CHICAGO — The arrival of an electric Ram 1500 pickup in 2024 would be a stark shift for the brand and set it up for the future, but it wouldn't require much of a messaging tweak on the marketing side.
The focus on capability, which could actually improve with an electric powertrain, wouldn't need to waver, said Carl Lally, senior manager of Ram 1500 brand marketing.
"What we've heard from our consumers is that they're not looking for a compromised truck solution, so really, some of the core attributes that we communicate to our customers about our trucks, the capability and the durability, those aren't going to change, I think, as you look forward to an EV-oriented truck product," Lally told Automotive News last week on the floor of the Chicago Auto Show. "You'll have some benefits, as you'll be able to communicate with respect to, perhaps, efficiency and things of that nature, but I think the core is going to remain very common or very similar."