🕑6 min read
Ram has built its reputation on full-size pickup trucks. From hard-working Heavy Duty models found on job sites to premium luxury half-ton pickups, the brand has developed a loyal following across North America. But according to Stellantis Chief Executive Officer (CEO) Antonio Filosa, Ram’s future won’t be focused solely on the full-size truck market.
In this article▾
Ram Is Already Growing In North America
The Missing Piece Left By The Ram 1500 Classic
A New Challenger For The Toyota Tacoma
Rampage Opens A New Door For Ram
More Than Just New Products
Looking Ahead To 2028
Speaking during the company’s Investor Day 2026 presentation last month, Filosa—who also serves as Stellantis’ Chief Operating Officer (COO) for North America—outlined why expanding into both the midsize and compact pickup segments will be critical to Ram’s long-term growth strategy. The plan centers on introducing new products aimed at segments where Ram currently has little or no presence, while also helping the brand reconnect with budget-conscious truck buyers who have increasingly been priced out of the full-size pickup market.
2026 Ram 1500 Black Express Crew Cab 4×4 with the HEMI. (Ram).
Ram Is Already Growing In North America
Interestingly, Filosa pointed out that Ram is already performing well despite not having launched major new products recently.
“Ram is the fastest growing brand in North American quarter one. Without new product launches is growing in market share and profitability as we know.”
That growth demonstrates the strength of the Ram brand today. However, Stellantis believes there is still substantial room for expansion.
“Ram [a] few years ago was much higher [in] segment share and market share.”
For company leadership, that means the opportunity exists not only to maintain Ram’s current position but also to regain market share that has been lost over the years.
2023 Ram 1500 Classic Tradesman SXT Crew Cab 4×4. (Ram).
The Missing Piece Left By The Ram 1500 Classic
One of the biggest challenges Ram has faced in recent years was the discontinuation of the Ram 1500 Classic, also known internally as the DS. The older truck served as an affordable entry point into the Ram lineup, attracting buyers who wanted a full-size pickup without the higher cost of the newer DT-generation Ram 1500.
Filosa acknowledged that the departure of the DS created a gap.
“Three years ago, Ram lost in its lineup (the) Ram DS. That was the entry offer of pickup trucks. (A) budget Ram, (that was) $10,000 in average more competitive than the DT, the current Ram 1500.”
As vehicle prices continue to climb and inflation impacts consumers across North America, Stellantis recognizes that many truck buyers are looking for more affordable alternatives.
“We are already working on that entry part of the segment with the new entry version such as the Black Express.”
Even with lower-priced full-size offerings returning to the lineup, Filosa believes broader market conditions are shifting customer demand toward smaller trucks.
“We understand that inflation and cost pressure might move demand of pickup buyers into the lower segment as we see already.”
Teaser shot of the upcoming 2028 Ram Dakota. (Stellantis).
A New Challenger For The Toyota Tacoma
One of the most anticipated future products for Ram is its upcoming Dakota midsize pickup truck. According to Filosa, Stellantis has no intention of simply participating in the segment. Instead, Ram intends to challenge the current leader directly.
“In the midsize pickup truck, we target the competitor which is now number one, which is as we know, Toyota Tacoma.”
Filosa then delivered one of the most confident statements of the entire presentation.
“We believe we have a great product to battle face-to-face with Toyota Tacoma.”
That is a bold claim considering the Tacoma’s dominance in the midsize pickup market. However, Stellantis clearly believes there is room for another serious contender in the segment. With truck buyers increasingly seeking vehicles that offer capability without the size and expense of a full-size pickup, the midsize market continues to grow in importance.
2027 Ram Rampage Laramie 4×4. (Ram).
Rampage Opens A New Door For Ram
While the future Dakota may attract the most attention from traditional truck enthusiasts, the compact Ram Rampage could prove equally important.
Filosa highlighted the Rampage’s success in South America and Central America, where it has quickly become one of the brand’s strongest products.
“Then we have in the compact pickup truck, what has been proven already a very good product in South America and Central America, which is the Ram Rampage coming to be built in North America.”
The compact truck segment remains relatively small in the United States, but it has experienced significant growth thanks to the success of the Ford Maverick.
For reference, the latest sales data shows just how much demand exists for smaller pickup trucks. Through the end of last month, Ford sold 65,112 Maverick compact pickups in the United States. By comparison, the automaker sold 33,087 units of its Ranger midsize pickup during the same period.
Filosa specifically pointed to Ford’s position.
“That segment today is just one player that is built in Mexico, [the] Ford Maverick.”
Ram believes the Rampage is well-positioned to capitalize on the increasing popularity of compact pickups.
Ram North America plans to expand its lineup by 2030. (Stellantis).
More Than Just New Products
Filosa made it clear that Stellantis sees tremendous potential for Ram beyond full-size trucks.
“We believe that Ram really has been proven to have the ability to grow a lot [with] large pickup trucks as it’s [been] doing in the latest three, four months… [and] a big advantage to play in midsize pickup truck and also in the compact pickup truck [segments].”
In other words, Ram’s strong reputation among truck buyers could translate successfully into entirely new segments.
The company views these future products as a way to attract younger buyers, first-time truck owners, and customers who previously may have considered competitors simply because Ram did not offer a vehicle in their desired size or price range.
2027 Ram Rampage Rebel 4×4. (Ram).
Looking Ahead To 2028
Throughout the presentation, Filosa repeatedly emphasized Ram’s importance within the Stellantis portfolio.
“So how relevant is Ram today and the future? Very relevant. Very relevant.”
He also highlighted the brand’s strong financial performance.
“So the relevance is already very high in volumes, half million units sold last year in profitability overall and per unit.”
But the biggest gains may still lie ahead.
“Will grow in relevance starting from ’28, actually end of ’27 and ’28, ’29, with the launch in North America of the midsize pickup truck and of the compact pickup truck.”
For Stellantis, 2028 appears to be the pivotal year when its truck strategy comes fully into focus.
“And crucial year is ’28 because it’s when all the volumes all launch will be materialized on the market.”
With the return of a midsize pickup, the arrival of a North American-built Rampage, and continued investment in its full-size lineup, Ram is preparing for its most significant expansion in decades. If Filosa’s vision becomes reality, truck buyers will soon have more Ram choices than ever before, and the brand could emerge as a stronger competitor across every major pickup segment in North America.
Robert S. Miller