by New Compact Ram Rampage Pickup Enters European Market
European Market Entry Strategy
Ram is already present in a number of European markets through official distributor KW Auto. However, the large dimensions of the 1500 and Heavy Duty models limit their appeal to only a small group of buyers. In contrast, the Rampage has a length of 5028 mm (198 inches) and is better suited for Europe’s narrow streets. This gives Ram the opportunity to compete in a smaller, more affordable segment that promises higher sales potential.
Concept and Positioning
Stellantis describes the Rampage as
“a bold new entrant in the compact lifestyle pickup segment”
, created to combine everyday practicality with powerful capabilities. The vehicle occupies a position between C-segment crossovers and mid-size pickups, filling a vacant niche in the market.
Technical Features and Platform
The Rampage was first introduced in June 2023 as the first Ram vehicle entirely developed and manufactured in Brazil. It is built on the unified Small Wide platform, which is also used by the Fiat Toro, Jeep Compass, Jeep Commander, Alfa Romeo Tonale, and Dodge Hornet.
Engines and Transmission
In South America, buyers can choose between turbo diesel and gasoline engines, both of which are paired with a nine-speed automatic transmission and all-wheel drive.
Design and Features of European Version
Stellantis has released the same teaser images used for the South American version, indicating that the European model’s exterior appearance is virtually identical. It remains unclear whether it will receive regional updates to equipment, trim levels, or powertrains. The shown example is red and has the Rebel trim.
Presentation and Launch Plans
The Brazilian pickup will be first presented to the public at the Fieracavalli exhibition in Verona, Italy, from November 6 to 9. The company describes this as a
“European preview”
rather than a full market launch. Final specifications and prices are expected to be announced during the event.
Prospects for American Market
Initially, there were rumors that Ram also planned to introduce the Rampage to the US market as a competitor to the Ford Maverick and Hyundai Santa Cruz. However, import duties made this idea unfeasible. Instead, Ram is focusing on a new body-on-frame mid-size pickup for North America, a potential successor to the discontinued Dakota. This model is expected to compete with the Ford Ranger, Toyota Tacoma, Chevrolet Colorado, GMC Canyon, and Nissan Frontier. In South America, Ram has already introduced the new Dakota, built on a body-on-frame chassis of Chinese origin.
International Production Strategy
Producing the Rampage for the European market in Brazil demonstrates Stellantis’ global approach to utilizing production facilities in different regions. This allows the company to optimize costs and effectively fill market niches by adapting products to local conditions and demand. Such a strategy is particularly important in the context of global competition in the automotive industry, where regional characteristics often determine the success of models.
