Ram adopts caution before taking the pickup to the North American market, where Ford dominates the segment with aggressive prices
Rampage is Ram’s main bet to consolidate its global relevance, especially after the start of exports of the Brazilian model to Europe. However, there is still little information about when the pickup will reach the North American market, despite the fact that there is room and great sales potential in this segment.
Although insiders confirm that the pickup would perform well in the market, even amid larger pickup options, Ram still maintains its reservations. According to the brand’s CEO, Tim Kuniskis, the main factor that makes it difficult to export the pickup is the strong competition from Ford and the high price competitiveness.
SEE ALSO:
In the North American market, there is a devaluation of chassis in brands such as Ford, with models such as Maverick and Ranger, which generates a large discrepancy in relation to the Brazilian market, since, in Brazil, prices are more competitive and aligned. In 2025, Ford sold more than 226 thousand pickup trucks, 155 thousand units of the Maverick and 71 thousand of the Ranger.
Kuniskis’ caution translates into the use of the Brazilian operation as a strategic laboratory: he observes how the Dakota, an exclusive model in the United States, based on the Gladiator, will react in relation to the Rampage, which is already a sales success in Brazil.
Ram’s fear is that the North American consumer, faced with very close prices, will end up migrating to smaller and lighter models, as happened with the hybrid Ford Maverick, which conquered the market even though it was imported from Mexico. Faced with this competitive scenario, the automaker decided to slow down the export of Rampage to the United States until it is sure that it will be able to coexist profitably alongside the new generation of Dakota.
