Does a Ram Dakota Midsize Pickup Make Sense
Channel: Gallery Automotive
Date: 20/02/2018

Does a Ram Dakota Midsize Pickup Make Sense

A new Ford Ranger is on the way back to the U.S. market, where Chevrolet and GMC sold a combined 145,102 Colorados and Canyons last year, and still didn’t manage to catch the Toyota Tacoma’s 198,124, number-one in the segment. Even Nissan sold 74,360 of its ancient Frontiers in 2017, so there’s obviously some life in a segment consisting of pickup trucks that are only as large as the Ford F-150s, Chevy Silverados, and Ram 1500s of three or four generations ago.
I had figured Sergio Marchionne had put this issue to rest when he answered former Automobile contributor David Kiley’s question at the CEO’s North American International Auto Show press conference last January thusly:

“We did not think it was necessary to re-enter that market after our last experience. It wasn’t even a similar experience (to Ford and GM), we took our Dakota out of production in … 2010 … . Which had a cost structure very similar to our Ram 1500. We have not found an economic way to get this done.”

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