Ram Brand to Add Midsize Unibody Truck as Dodge Dakota Replacement

Chrysler revealed the current, third-generation Dodge Dakota would be discontinued in 2011. The move alone would devoid the U.S. market of another pickup truck, but Chrysler will not be writing off the midsize truck segment just yet. Although midsize trucks lack the cachet of their full-size brethren, Chrysler is reportedly looking into developing a new unibody truck for its Ram brand after 2011.

The tall order of developing, marketing, and selling a viable unibody truck follows a familiar formula: smaller engines, better fuel economy, and work capabilities that are somewhat comparable to a half-ton, body-on-frame truck. Past efforts are littered with names like Brat, Comanche, Rabbit, and Rampage, while more recent offerings such as the Subaru Baja and Honda Ridgeline have had difficulty cracking the U.S. truck market. It doesn't help that compact trucks are just plain unpopular compared to the full-sizes, with the larger representing nearly 23 percent of all U.S. vehicle sales. Compact trucks total 5 percent.

Before Chrysler entered bankruptcy earlier this year, it had plans for a smaller unibody truck. Their developmental model centered on a front-drive pickup with all-wheel-drive capabilities, powered by a turbo, four-cylinder engine with direct injection. Without going into specifics, Ram brand boss Fred Diaz said the Dakota replacement would likely not be far off Chrysler's original concept.

"The emphasis is going to be on getting a vehicle that is still true to the Ram brand image and also gets excellent miles per gallon rating and at an attractive price point," Diaz said.

The price point will be a critical aspect of the midsize unibody truck project. The 2010 Dodge Dakota in its most basic extended-cab form starts at $23,495. The 2010 Ram 1500 regular cab with short bed is priced from $21,510, while a Dakota-comparable quad cab touches $25,940, just $2400 more than the smaller truck. If Chrysler wants their Dakota replacement to succeed, the price discrepancy will need to be in favor of their midsize Ram.

2009 Dodge Ram Bianco

The Dodge Ram Bianco started life as a 2009 Dodge Ram 1500 Sport with a 5.7-liter HEMI V-8. The Dodge Ram is modified to reflect an upscale feel and appearance with the aid of Mopar performance parts and accessories. Colors, textures and accessories are combined in a manner that showcases the sophisticated side of the Dodge Ram 1500.

Exterior modifications include a Mopar hard tonneau that adds a classic, sporty appearance. The inside of the truck bed features Mopar’s bed rug--a plush, yet washable carpet. For the exterior, a Mopar body kit and modified Mopar fender flares give a unique, sophisticated look. The stance is aided by a Mopar lowering kit that not only lowers the vehicle, but also provides excellent ride and handling. The Dodge Ram Bianco is layered in several coats of Arctic Ice pearl paint that give it a rich appearance. Holding true to the upscale theme, Mopar’s 22-inch wheels are painted in a matching, high-contrast design. Performance upgrades include a Mopar cold-air intake and a throaty Mopar dual exhaust with just enough growl to let you know there is something powerful under the hood.

The exterior theme continues through the interior. White and black Katzkin seats with matching door trim set the stage for a high-class ride. Piano Black and Arctic Ice accents add to the luxurious theme. For sound, Mopar contributed a Kicker audio system consisting of an audio amplifier, a powerful subwoofer and upgraded speakers.

Dodge Ram Is Mopar's Most-Accessorized Vehicle

And the most popular accessory for the all-new 2009 Dodge Ram is … a brand new set of Mopar tubular side steps.

The award-winning Dodge Ram is the most accessorized vehicle in the Chrysler Group LLC product lineup, followed closely by Jeep® Wrangler, Chrysler Town & Country and Dodge Grand Caravan. “Mopar offers more than 70 proven, quality-tested accessories and parts for customers to personalize their Dodge Ram,” said Pietro Gorlier, President & Chief Executive Officer, Mopar Service, Parts & Customer Care. “For all of our Chrysler, Jeep and Dodge vehicles, we offer more than 280,000 parts and accessories for customers to customize or refresh their rides.”

Top 10 Mopar Accessories For Dodge Ram

Following is a list of the top 10 most popular Mopar accessories and performance parts – that Dodge Ram owners purchase to personalize their trucks:

1. Tubular Side Steps: Provide skid-resistant stepping surfaces for easy vehicle entry and exit; available in black or chrome and constructed of light-weight anodized aluminum or powder-coated steel. Manufacturer’s Suggested Retail Price (MSRP):

Regular Cab - Black $307.00 Regular Cab - Chrome $461.00
Quad Cab - Black $358.00 Quad Cab - Chrome $563.00
Crew Cab - Black $389.00 Crew Cab - Chrome $614.00

2. Bed Liner: Features ribbed design for outstanding drainage. The skid-resistant, under-the-rail liner is tailored for a perfect fit and provides full use of integrated vertical and horizontal storage dividers. MSRP: $325.00

3. Trailer-Hitch Receiver: Designed as a one-piece welded assembly and built to match Dodge Ram’s impressive towing capacity, the hitch receiver is covered with a two-layer, E-coat paint finish that resists rust. MSRP: $126.00

4. Trailer-Tow Mirrors: 8.75” x 7.75” mirrors offers improved visibility while towing with convex spotter (3.5” x 4.25”) glass for superior blind-spot visibility. Mopar trailer-tow mirrors manually telescopes out 4.5” and folds in. Heated, power control and defrost function remain active. MSRP: $436.00

5. Front-air Deflector: Constructed of shatter-resistant polymers and custom molded to complement Dodge Ram’s bold front-end styling, the front-air deflector creates an air stream that directs insects and road spray up and away from the hood and windshield. MSRP:

Smoke $89.10
Body Colored $109.00
Chrome $109.00

6. Deluxe Molded Splash Guards: Designed to be rigid yet forgivable, splash guards are paintable and provide excellent lower-body protection as they are custom-molded to the contours of Ram. MSRP: $43.45/pair

7. Sport Performance Hood: Features an integrated scoop for an aggressive look, the sheet metal replacement hood is manufactured with original equipment materials for a perfect fit and finish. MSRP: $976.00

8. Fiberglass Tonneau Cover: Custom-designed for a perfect match with any Dodge Ram exterior color, the durable, easy-opening cover includes inner and outer liners to prevent cracks and features a built-in tailgate lock for added security. MSRP:

5.7' Bed $1,250.00
6.3' Bed $1,290.00

9. Soft Tonneau Cover: Made of shrink-resistant fabric that features a snapless design for an ultra-clean look, the durable Mopar tonneau cover resists mildew, water and Ultra Violet rays. MSRP:

5.7' Bed $391.00
6.3' Bed $415.00
8.0' Bed $470.00
RamBox $394.00

10. Fog Lights: Designed specifically for Dodge Ram, Mopar fog lights undercut inclement weather and minimize glare. MSRP: $175.00

All-New Dodge Ram

In addition to Mopar accessories, Dodge Ram is loaded with features that set it apart in the full-size truck market. One standout feature is the industry’s first-and-only RamBox™ cargo management system that includes versatile, weatherproof, lockable, illuminated, drainable storage bins; pickup bed dividers; a two-foot bed extender and a cargo rail system with sliding adjustable cleats.

The 2009 Ram also includes a first-in-segment coil-spring five-link rear suspension fitted to a solid rear axle that provides ride and handling not found on any other pickup truck. A new 5.7-liter HEMI® V-8 engine with fuel-saving MDS technology provides more horsepower (390 hp) and torque (407 lb.-ft.) while its best-in-class aerodynamics (.387 Cd) improve fuel economy and performance.