Why Ram Can’t Build a Full-Size Truck for Under $40K

[themoparjunkie]

Why Ram Can’t Build a Full-Size Truck for Under $40K​

Ram Boss Tim Kuniskis Explains the Harsh Reality Behind Pickup Truck Pricing​

If you’ve been wondering why there’s no stripped-down Ram 1500 (DT) you can drive off the lot for under $40,000 anymore, you’re not alone. Truck prices have climbed so high that many of us assumed Ram could simply create a “bare bones” version of their modern DT pickups to fill the void left by the now-discontinued Classic (DS).

But Ram CEO Tim Kuniskis recently shut down that idea in plain terms at a media event in Auburn Hills, Michigan. His message? That era is gone — and it’s not coming back.

Why Ram Can’t Build a Full-Size Truck for Under $40K

Explore why Ram can’t build a full-size truck for under $40K anymore. Discover insights from Ram CEO Tim Kuniskis.

5thgenrams.com

 

[themoparjunkie]

 

[Reverse]

That era (<$40K) IS coming back, it just won't be from Ram.

 

[jkm312]

Here's my question. Why can't we have a single cab optioned out 1500 DT with a 8 foot bed like we used to have? What's wrong with a truck like that? I'm tired of hanging stuff over the tailgate or driving with it down.
Trouble with an 8' bed on a crew or quad cab is the truck just doesn't fit many places in an urban setting these days.

 

[PurpleRT]

Here's my question. Why can't we have a single cab optioned out 1500 DT with a 8 foot bed like we used to have? What's wrong with a truck like that? I'm tired of hanging stuff over the tailgate or driving with it down.
Trouble with an 8' bed on a crew or quad cab is the truck just doesn't fit many places in an urban setting these days.

Probably a slim market and % of overall sales unfortunately.


Sent from my iPhone using Tapatalk

 

[PurpleRT]

That era (QUOTE]

Once the other big 3 prices theirs accordingly that could change. Haven’t browsed Ford or GM in forever to see if they’re in the ballpark of >$40k


Sent from my iPhone using Tapatalk

 

[jimothy]

Based on MSRP , the only way to get a sub-40K truck is a regular cab, 2WD. Ford and Chevy start around $38K and 39K. Ram doesn’t offer a 1500 regular cab, to the chagrin of a few.

Go to an extended or crew cab, and you’re above $40K, regardless of make. Toyota starts at $41K.

So yeah, it looks like that era is over.

 

[SD Rebel]

You can get it under 40K with rebates and discounts off MSRP. I mean it wasn't long ago most experienced truck buyers automatically took 15% (or more) off the MSRP right off the bat. Of course the Covid market changed that, but it should be heading back there now.

One of my local dealers is already advertising quad cab 2WD Tradesman for $37,425 (from a $44,260 MSRP). crew cab Big Horn/Lone Star 4x2 at $46,825 (from $56,865 MRSP), and a crew cab Rebel 4x4 for $58,425 (from $71,075 MSRP).

This is the same dealer I bought my Rebel crew cab nearly six years ago for $39,787 (from a $55,000 MSRP). Of course inflation has bumped up the price, back in 2019 you could get a quad cab Laramie for $28,000 with discounts.

https://www.sandiegochryslerdodgejeepram.com/new-vehicles/ram-1500/

 

[Biga]

If Ram ever moves the HD trucks over to the 5th gen Cabs then we will probably get a regluar cab 1500. A regular cab is required for HD's for upfitter options like Box Trucks and if they have the cab for the HD then it will be cheap for them to offer it on the 1500.

 

[1791]

i had a OBS reg cab short bed 92 chev c1500. fun truck but not really a mass market truck in todays world.
i then got a quad cab 5th gen ram turns out it's not a great truck, kind of a glorified extend cab now i have a crew cab and i would not have it any other way.
a 1992 ss454 c1500 was 20k that's 45k in todays money and was in no way as refined or nice as a truck is now.
i would argue you actually get way more for your money today.
i get it sub 40k msrp full size trucks are long gone.........

 

[HemiDude]

I like Kuniskis, but I call BS on "Can't". This is the base-build Tradesman on the Ram.com site. Yes, if you add any packages or want something more than a v6, price jumps over $40k quickly. My thoughts: Stop forcing people to buy $1k-$3k packages to get the one or two options they actually want; don't overcharge for the old-tech 5.7 (i.e. remove the et system); offer a 2-door long bed. I'm sure there are other things that can be done but these are just off the top of my head. And I don;t want to hear about bogus fuel efficiency mandates - shaving 300 lbs of crap (wag considering less body weight/fewer accessories/removal of all et components) from a truck will easily offset the "benefits" of what is currently offered. My .02