RAM ProMaster

Fiat Group’s latest releases could be seen as a nice class of how to practice badge engineering avoiding its tricks. Like most of the decisions regarding new cars’ releases, there are so many definitions to set that the number of possibilities borders being endless… but to achieve a high-potential vehicle really requires dealing with those. So after creating Fiat Freemont as Dodge Journey’s twin in a way that brought great sales for both, now it’s time to follow the reverse path and adding this whole commercial line to RAM’s showroom.

Long story short, yes, this is a rebadged third-generation Fiat Ducato, which has been succcesssy sold in Europe for about seven years also as the French brother Peugeot Boxer. Since commercial vehicles have very different concerns, such as maximizing the payload and reducing the costs, it’s easy to understand the larger lifecycles these cars usually have. In other words, these customers see aging projects as reliable ones, rather than preferring stylish and always up-to-date designs. Ducato has sold millions worldwide due to its renowned efficiency and resistance, which couldn’t be better showed than with how easy is to see its versions at the European streets; this is an interesting sales argument for this category, rather than having the very latest technologies. This and the fact that it would be pointless to invest in structural changes to an already well-accepted project is what resulted on ProMaster arriving at the US changing only all the badges and the front bumper, to follow RAM’s corporate design. Some Dodge fans might still dislike separating the pick-up truck into a particular brand, but now it’s possible to see the Group’s point: having an exclusive brand gives the opportunity to get dedicated to the commercial vehicles without affecting Dodge’s sporty image.

In fact, this dedication is so big that ProMaster already comes in Ducato’s entire list of options, which denotes RAM’s intention of having an important share of this category’s sales. In other words, the new van comes in two roof heights (90 and 101 inches), three wheelbase lenghts (118, 136 and 159 inches) and four cargo floor lenghts (105, 123, 146 and 160 inches), not to mention the chassis cabs. This car’s structure was projected to be efficient, and this is seen in items such as rear clamshell doors with 260° opening, s-size sliding side doors, not-too-high ride height to facilitate access and all the vehicle systems located in the front, making the rear end very easy to modify. The biggest changes came to the powertrain, in order to adapt the line to Chrysler Pentastar V6 3.6L and its 280-hp power and 258 lb-ft torque; the diesel option is brought by Fiat, though: a four-cylinder EcoDiesel turbocharged 3.0L with 174 hp and 295 lb-ft. The first engine always comes with automatic six-speed transmission, while the second always uses a six-speed automated manual gearbox, but the traction system is always front-wheel-drive. This car will hit the streets in the next summer, highlighting numbers as a payload capacity of 5,145 pounds and, according to RAM, the status of being the best in class for cargo capacity, ceiling height, fuel economy, low load floor and step-in height.