Ram Adds Entry-Level Pickup To Truck Lineup
Chrysler Group LLC has added an entry-level Ram 1500 light-duty pickup to its lineup.
Code-named Adventurer, the unnamed Ram is aimed at first-time pickup buyers and seeks to entice younger buyers with the performance of a 390-horsepower Hemi V-8 engine but at a reasonable price that leaves buyers with money left over to spend on Mopar accessories to customize it, reported The Detroit News.
The Adventurer starts at $23,830, including the $975 destination charge, and will go on sale in the second quarter of this year.
The latest truck is in addition to the 2011 Ram Tradesman on display at the Chicago Auto Show. The Tradesman is a regular cab work truck with a V-8, but priced to compete against trucks with a V-6 from other automakers.
"We know we have the formula right," said Fred Diaz, head of the Ram brand. "Now we just need a great name that promotes pride of ownership. This new Ram model will be an attractive alternative for a younger or first-time buyer looking for performance at an affordable price. Case in point, it will have more horsepower and a lower base price than our competitors' entry-level performance cars with the added benefit of versatility and capability."
Executives say they planned to introduce this latest Ram 1500 model later this year but claim the response to the Tradesman, in the six days since it was unveiled in Chicago, accelerated launch plans and dealers orders can be taken using the Adventurer code name.
The Adventurer has a racier paint job and body-colored grille and fascias, as well as chrome-tipped dual exhausts and fog lamps.
Factory-installed Mopar accessories range from chrome side steps, bed rails and spray-in bedliner to heated trailer-tow power mirrors.
The Adventurer comes in regular cab or short-bed and two- or four-wheel drive.
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