by Return of a Legendary Name
Ram is finally returning to the midsize pickup segment, ending a hiatus that began after the original Dakota was discontinued in 2011. During a private showing at the NADA show in Las Vegas, Stellantis gave dealers an early look at the new vehicle, expected in showrooms in 2028.
The company is still withholding official technical details, but initial dealer reactions to the design were largely positive.
Dealers’ First Impressions
According to the report, several event attendees described the future Dakota as a vehicle with a “tough, aggressive look” that fits well with Ram’s established image as a maker of rugged, work-ready trucks.
Jason Feldman, a dealer manager from Houston, noted that the proportions seem tuned to compete with key rivals like the Toyota Tacoma and Ford Ranger. “If the price is right, it will be a huge success,” he said.
Adrian Gonzalez, general manager of Payne Edinburg Chrysler-Dodge-Jeep-Ram in South Texas, believes the new Dakota will pose a threat to the Tacoma: “It really looked good. Toyota better watch out – we’re going to start competing with them when it comes to the Tacoma. That says a lot.”
Ralph Mahalak Jr., who owns six Stellantis dealerships in Florida, Ohio, and Michigan, called the Dakota a “game-changer” in the segment.
Ladder-Frame Construction
This new North American model is not related to the Dakota for the South American market, which debuted in October 2025 on a Chinese platform with a Fiat diesel engine. Unlike the unibody, electric concept shown in 2021, the future US Dakota will have a frame chassis and an internal combustion engine.
Ram CEO Tim Kuniskis recently emphasized that the new model needs to deliver the towing and payload capabilities expected from a “real pickup,” not just its image. He confirmed that a V8 will not be part of the lineup, but a hybrid setup is being seriously considered as a way to keep pace with the market.
Production Plans and Investments
Production plans have shifted from the Belvidere plant in Illinois to the Toledo Assembly Complex in Ohio, which also produces the Jeep Wrangler and Gladiator. This decision is part of Stellantis’s $13 billion investment in US manufacturing aimed at modernizing operations.
Urgent Need for a Midsize Model
Ram’s absence in the midsize category has been a long-standing gap in the brand’s lineup. Stellantis CEO Antonio Filosa recently called Ram “a big, strong pickup maker that lacks a midsize pickup.”
While the Jeep Gladiator technically competes in the same segment, it serves a different purpose. Positioned as a niche off-road model, it leaves room for a more mainstream, utilitarian alternative.
Long-Term Strategy and Competition
With a launch window targeted for 2028, Ram appears to be playing the long game, aiming to hit the market around the same time as the next generation of midsize competitors. Besides the Toyota Tacoma, the segment also includes the Chevy Colorado, GMC Canyon, Ford Ranger, and Nissan Frontier.
The return of the Dakota comes during a period of active transformation in the pickup market, where efficiency and alternative powertrains are gaining importance. The decision to focus on a traditional frame and internal combustion engines, while keeping an eye on hybrids, indicates a strategy aimed at the conservative part of the buyer base that values capability and reliability but is open to gradual adoption of new technologies. The model’s success will largely depend on striking the right balance between price, performance, and that aggressive image that dealers liked so much.
