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Chrysler launches new Ram ads and gears up for Super Bowl XLV [w/videos]

Perhaps no car company has made bigger splashes in the last two years at the Super Bowl than Chrysler, and the automaker's marketing chief, Olivier Francois, said today that he plans to be all over the big game again in February.
Last year, the company made an ad featuring Hollywood icon Clint Eastwood. The spot achieved viral status quickly when pundits charged that Eastwood's lines were politically motivated; meant to appeal to progressive voters/viewers favoring a second term for President Obama. In 2011, agency Wieden & Kennedy burst into the game with a now famous commercial featuring Eminem. Both ads have supported Chrysler's "Imported from Detroit" marketing platform.
Francois briefed reporters Monday at the Detroit Opera House while he also debuted a new series of ads for the Ram brand.

Current Ram 1500 sticking around into 2019

Ram is preparing a big redesign of its 1500 pickup truck for 2018, but for fans of the current truck, don't feel like you need to rush out to grab one – it's sticking around until 2019. That's according to Automotive News, whose sources spoke on condition of anonymity. The move allows Ram to take a two-prong approach to truck sales, offering the current model as a low-cost option for fleet users while pushing retail consumers toward the new pickup. The factories that build the 1500 today – Warren, MI, and Saltillo, Mexico – will assemble around 200,000 trucks in 2018 and 65,000 in 2019 before Ram phases out the older model. Meanwhile, FCA's Sterling Heights, MI, plant will screw together 325,000 redesigned 1500s starting in 2018, with production to increase to over 400,000 units in 2019. While Ram refused to comment when AN reached out, FCA CFO Richard Palmer hinted at the move during a conference call last week, saying "having more pickup capacity will allow us also to satisfy the fleet customers' demand on pickup, which we struggle to do today because we favor retail in the U.S. and Canadian volume, which have higher margins." "As we realign our capacity, we're going to be able to continue to work on improving our fleet mix," Palmer said. Beyond making a play for fleet buyers, continuing to build the current 1500 guarantees dealerships maintain a solid inventory as Ram ramps up production of the new truck. You can check out leaked images of the redesigned Ram here. According to Automotive News, the new truck won't use aluminum, like the Ford F-150, relying on steel instead. FCA's 3.6-liter V6 will provide thrust along with turbocharged options, although there's no mention of the venerable 5.7-liter Hemi V8. Don't read too much into that, of course – we'll eat our shoe if the 1500 ditches the popular eight-cylinder. It's still too early to predict when the 2019 Ram 1500 will debut, but it will likely happen in 2018 at the North American International Auto Show in Detroit or perhaps at a non-auto show event. Related Video:

Pickup prices rising at 2x industry average

We've said it before, but bears repeating: Pickup trucks are the financial engines of America's automakers. Good thing, then, that the segment is in rude health - in fact, Automotive News is suggesting that pickup truck sales are arguably healthier than they were pre-recession, even though the segment's volume is still significantly down from where it was before the bottom fell out of the US economy. That's because per-unit profits on full-size trucks are skyrocketing, outpacing the industry's average price increases by more than double since 2005. According to data from Edmunds, the average transaction price of a full-size pickup is now $39,915 - a heady increase over the $31,059 average price in 2005 - a gain of over 8 percent after inflation is factored in.
Just how important are trucks to automakers' bottom lines? Automotive News quotes a Morgan Stanley analyst as saying the Ford F-Series is responsible for 90 percent of the company's 2012 profits, and General Motors isn't far behind, with the Chevrolet Silverado and GMC Sierra twins chipping in about two-thirds of the automaker's earnings.
Automotive News points out that Detroit's automakers now have the money to invest in modernizing their full-size truck offerings, in part because they don't have the same overhead and legacy costs that pushed General Motors and Chrysler into bankruptcy. Certainly, the pickup segment has seen a lot of innovations as of late, including turbocharged V6s, coil-spring rear suspensions and active aero. Those improvements in important areas like fuel economy and ride comfort have given existing pickup buyers new reasons to upgrade. In addition, automakers are piling on the tech and luxury goodies, creating more and more high-content, high-profit models like the Ford F-150 King Ranch, Ram 1500 Laramie Longhorn and Chevrolet Silverado High Country (shown).