by The Market for Affordable Full-Size Pickups Is Gaining Momentum
The average price of a new car in November reached nearly $50,000, forcing buyers to reconsider their preferences. As manufacturers note, consumers are beginning to experience real “price fatigue” and are increasingly choosing basic trim levels.
Ram Sees Potential in the Segment Below $50,000
Ram CEO Tim Kuniskis believes full-size trucks priced under $50,000 have huge prospects. The new 2026 Ram 1500 model starts at $41,575, offering good value for money.
Review: The 2026 Ram 1500 with a V8 Hemi engine looks worse on paper but better in reality
However, in this budget field, Ram currently lags behind competitors. General Motors dominates the segment of pickups cheaper than $50,000, and Ford also has strong positions. The Stellantis brand sees this as an opportunity for growth.
New Affordable Models from Ram
In response to demand, the company has already introduced the 1500 Express model this year, starting at $43,700. This version doesn’t look cheap: it has body-colored bumpers, 20-inch wheels, a glossy black grille, and decent interior trim. Standard equipment also includes modern driver assistance systems, such as adaptive cruise control and automatic emergency braking.
The Warlock Off-Roader and Future Novelties
The Express model develops the idea laid down in the 1500 Warlock off-roader introduced last year. Its price starts at $52,415. The Warlock is positioned as an affordable off-roader with suspension prepared for off-road use, Bilstein shock absorbers, a 25mm body lift, skid plates, a rear differential lock, and all-wheel drive.
All this suggests that Ram may be preparing even more affordable versions of its flagship pickup. The company previously announced over 25 new products in a year and a half. We have already seen some of them, but there are many more novelties on the horizon, including a high-performance version whose premiere is scheduled for the New Year.
Rising prices for new cars are forcing even the full-size pickup market, traditionally not the most affordable, to adapt. Ram’s strategy aimed at expanding its presence in the budget segment may prove timely, as economic uncertainty persists. The success of these models will depend not only on price but also on the company’s ability to offer real value while preserving the qualities that buyers love about big trucks.
