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Ram previews new electric pickup to rival Ford, Rivian




Ram 1500 Revolution BEV electric concept car

Stellar

Ram Truck previewed its upcoming electric pickup Thursday at the CES technology show, as the automaker plans its entry into the new segment next year to compete with Detroit rivals as well as Rivian and potentially Tesla.

The Stellar truck brand revealed the Ram 1500 Revolution BEV concept ahead of a production model expected to be unveiled in the coming months. While the truck shares a name with Ram’s current full-size pickup, it’s a new vehicle from the ground up with the company’s new dedicated electric architecture.

Its exterior design is noticeably “RAM” with illuminated badging and new light patterns, but the interior of the vehicle has a more modern, clean and technology-centric design than current Ram pickups. The interior has few physical buttons, with a 28-inch touchscreen housing most of the controls, and a glass roof.

Stellantis executives did not reveal how similar next year’s production model will be to the concept car. They referred to the concept car as a roadmap for the brand’s future products.

Ram 1500 Revolution BEV electric concept pickup truck

Stellar

“This is a vision, or a glimpse, into the future of Ram Trucks,” said Ram CEO Mike Koval Jr. to CNBC. “Honestly, from my perspective, as head of the brand, it’s our roadmap for what customers can expect from Ram in the future.”

Stellantis did not release range or performance specifications for the concept vehicle. It detailed a list of potential features such as a “Shadow Mode” where the vehicle could follow the driver at a safe distance; a personal assistant with artificial intelligence in the vehicle; and a retractable steering wheel for self-driving capabilities.

The electric Ram truck is expected to enter an increasingly crowded segment of electric pickups that already includes the GMC Hummer EV, Ford F-150 Lightning, Lordstown Endurance and smaller Rivian R1T. Other products expected next year include the Chevrolet Silverado EV, GMC Sierra EV and the long-delayed Tesla Cybertruck.

Ram 1500 Revolution BEV electric concept pickup truck

Stellar

Koval said Ram is not worried about being late to the segment.

“When we get to the market for 2024, it will be at the intersection when the demand and the market and the infrastructure are ready,” he said. “We don’t think for a second that we’re ‘late’ so to speak. We think we’re going to hit the market at exactly the right time.”

Stellantis doesn’t appear to have any plans to end production of its gas- or diesel-powered pickups anytime soon. Koval said EV adoption won’t happen overnight and has already been slower than anyone expected.

So far, the most successful of the electric trucks has been Ford’s F-150 Lightning. Both the Rivian R1T and the $110,000 Hummer EV pickup have been slow to ramp up production, while Lordstown has just begun delivering vehicles to commercial customers.

Ram 1500 Revolution BEV electric concept pickup truck

Stellar

The design of the electric Ram pickup concept appears to be more of a lifestyle pickup rather than a traditional work truck, but executives said the production truck will serve both purposes.

Koval highlighted a midgate, which can be opened to connect the bed to the cabin, and a bed extender that will allow owners to haul an 18-foot piece of lumber in the vehicle.

Stellantis Chief Design Officer Ralph Gilles described the overall design of the Ram 1500 Revolution BEV concept as “brutiful,” a combination of “brute” and “beautiful.”

“The TRX (a performance version of the Ram 1500) has it in spades,” Gilles told CNBC. “It’s tough as nails, but somehow it’s still beautiful and attractive. We wanted this truck to have that same presence, but aim for the future.”

Ram 1500 Revolution BEV electric concept pickup truck

Stellar



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