2009 Dodge Ram
The 2009 Dodge Ram goes on sale this fall.

Pickup-truck sales are down. Thanks to declining new-home starts, rising fuel costs, and a slowing economy, large truck sales fell steeply in 2007. So why then did Dodge decide to roll out an updated Ram for 2009? Because there's still money in trucks. Responding to GM's all-new-for-2007 Chevrolet Silverado and GMC Sierra, and arriving just before Ford's heavily-updated 2009 F-150, Dodge is determined not to get lost in the fray. Despite declining pickup sales overall, crew cabs remain a profitable bright spot for truck builders, and a segment from which Dodge had been regrettably absent.

Though Dodge's updated full-size pickup retains many previous-generation Ram hallmarks, the refreshed truck has evolved to meet changing market trends. With this Ram, Dodge addresses the evolving purpose of the pickup from workhorse to family cruiser and goes one step further by announcing plans to answer the growing call to go green.

What's New?

The 2009 Dodge Ram 1500 is redesigned with fresh styling, a slew of new comfort and convenience features, and more available power. This large pickup truck offers a 2-door regular cab and two 4-door cabs--the Quad Cab and the new-for-2009 Crew Cab model.

The truck's updated styling is explained by Dodge Ram Chief Designer Mark Allen as having a "ram on attack," Charger-inspired nose. It got a bit more aggressive under the hood, too. Ram 1500 is available with three engines: a 215-horsepower 3.7-liter V6, a 310-horsepower 4.7-liter V8, and a 380-horsepower 5.7-liter Hemi V8. The 380-horsepower engine replaces 2008's 345-horsepower 5.7-liter Hemi. The V6 is available with manual or automatic transmission; the 4.7-liter and Hemi V8s are automatic only. ST, SLT, TRX, Sport, and the top-of-the-line Laramie trims are offered.

Perhaps what is most notable and improved on the redesigned Ram is its available features for the after nine-to-five set: DVD entertainment with Sirius satellite TV, a 30-gigabyte hard drive for storing digital files like music and photos, a rear backup camera with park assist, heated and ventilated front seats, lockable in-bed storage areas, and rear-seat in-floor cargo bins.

2009 Dodge Ram
The RamBox storage system is available on Crew Cab models and features lockable storage in each of the bed's fender sides.

According to Dodge Product Marketing Director, Joe Veltri, the new Ram has to retain the same tough and trusted image of its predecessor but also meet a wide variety of new customers and purposes. "During the day it has to work for me. At night it has to take my family out on the town," Veltri said.

Family First

According to Dodge, about 2.2-million full-size pickups were sold in 2007, down 3.5 percent from the previous year but still the biggest market segment. Crew cabs now make up 50 percent of truck market sales and represent the fastest growing part of the class--further evidence that trucks aren't just for the jobsite anymore. While these vehicles are still in high demand for their towing capabilities and versatile cargo hauling qualities, trucks are also starting to cater to the kids and families spending more and more time in these repurposed family cruisers.

New for 2008, Dodge Ram's Crew Cab model proves the manufacturer is willing to embrace its new status as part-time family mobile. The new Crew Cab, which joins a similar, but smaller Quad Cab that returns for 2009, gives Ram a near living room on wheels.

Dodge counts 41 places to stow stuff in the 2009 Ram Crew Cab. In the truck bed, the new RamBox storage system meets the number one unmet need listed by Ram customers, according to Veltri: dry lockable storage. This ultimate tailgating accessory provides weatherproof, lockable, and drainable storage compartments integrated into both of the bed's fender sides. Each compartment can hold around 120 12-ounce cans plus ice. Another component of RamBox is a bed divider and two-foot bed extender for larger loads along with a rail system and sliding, adjustable cleats for securing cargo.

2009 Dodge Ram
Two in-floor containers can hold drinks and ice, an option on the 2009 Dodge Ram Crew Cab.

Also adding to this truck's stash factor are two covered, in-floor containers with removable liners located behind the front seats. Another Crew Cab-only feature, the second-row bins are large enough to hold several 12-ounce drinks and ice.

Or, use one of the in-floor storage bins to stow a stash of DVD's for Ram's optional rear-seat DVD entertainment system, another Crew Cab exclusive option. Passengers can also tune into one of three new Sirius satellite TV stations: Disney Channel, Nickelodeon Mobile, and Cartoon Network Mobile. Also new for 2009 on Ram is Chrysler's MyGIG Multimedia Infotainment System with a 30-gigabyte hard drive.

Other new creature comforts include heated and ventilated front seats, available heated rear seats, a heated steering wheel, and dual-zone automatic temperature control.

A Greener Ram

Another truck-customer gripe, according to Veltri, is the pickup's appetite for gas. "The number one complaint of truck buyers is fuel economy," he said. Dodge will take two steps toward quelling fuel economy gripes later this year: a late-2009 diesel version and a model-year 2010 Ram 2-Mode Hybrid.

The diesel is rumored to be a Cummings 5.6-liter turbodiesel V8 that makes around 260 horsepower. According to Dodge, the engine will meet 50-state emissions standards and deliver an estimated 30-percent fuel economy improvement and a 20-percent reduction in carbon dioxide (C02) emissions compared to regular gasoline-powered models. Dodge currently offers a 6.7-liter Cummins turbodiesel V8 in its Ram heavy-duty trucks.

Though Dodge is a latecomer to the hybrid game, Ram will be Chrysler Corporation's third hybrid-powered vehicle when it goes on sale. Out for 2009 are 2-Mode variants of the Chrysler Aspen and Dodge Durango. The 2-Mode Hybrid system; the result of a joint development effort between BMW, Chrysler, and GM; will work with Ram's 5.7-liter Hemi V8, a pair of electric motors, and Chrysler's Multi Displacement cylinder shut-off system. It saves gas by allowing the vehicle to operate using solely the gas engine, solely the electric engine, or a combination of the two, depending on the driving situation. Dodge expects the 2-Mode Ram to deliver a fuel economy improvement of nearly 40 percent in the city and up to 20 percent overall.

Will adding hybrid and diesel models bring Ram sales back up? Automotive News cites that Ram sales are down 1.6 percent from 2006 to 2007. Dodge sold 364,177 Ram pickups in 2006 and 358,295 in 2007.

2009 Dodge Ram
Dodge plans to start diesel-powered Ram production later in 2009 and production of a hybrid-powered version for model-year 2010.

Even sales of the redesigned-for-2007 Chevrolet Silverado and GMC Sierra were down 17,812 and 2,493 respectively from to 2006 to 2007. GM is trying a similar track with its pickups by offering 2-Mode-powered variants for 2009. It's clear truck makers have to do something to reverse this sliding sales trend. According to Automotive News, sales of nearly all full-size pickup trucks were down across the board in 2007. Toyota Tundra is the only exception. Tundra sales were up by over 72,000 units last year.

02.27.2008