by Full-size pickup prices will no longer be cheaper than $40,000
The CEO of Ram stated that the era of affordable full-size pickups is over. The cost of new models will no longer drop below the $40,000 mark. However, the brand plans to return to more democratic prices with the launch of the Dakota successor—a mid-size model.
Over the past few years, car prices have risen significantly due to inflation and tariffs. In 2019, the average price of a new car was $36,843, but now this figure has increased by nearly $12,000. For example, the base version of the Ram 1500 cost $31,695 in 2019, while its starting price now is $40,275.
We will return to prices below $40,000 with the Dakota successor. We must have a mid-size pickup—we are a brand specializing in trucks.
Mid-size pickup from Ram
Currently, Ram is the only major manufacturer that does not offer a mid-size pickup. Competitors have long had such models: the Chevrolet Colorado, Ford Ranger, Toyota Tacoma, and others. Even the Jeep Gladiator, which starts at $38,100, falls into this segment.
The company has announced over 25 new products by the end of 2026, so there is a high probability that a new mid-size pickup will appear as early as next year. Its success will depend on the right pricing strategy and technical specifications that can compete with existing models.
The mid-size pickup market remains lively, and the release of a new model from Ram could pose a serious challenge to competitors. Especially if the brand manages to strike a balance between price, functionality, and technology, which are now key criteria for buyers in this segment.
