The restyled nose, attached to what appears to be a black pickup, has a more streamlined look than the Ram's current fascia.
LARRY P. VELLEQUETTE

Did new Chrysler spot show hot-selling Ram pickup with a nose job?

Larry P. Vellequette covers Chrysler for Automotive News.
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Did Chrysler Group's Ram truck brand just show the face of its next pickup?

In a new commercial that appeared during the final regular season NFL games, Ram threw in two images that show a pickup featuring the familiar Ram's head badge and a decidedly different nose. The images -- which appear onscreen for only a few of the spot's 30 seconds -- were first noticed by a commenter on the Chrysler-centric site Allpar.com.

The 30-second spot shows a pickup in a testing lab, and then shows the Ram brand head floating in from the right across the screen and taking its place at the center of a restyled grille. The image is slightly obfuscated by an oversized, superimposed spreadsheet.

The restyled nose, attached to what appears to be a black pickup, has a more streamlined look than the Ram's current fascia, albeit one that accentuates the chrome even more.

The image shows the pickup's cab with a more pinched greenhouse than the current model, a smaller, more slanted windscreen and a hood with a more predominant center bump.

The face of the current Ram pickup.

Interestingly, the crosshair grille -- a holdover from design cues that predate Ram's 2009 separation from Dodge -- are gone as well.

A Ram spokesman denied that the images shown in the commercial are the next Ram pickup fascia. Instead, he said, the images are "intended to show what's behind designing, engineering and building great trucks."

You can reach Larry P. Vellequette at lvellequette@crain.com.

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