EXCLUSIVE: Could the Next Ram Dakota Look Like This?

By Tony Markovich - October 19, 2015

Last year at the Sao Paulo motor show, Fiat released the FCC4 design study; a high-standing CUV of sorts with coupe lines and a truck bed. With inspiration from that concept, Fiat just announced the Brazil-bound Toro pickup; a brand-new model and different take on what’s typically thought of as an Italian bull.

So you might be wondering, “Why are you dangling this fierce-looking truck in front of us when it’s not even coming to the U.S.?” Well, what if it did make the trip overseas in a different guise? What if this were actually the seed for a new Ram Dakota?

As you likely know, Fiat, in a multi-billion-dollar deal last year, acquired Chrysler, which owns the Dodge and Ram divisions. So, technically, like we have already seen with vehicles like the the Dodge Dart, Fiat’s offerings could be transfused into U.S. vehicle lines.

So what’s the likelihood of this actually happening? Unfortunately, not great, despite what looks like a renewed interest in the segment, thanks to the launch of the Chevrolet Colorado and GMC Canyon. The reason the Dakota was discontinued in the first place was extremely poor sales for compact trucks like this. Part of that had to do with the pricing, compared with the bigger trucks (see: they were way too similar).

In an interview with Automotive News earlier this year, Ram brand boss Bob Hegbloom laid out the key components of what would be needed for a compact truck to truly make sense. He explained that although they had less capability, smaller size, lower cost, and great fuel economy are crucial selling points.

“When you look at those four factors, that’s truly what a midsize pickup customer is looking for,” Hegbloom said. “I’ve been able to develop a strategy to come up with three of the four — and even with what’s out there on the market today, I haven’t seen anyone who can deliver on all four.”

“… If full-size now is pushing 30 [mpg], you’re going to expect a midsize to be at least at 35,” Hegbloom said. “You’re also going to expect it to be significantly less expensive. But to bring the technology in to deliver on 35 mpg, then you’re going to raise the price.”

Even the pricey way of improving that economy by going diesel would now be a tough selling point to the masses, thanks to a certain German company’s poor decisions, coughVolkscoughwagencough.

To make matters even more difficult, the market could reportedly be getting even more crowded thanks to one of Ram’s family members, Jeep. Automotive News also found out in September that a Wrangler pickup is, indeed, on the way. There’s no word, however, whether that’d be a mid-size or full-size. The 2005 Gladiator concept was previously based on the Ram 1500.

I think we just killed our own dreams. So how about we settle for a redesigned Dodge Durango?