Since the introduction of the Trump tariffs, the American automotive landscape has witnessed a seismic shift, particularly in the pickup truck market. These tariffs, aimed at bolstering domestic manufacturing by imposing hefty duties on imported goods and vehicles, have inadvertently triggered a price war among U.S. automakers. The result? Street prices for American-made pickup trucks are dropping like rocks, with some of the most enticing deals found on the Dodge Ram 1500, especially its upper-tier models like the Longhorn. Across the country, discounts of $15,000 to $20,000 off the manufacturer’s suggested retail price (MSRP) are becoming commonplace on platforms like Cars.com, making now a potentially golden opportunity for truck buyers.
The tariffs, which increased costs for imported vehicles and parts, have forced foreign competitors to raise prices or exit certain U.S. market segments. This has given domestic giants like Stellantis, the parent company of Ram, a chance to capture market share by slashing prices on their American-built trucks. The Ram 1500, long celebrated for its blend of rugged capability and luxury, is at the forefront of this trend. On Cars.com, a search for new 2024 and 2025 Ram 1500 Longhorn models with four-wheel drive and adaptive cruise control reveals jaw-dropping deals. For instance, a 2025 Ram 1500 Longhorn, which typically carries an MSRP around $65,000-$70,000, can be found with discounts bringing the price closer to $50,000 in many regions. These reductions translate to savings of 20-30% off the sticker price, a rarity in the historically resilient pickup market.
This pricing phenomenon isn’t just about clearing inventory. The tariffs have reduced competition from imported trucks, allowing Ram to offer aggressive incentives without sacrificing profitability. Dealerships, flush with stock and facing softer demand due to high interest rates, are doubling down with additional rebates and financing offers. In some cases, buyers can snag a fully loaded Ram 1500 Longhorn—complete with premium leather, advanced safety features, and towing prowess—for less than the cost of a mid-tier model just a year ago. Posts on X reflect this sentiment, with users noting that Stellantis recently introduced a budget-friendly Ram 1500 Express at $44,495 to further boost sales, signaling the brand’s all-in approach to capturing buyers.
The broader market context supports this trend. According to industry reports, new vehicle inventories are at their highest in years, and pickup trucks, which dominate U.S. sales, are seeing the steepest discounts. The Ram 1500’s combination of luxury and utility makes it a standout in this environment. Whether you’re a contractor needing a workhorse or a family seeking a versatile daily driver, the Longhorn’s slashed prices are hard to ignore.
So, are you tempted to pull the trigger on a Ram 1500? With savings of $15,000-$20,000 on Cars.com and a market favoring buyers, now might be the time to act. Head to your local dealership or browse online to see if these deals spark your interest.
Will Ford and GM follow with even MORE aggressive deals?
I'm normally an F-150 guy but at these prices I may have to TRUCK the place up!