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September 12.2025

2 Minutes Read

Why Ram's Electric Truck Is Dead: Insights on Industry Trends

Ram's Bold Move: Cancelling Its Electric Truck Development

In a surprising turn of events, Ram has officially announced the discontinuation of its electric truck project, initially dubbed the Ram 1500 REV, which was set to be a direct competitor to the Chevrolet Silverado EV and the Ford F-150 Lightning. Ram's decision reflects a broader trend as several automakers reassess their electric vehicle strategies amidst changing market demands.

Shifting Focus to Hybrid Technology

Instead of pursuing the electric truck, Ram will now rebrand its hybrid Range-Extended Electric Vehicle (REEV) as the new Ram 1500 REV. This pivot emphasizes the growing preference for hybrid models over fully electric pickups among consumers. As CEO Tim Kuniskis noted, Ram originally aimed for a 2024 launch, but the project faced delays, which might have influenced the final decision. Kuniskis admitted that letting go of the V-8 engine was a misstep, and its return has clearly resonated with a significant portion of the customer base.

A Broader Industry Perspective on EV Plans

This cancellation is not an isolated case. Across the automotive landscape, companies including Audi and Honda have similarly scaled back or scrapped their ambitious EV projects, highlighting that the transition to electric vehicles isn't as straightforward as initially anticipated. Consumer demand realities are pushing manufacturers to recalibrate their priorities, leading many to focus on hybrid systems instead.

Implications for Auto Dealers and Manufacturers

For auto dealers and manufacturers, these shifting trends raise pertinent questions about inventory and marketing strategies. As consumer preferences evolve, understanding the demand for hybrids versus fully electric vehicles will be essential for sustaining sales growth. Thus, remaining alert to these industry shifts can offer strategic advantages in adjusting offerings and promotions to better meet market needs.

With Ram’s realignment toward hybrid models and the strong return of the V-8, it's evident that while the push for electrification is ongoing, the timeline and consumer embrace may paint a different picture than many expected just a few years ago.

As the automotive industry navigates these changes, staying informed on how manufacturers adjust their strategies will be crucial for stakeholders from dealers to accessory manufacturers.

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Why Ram's Electric Truck Is Dead: Insights on Industry Trends

Ram's Bold Move: Cancelling Its Electric Truck Development

Shifting Focus to Hybrid Technology

A Broader Industry Perspective on EV Plans

Implications for Auto Dealers and Manufacturers

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