- Ram CEO loves the Rampage but says US launch is unlikely.
- Ram must launch Dakota before risking overlap in range.
- US homologation costs hugely complicate Maverick rival plans.
If you’ve seen pictures of Latin America’s Ram Rampage, now available in Europe too, and thought the compact truck would be a great rival to Ford’s Maverick in the US, you’re not alone. Ram’s CEO has had exactly the same daydream, but he’s also clear about why it might have to remain a daydream for now.
Related: Ram’s First SUV Is Coming And So Are Two New SRT Models
The Rampage is a compact unibody pickup that rides on Jeep Compass guts, and on paper, it sounds like exactly the kind of truck that could give Maverick buyers something fresh to look at. Ram CEO Tim Kuniskis certainly thinks so. He flat out said he loves the Rampage and would love to have it in the United States.
“Rampage is Awesome!“
“Would I consider [the Rampage for the US]? Absolutely,” Kuniskis told Mopar Insiders in a recent interview. “Do I think Rampage is awesome? Yes. Would I love to have it in the United States? Yes.”
But then came the reality check. “That doesn’t mean that we’re going to do it,” he added.
One of the main reasons for the lack of commitment is that Ram’s current priority is getting its long-awaited midsize truck, now confirmed to revive the Dakota name, into showrooms in 2027 for MY28. And no, this model has nothing to do with the current Ram Dakota sold in Latin America, which is built on a Chinese platform and follows a completely different lineage.
Read: Ram’s New Dakota Warlock Is Coming For The Hilux With Chinese DNA
There is also the risk of a smaller truck stepping on the Dakota’s toes in North America. Kuniskis pointed out that compact and midsize trucks can end up fishing in the same pond, especially when prices overlap. Ram wants to see exactly where its midsize offering lands before taking taking the next step.
“Once we answer that question, then we can decide on Rampage,” he said.
Expensive to Adapt
And even if the marketing case lined up, bringing the Brazilian-built Rampage to America is not just a matter of shipping a few containers north, or as Kuniskis puts it, filing some paperwork.
The truck would need to meet US safety and lighting standards and pass local crash tests, which it wouldn’t necessarily do in its current form. That all adds up to serious investment with no guaranteed payoff..
So, yes, we’d all love to see the Rampage or an all-new small truck in US dealerships, but don’t hold off on that Maverick order in the hope that it’ll happen any time soon. You might have a long wait. If Ford’s truck already fits the bill, it might be the safer bet for now.
