To Sell Trucks, Break Out the Cowboys and Wrap Them in Old Glory
Americans — especially American men — love trucks, and high gas prices aren’t swaying automakers. Ram has a new line of fuel-guzzling muscle trucks, and some in-your-face ads to sell them.
By Roy Furchgott
With fuel prices stubbornly high, it would seem a bad time to unleash new gas guzzlers. But Ram, Stellantis’s badge for brawny pickups, has introduced a line of muscle trucks, betting that most buyers are more concerned about their manliness than the price of gas.
It’s not a bad bet. At the risk of turning off some, Ram knows its buyers: American men (mostly) whose taste — reflected in ads — runs toward the Ultimate Fighting Championship, comely cowgirls on mechanical bulls, a Guns N’ Roses soundtrack and unapologetically large, loud trucks.