At the rear it makes room for the RAM box bed side storage. At the front this narrowing of the waist gives room for a tapered horizontal surface on top of the fender that creates space for the classic raised hood ‘big rig’ look. This means the side steps are more integrated and don’t stick out like an afterthought. More than that, it’s smooth but sculpted – the wheel arches have been pulled out in relation to the main body, giving a subtle and more car like shape. This lowers and lengthens the appearance of the truck. The bodyside is still quite high, but it’s countered by the black roof and pillars and the black trim running around the bottom. Pulling the base of the windshield forward allows glass to be raked back at a more acute angle, which is better for aero. There’s no dash to axle, but on a bigger higher vehicle you can get away with this (look at a full size Range Rover and you’ll see something similar). By not blowing their wad and waiting, Ram have watched these new EV pick ups pile into the market and in the grand Mopar tradition, done something very different.įor a start, it’s decidedly sleek and non-truckish in the side profile. Remember the iPhone wasn’t the first smart phone, and the iPod wasn’t the first digital music player. You can look at what others have done, see what works and what doesn’t, and adjust accordingly.
There is sometimes an advantage in not being the first mover. Pickup trucks across all three brands have been getting ever more elaborately butch ever since. Realizing they would have to do something extraordinary to have any chance of gaining market share in the full-size pick up market, the designers cracked open a fresh pack of Marlboro Reds and came up the “big rig” second generation Ram 1500.īy lowering the line of the front fenders and making the grille more prominent, it ushered in a rugged look that was the complete opposite of the aero tenth gen F-150 and the considered modernism of the GMT400. When Chrysler was briefly the coolest car company on the planet in the early nineties, they built the Viper and the Prowler. Mopar is able to make different vehicles compared to what’s expected - to bring a hard rock playlist along when everyone is politely nodding in time to some bland bed-wetter’s music. The beauty of this is it gives the company freedom. It’s more that Mopar products have rarely been the default choice in any given segment, and that appeals to me given I don’t make the default choices for pretty much anything. It’s not that they’ve been the plucky underdog against Ford & GM (although that’s part of it). Before we get into a design dissection of the Ram 1500 Revolution, I need to make one thing perfectly clear.
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