Country music and pickup trucks go hand-in-hand, there’s no doubt about that. However many may envision a male country-music fan bumping the genre through the speakers of his Ram pickup, but Fiat Chrysler knows women are nearly as likely to be doing the same thing.
The automaker’s Ram brand sees female pickup buyers as a nearly untapped market in the space of automotive advertising, according to Automotive News, and it’s using country music to appeal to them. The cornerstone of this targeted marketing exercise is its partnership with Miranda Lambert, whose Texas roots make her extra-popular in the pickup truck-loving state.
Lambert and Ram partnered to create the song ‘Roots & Wings’, which peaked at No. 5 on the iTunes charts despite receive no radio play. The video for the song, which has received more than 2.5 million views since its release in May, is essentially a two-minute Ram ad but promotes the brand in more subtle ways than an ad typically would.
Ram’s recent focus on female truck buyers is not misguided. According to IHS data, the share of pickup buyers that are female has stayed relatively stagnant since 2010 at around 12.5 percent, however that number has increased 14.4 percent so far in 2015 on a year-over-year basis.
Due to pickup trucks’ growing popularity among women, you can bet Ram will continue to find unique ways to appeal to the demographic. It’s expanding its relationship with Rolling Stone Country in 2016 by producing a new sponsored video series for the magazine and will continue its relationship with current brand ambassador Lambert, among other ventures.