Key Points
The Dream of a Compact Pickup
If you’ve seen photos of the compact Ram Rampage pickup, already available in Latin America and Europe, and thought it could be a great competitor for the Ford Maverick in the U.S., you’re not alone. Ram’s CEO had exactly the same dream, but he also clearly understands why it might remain just a dream for now.
The Rampage is a compact unibody pickup built on the Jeep Compass platform. On paper, it sounds exactly like the type of truck that could offer Maverick buyers something new. Ram CEO Tim Kuniskis certainly thinks so. He explicitly stated that he loves the Rampage and would like to see it in the United States.
The Rampage is incredible!
Kuniskis said in a recent interview: “Would I consider the Rampage for the U.S.? Absolutely. Do I think the Rampage is incredible? Yes. Would I like to have it in the United States? Yes.” But then he added a dose of reality: “That doesn’t mean we’re going to do it.”
Priority is the Dakota Model
One of the main reasons for the lack of decisiveness is that Ram’s current priority is the long-awaited midsize pickup, confirmed to revive the Dakota name, and its arrival in showrooms in 2027. This model has nothing to do with the current Ram Dakota sold in Latin America, which is built on a Chinese platform.
There is also a risk that a smaller pickup could “step on the toes” of the Dakota in the North American market. Kuniskis noted that compact and midsize pickups could ultimately compete in the same market, especially when their prices overlap. Ram wants to first clearly understand the position its midsize model will occupy before taking the next step. “Once we get the answer to that question, then we can decide on the Rampage,” he said.
High Adaptation Costs
Even if the marketing prospects are favorable, importing the Brazilian Rampage to America is not just a matter of sending a few containers north. This model must comply with U.S. safety and lighting standards and pass local crash tests, which is not guaranteed in its current form. All of this means serious investments without a guaranteed return.
So, yes, we would all like to see the Rampage or a completely new small pickup in U.S. dealerships, but don’t postpone ordering a Maverick in hopes that it will happen soon. The wait might be long. If Ford’s pickup already meets your needs, it might be the safer bet for now.
The Rampage situation well illustrates the complexity of the global automotive business, where even a good product idea can meet harsh economic and regulatory constraints. The success of the Ford Maverick has shown that demand for compact and affordable pickups exists in North America, which may eventually force other manufacturers, including Ram, to find ways to overcome barriers to entering this market. For now, the company is taking cautious steps, trying not to create internal competition between its own future models.