Dodge's truck strategy

It's clear why Dodge is pricing the redesigned 2010 Ram 2500 and 3500 heavy-duty pickups to sell.

The pickups, which arrive at dealerships in early November, are the only redesigned 2010 models from the product-starved and recently bankrupt Chrysler Group.

The base model 2010 Ram 2500 regular cab 4x2 with a 5.7-liter Hemi V-8 starts at $28,165, including shipping. That's $1,970 cheaper than the 2009 model it replaces, according to Dodge numbers -- even though the redesigned model has more equipment.

But customers can spend a lot more. The 2010 Dodge 3500 Mega Cab Laramie powered by a 6.7-liter Cummins turbodiesel stickers at $51,595.

"We are going very aggressive at the competition on pricing," said Mark Heber, head of Dodge truck marketing, at a media event here.

The pickups also are critical because they are the first products launched under the automaker's new Dodge Ram brand for trucks and commercial vehicles.

"It is one of the few things they [Chrysler] are known for still doing well," says Karl Brauer, editor of the Edmunds.com auto Web site. "There's not a lot of strength in Chrysler's portfolio right now, so they're trying to give it its own identity."

Dodge Ram will follow the recent Chrysler Group strategy of offering more features for the same money -- or less.

Heber said all Ram heavy-duty models would be priced lower than current models.