Ram CEO Tim Kuniskis has expressed interest in bringing the Ram Rampage – a compact pickup sold in Brazil – to the United States. However, significant investment hurdles and the brand’s current priorities mean a US launch isn’t on the immediate horizon.
Current Market Position & Ram’s Strategy
Ram currently lags behind competitors in the compact truck segment, where the Ford Maverick dominates. The Maverick has seen consistent sales growth, rising 18% last year, while alternative models like the Hyundai Santa Cruz experienced a 20% sales decline. Ram is now focused on launching its mid-size Dakota pickup in 2027, and the success of this vehicle will heavily influence future product decisions.
The Challenges of US Expansion
Introducing the Rampage to the US market would require substantial financial investment. The truck would need to meet stringent US safety and regulatory standards, including crash tests, headlight requirements, and structural modifications. Kuniskis stated, “There’s structure requirements, there are headlight requirements, there are crash tests. It is a huge investment.”
Internal Concerns & Market Positioning
Ram is also hesitant about potential overlap between the Dakota and a smaller, Maverick-sized truck. The company wants to first determine where the Dakota sits in the market before considering another pickup model. Kuniskis acknowledged his personal enthusiasm for the Rampage, stating, “Would I consider [the Rampage]? Absolutely… Would I love to have it in the United States? Yes.” But he immediately tempered expectations, adding, “That doesn’t mean that we’re going to do it.”
Why This Matters
The lack of competition for the Maverick in the affordable compact truck space has allowed it to thrive. Ford has tapped into a previously underserved market segment, and Ram’s reluctance to enter the fray keeps the Maverick’s position secure. The decision ultimately comes down to resource allocation: Ram believes focusing on the mid-size Dakota is the more prudent investment at this time.
While a Ram Rampage in the US would be appealing to many truck buyers, the financial and logistical realities suggest it won’t be a reality in the near future.
