With its sights on a larger market share, Stellantis launched Ram Professional this week. This new North American commercial vehicle division combines Stellantis’ light-duty commercial vehicle offerings into one business operation. The global company wants a bigger slice of the U.S. work truck market.
Along with increasing production capacity, the executive team leading the business venture teased new products in the pipeline. The team also told Trailer/B
Ram ranked fifth in medium-duty (Classes 4-7) sales last year, according to the American Truck Dealers, garnering 6.9% of the market. Rival Ford led the MD market with nearly 30% share. CV-focused OEMs Freightliner, International, and Isuzu were also in the Top 5. The other Big Three automaker, General Motors, ranked sixth inody Builders’ sister publication, FleetOwner, that Ram Professional is committed to helping fleets become more efficient—not only through truck and van electrification, but also with better telematics and preventive maintenance solutions. MD sales.
But Ram trailed Ford and GM’s Chevrolet and GMC brands in the light-duty truck and van space, which is more difficult to track from a commercial vehicle perspective because consumers also buy a lot of light-duty pickup trucks, vans, and chassis for recreational vehicles.
“Our goal globally is to be the No. 1 LCV (light-duty commercial vehicle) provider,” Ram Professional VP Ken Kayser told FleetOwner of Stellantis’ plans. “We’re already No. 1 in Europe. We’re No. 1 in South America. We’re No. 3 in North America, and we look to close the gap and become No. 1.”
Jeff Kommer, the new Ram Professional commercial sales SVP, put it more directly during the company’s public press event: “On March 1, they said, ‘Jeff, you have a new opportunity: Go and crush Ford Motor Company, and let’s become the No. 1 LCV machine on the planet.’ So that’s my goal. That’s my mission.”
With a background in retail and fleet sales—most recently as head of U.S. sales—Kommer will lead Ram Professionals’ fleet, government, and growing B2B sales efforts. A company press release said Kommer’s experience will unlock an untapped side of the commercial and fleet business.
Read more: Notebook: Work Truck Week 2024 shatters records
During Work Truck Week, Ford Pro announced range and charging upgrades to its electric E-Transit van. The Transit van brand, the top-selling commercial van in the U.S., is celebrating 10 years in the market. Also, during the week here in Indianapolis, General Motors rebranded and expanded its fleet offering as GM Envolve.
Ram clears production capacity
Kommer told FleetOwner that Ram Professional will be able to sell more vehicles because of its increased production capacity at its Saltillo Truck Assembly Plant in Mexico.
“Over the last 18 months, we’ve implemented new logistics out of Mexico,” he said. “We’ve been shipping more out by sea. We have more trains available. We’ve basically taken our inventory in Saltillo to just about nothing to get them to our dealers quicker.”
For customers waiting on their shiny new equipment, Ram Professional now allows them to track their orders in real-time—like any other e-commerce purchase—from the assembly line to the upfitter to the dealer to the yard.
The work truck division is also part of the company’s Dare Forward 2030 global plan, which targets to reduce the manufacturer’s carbon footprint. That includes Ram’s expanding zero-emission offerings, including the new Ram ProMaster EV, Ram 1500 REV, Ram 1500 Ramcharger, Ram Heavy Duty, and Chassis Cab. Those complement its internal combustion engine work trucks, vans, and chassis.
“We will address any and all needs of our commercial business customers to ensure that we retain their business but to acquire new business and ultimately achieve the No. 1 LCV provider position,” Kayser said.
Ram Professional plans to roll out its new services in phases. These include products designed for small businesses and work truck fleets where vehicle equipment and technology are central to operations, the executives said.