Ram Abandons Battered EV Plans

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Stellantis pick-up brand Ram said it would enter the EV segment next year. Competitor Ford already has a full-sized pick-up–the F-150 Lightning. As the EV market in the US struggles, Ram pushed its plans back to 2026 and may push them back even later.

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Stellantis said it would release a version of the Ram aimed at a more popular part of the market. Its standard bearer will be the Ramcharger, which features a gas engine combined with EV technologies. “The decision to launch Ramcharger first was driven by overwhelming consumer interest, maintaining a competitive advantage in the technology and slowing industry demand for half-ton BEV pickups,” Stellantis said.

Ram is a brand in trouble. In the third quarter, its unit sales dropped 19% to 108,925. The drop is part of a trend that Stellantis has been unable to break.

Ford Lesson

Ram learned a lesson from Ford. Americans do not want full-sized pick-up EVs. Pickups are among the most profitable vehicles sold in the country, and there is no reason to depart from the formula.

Another US EV brand has been badly crippled.