EVs are coming. They aren't ready for prime time yet, but that day is coming.

If Ram waits, what will happen is that early adopters with buy from Tesla or Rivian or Lordstown or any of the other fly-by-night EV companies and that will reduce sales of conventional pickups.

If Ram isn't meeting this head on--as Ford and GM are--not only will Ram lose volume, they will lose volume of the cash cows that keep the company afloat.

But hey, at least we have the shitty Giorgio platform to waste electrification dollars on.

CANADIANCOMMENTS - 8/3/2020 11:32:34 AM

+4 Boost

I guess we will see.

Pickup truck buyers vs Pickup truck driving wannabees...

If you really need a truck for your roofing business or contracting business, you are not going to buy an $80k truck from anyone. There will still be a very broad market for regular pickups $30k-$50k and those who will still want a high line model with a regular engine. Considering BEV's are 2% of the market, I don't think RAM is wrong with this strategy at this time. But they also have no choice as $$$ are likely scarce too.

It will be very interesting to see if the newcomers to the space A) Build any trucks B) If anyone buys them C) If they build a sustainable business.

SanJoseDriver - 8/3/2020 8:45:03 PM

+2 Boost

The only thing that will implode is the RAM brand if they don't get their sh** together in the next two years. They are headed to being very uncompetitive if they are not planning for the future.

MDarringer - 8/3/2020 9:11:28 PM

-1 Boost

Peugeot needs to stop all development of anything Italian and focus on the money makers: Dodge, Jeep, Ram, and even feckless Chrysler.

For a company NOT to be actively engineering EVs at this point is asinine.

ricks0me - 8/3/2020 11:09:33 PM

+3 Boost

Ram could very well be short on money. EV motors and batteries will have more similarities then differences. No shame on Ram or any other mfg. that buys off the shelf parts and installs them in their vehicles.
This is different then opening the hood on a Ram and seeing a Chevy LS crate motor installed from the factory because Ram could not develope an engine. An electric motor does not have the same soul as a HEMI.
Why spend money on this stuff???

SanJoseDriver - 8/4/2020 9:06:13 PM

+1 Boost

Soul is subjective; torque, horsepower, durability, and cost to operate... not so much