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By Steven Cole SmithOrlando Sentinel
November 30, 2008
In 1992, at a preview for a few automotive journalists, Chrysler product czar Bob Lutz, who now serves in a similar capacity at General Motors, unveiled the company's next big chance-taker, the 1994 Dodge Ram pickup. It was revolutionary, with the toothy chrome 18-wheeler-style grille, broad shoulders and engine choices that ranged from a 3.9-liter V-6 to an 8.0-liter V-10. Those in attendance were impressed, but we wondered aloud if it would sell. At that point, Dodge was so far behind Ford and General Motors in truck sales that it had little to lose. "If 10 percent of the people like it, and 90 percent hate it, and those 10 percent actually buy one, we're ahead of where we are now," Lutz said. It was a huge hit, launching the Dodge Ram from the 14th best-selling vehicle to fourth. Dodge hasn't strayed far from that design since then, and still hasn't, although the 2009 Dodge Ram is the most ambitious makeover of the pickup since that 1994 model launched. For Dodge -- and, for that matter, Ford, which has an all-new F-150 for 2009 -- the timing could be better, given the sagging sales in the truck market. Even so, in October, the F-150 was first in overall vehicle sales, the Chevrolet Silverado second, and the Ram a respectable eighth, suggesting that truck sales are rallying a bit, as customers are realizing that if you really need a pickup, nothing else will do. That's what Dodge is counting on. For its part, the 2009 Ram is a significant improvement in every area. And in a few areas, it's a quantum leap forward. For instance: The steering on the test truck, a Ram 1500 Crew Cab SLT, was absolutely spot-on, the best I've experienced in any pickup. Ditto the progressive, predictable brakes. Dodge has taken a chance with a relatively radical change to the rear suspension -- other big pickups use long, flat leaf springs to support the rear axle. The new Ram uses coil springs, like a car. If you carry a full load every day, and regularly tow at maximum capacity, you would probably want leaf springs. But without a big load, which is how 99 percent of pickups are driven daily, the coil-sprung rear suspension provides a real improvement in ride and handling, especially on rough pavement. Dodge's Crew Cab also is new -- it has made do in the past with the arguably too-cramped Quad Cab, and the arguably too-big MegaCab. The Crew Cab splits the difference, and offers surprising room and comfort for three adults in the rear seat. Even the middle seating position is more than tolerable. One other neat innovation offered on the Crew Cab: The sides of the bed have been turned into a pair of lockable waterproof storage bins. They reduce the width of the bed a bit, but you can still carry a 4-by-8-foot sheet of plywood, with the tailgate down. The test truck, an SLT model, was loaded with equipment and included the mildly redesigned 5.7-liter Hemi V-8, now with a beefy 380 horsepower. Transmission was a five-speed automatic. Mileage wasn't bad, at an EPA-rated 14 mpg city, 20 mpg on the highway. And while the test truck had such options as a power sunroof, a nine-speaker sound system and 20-inch aluminum wheels, its list price -- $38,380 -- seems optimistic, given the absence of four-wheel-drive and leather upholstery. Even now, as are all truck manufacturers, Dodge is making deals on the newest models, so expect a discount. Dodge designers and engineers have done their jobs: This may be the best pickup on the market. Whether the company is rewarded with a boost in sales has more to do with the economy than the product. And really, that's a shame. Sentinel Automotive Editor Steven Cole Smith can be reached at scsmith@orlandosentinel.com or 407-420-5699. 2009 Dodge Ram Crew Cab SLT Base price: $31,360 Price as tested: $38,380 EPA rating: 14 miles per gallon city driving, 20 mpg highway Details: Front-engine, rear-wheel-drive, four-door pickup truck with a 5.7-liter, 380- horsepower Hemi V-8 with a five-speed automatic transmission
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