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Thursday, November 24, 2016

Ram To Limit Use Of Crosshair Grille On Its Trucks

The writing is on the wall for the signature crosshair front grille that has adorned #Ram pickup trucks for the last 35 years.

The Detroit News reports that, since the 2015 NAIAS, a number of new Ram products have been revealed, including the Rebel and Limited, with a new type of grille. According to Fiat Chrysler Automobiles itself, this has been part of an experiment to test the waters for a new face to Ram’s range of pickups.

“I’m watching this space very carefully. It’s been an experiment, and it’s working. People have responded to it. We like it. But it’s something we’re consciously doing gradually,” FCA head of global design Ralph Gilles said at the Los Angeles Auto Show. “I love what the company has done by differentiating each brand — from the marketing to the materials — and it’s inspired us as designers to make sure we do that with cars themselves.”

According to Ram boss Mike Manley, there’s a possibility that the brand could offer the crosshair-styled grille alongside the new one, ensuring that it doesn’t turn away supportive pickup customers: “You’re already seeing progressive moves in terms of the grille. I would never say that something would ever completely move away from things because there’s always opportunity, I think, when you’ve established two different styles of grilles to use them.”

Based on recently leaked images of the next-generation Ram 1500, it seems that the company will indeed offer two different grille designs. In those images snatched from a dealer presentation (pictured below), the new 1500 pickup was pictured with an overhauled design, but still sporting a crosshair grille.


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