2019 ALL STAR | BRAND EXECUTIVE
Head of Jeep brand,
FCA North America
Jim Morrison left the Ram brand in a good place.
Morrison, 51, was the brand’s North America head from 2016 until June, when he was sent to Jeep to lead that brand’s operations on the continent.
Ram made strides during his stint. It has brought more luxury to the pickup scene to go along with its towing prowess. The revamped heavy-duty lineup was loaded with premium interiors and the latest infotainment technology this year, joining the recently revamped 1500 as the last piece of the brand’s three-pronged truck-selling strategy that includes the older Ram Classic.
The Classic is aimed at value shoppers and commercial customers.
Ram’s strategy has reordered the profitable pickup race, with Ram overtaking the Chevrolet Silverado this year for second place behind the Ford F series.
Ram has sought to broaden the appeal of its heavy-duty trucks. The luxurious cabin options of the 1500 have migrated to the more powerful work trucks.
Morrison understood that not everyone is buying the trucks purely for work. Some want a vehicle to haul items such as luxury RVs, he said. Then there’s a contingent that wants both, to be able to handle work during the week before a family excursion on the weekend. And a few others, he said, just want a big, stylish truck.
“We love our farmers and the connection to our farmers. We love the construction guys,” he told Automotive News in February during a media event for the Ram heavy duty. But he said the pickup segment, and Ram buyers, “have grown beyond the traditional users.”