With General Motors re-entering the mid-size truck fray in 2015 and Ford rumored to be doing the same by 2018, many have been wondering if the Dakota could be set to make a comeback. However it’s unlikely Ram will have an answer to the Chevrolet Colorado, GMC Canyon or a new Ford Ranger, as brand boss Bob Hegbloom isn’t entirely convinced of their benefit.
Speaking to TFLTruck, Hegbloom said Ram cannot justify a mid-size truck as the difference in price between it and a full-size truck is minimal and the benefits in fuel-economy are also small. Also, while many customers appreciate the smaller stature of a mid-size, it’s hard to justify their price with the lower tow and haul ratings.
“If full-size now is pushing 30 [mpg], you’re going to expect a midsize to be at least at 35,” Hegbloom said. “You’re also going to expect it to be significantly less expensive. But to bring the technology in to deliver on 35 mpg, then you’re going to raise the price.”
So a new Dodge Dakota is out of the question, but what about the rumored Jeep pickup? That vehicle is said to be as small as a compact pickup, which unlike a mid-size could help it successfully mix pickup-truck capabilities with hatchback-like fuel economy.