![\"ram_bighorn-fr\"](\"https:\/\/www.gannett-cdn.com\/-mm-\/9ddb467e530c282d9c101d355e6531a65fc7e7f3\/c=504-0-3528-2268&r=x404&c=534x401\/local\/-\/media\/2018\/03\/19\/DetroitNews\/B99639224Z.1_20180319195343_000_G3I1TP1G5.2-0.jpg\")
<\/p>\n<\/div>Phoenix —\u00a0<\/em>Behind the chromed bow of the new Ram 1500 is a growing truck-based armada as Fiat Chrysler Automobiles goes to battle against fellow Detroit truck titans, Ford and GM.<\/p>\n Test-driven by the automotive press here in early March, the Ram hits dealerships later this month with a strong buzz as one of the most formidable trucks ever made \u2014 a smooth-riding, luxurious benchmark for a class that includes\u00a0the Ford F-series<\/a>, Chevy Silverado and GMC Sierra.<\/p>\n But the Ram, which wowed the Detroit Auto Show in January, is more than just another new pickup. Developed apart from Dodge for the first time with its own design language and architecture, the 1500 is the linchpin of Fiat Chrysler\u2019s strategy that pairs its two powerhouse, high-volume brands \u2014 Ram and Jeep \u2014 to go head-to-head against Ford and GM in the full-size pickup, mid-size pickup and large-SUV segments.<\/p>\n<\/div>\n With an upcoming Wrangler-based Jeep midsize pickup (rumored to be called the Scrambler), Fiat Chrysler for the first time will have a full lineup of trucks.<\/p>\n \u201cJeep fans have been waiting a long time for a pickup,\u201d says Patrick Rall, staff editor of Allpar.com, a website that tracks Fiat Chrysler news. He said it could also satisfy demand from customers who used to own a Ram Dakota,\u00a0a midsize pickup that Ram discontinued<\/a>\u00a0in 2010.<\/p>\n Ram executives declined to discuss product plans.<\/p>\n But industry insiders say the profitable triad of large SUVs and mid-size and full-size pickups is key to all three automakers as they enter an uncertain future of heavy capital investment in autonomous and government-mandated electric vehicles.<\/p>\n \u201cFCA has a lot of ground to cover on EVs and autonomous vehicles,\u201d says analyst Joe Phillippi of AutoTrends Consulting. \u201cEVs are a 10- to 15-year process and they are going to have to spend a lot of money on other products as well.\u201d<\/p>\n The biggest potential lies with the Ram 1500 flagship and its heavy-duty variants.<\/p>\n \u201cRam is similar to (Ford and GM) in that it is filling two assembly plants with high-volume trucks that generate substantial gross profit margins,\u201d says Phillippi. \u201cNow the Ram platform will spawn the Wagoneer and Grand Wagoneer to go against the Suburban and Yukon.\u201d<\/p>\n With development costs already sunk in body-on-frame pickup chassis, truck-based SUVs are money machines. On top of its 800,000-and-change annual Chevy-GMC pickup sales, for example, GM moves another 100,000-plus Suburbans and Yukons.<\/p>\n \u201cThey are selling pure profit,\u201d says Philippi, who estimates GM\u2019s big sport-utilities are generating $25,000-$35,000 per vehicle.<\/p>\n Together with the Jeep brand \u2014 which has tripled sales to over 800,000 since 1992 \u2014 Ram\u2019s sales growth has been relentless. Since the Great Recession, it has grown its truck market-share by 6 points to more than 21 percent on a vehicle developed a decade ago.<\/p>\n