With sales of more than 2 million units a year, full-size pickup trucks remain the largest segment in the industry. And with sales of more than 364,000 units in 2006, Dodge sells more Ram trucks than any other vehicle.
“With numerous domestic and import competitors, the pickup market is fierce and ultra-competitive,” said Mike Accavitti, Director – Dodge Brand and SRT Global Marketing and Communications, Chrysler LLC. “Armed with head-turning design and exclusive features including our RamBox storage system, our all-new 2009 Dodge Ram will again undoubtedly create waves in the truck segment.”
In the pickup truck market, customer preferences continue to change. For example, in the 2002 model year, crew cabs were relatively new and accounted for only 8 percent of the overall segment. In 2007, crew cabs accounted for nearly 50 percent of the segment.
“Crew cabs are the fastest-growing and highest-volume part of the light-duty pickup market,” said Accavitti. “Our all-new 2009 Dodge Ram Crew 1500, which offers room and convenience for six adults, marks our first entry into this crucial part of the market.”
The increasing popularity of crew-cab models hints at another shift in the light-duty pickup segment: segment growth is being driven largely by customers who want a vehicle that works hard, yet is comfortable for the whole family.
Following are target demographics for the 2009 Dodge Ram:
- 84 percent male, 16 percent female
- Median age: 52
- Married: 70 percent
- Median annual income: $64,000
- College educated: 28 percent
- Primary vehicle usage: 71 percent “personal”
“These buyers are looking for the space and comfort of second-row seating options, ride comfort, nimble handling, ease of use and overall versatility,” said Accavitti.
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