IAA 2016: Fiat brings Ram pick-up to Europe
Fiat is to bring the Ram pick-up brand to Europe, making the iconic American truck part of its official range alongside the recently introduced Fiat Fullback.
More than 5,000 Rams are imported each year to Europe, Middle East and Africa (EMEA) countries, but now the vehicle will be officially supported by through the Fiat network.
The Ram has a 23% market share in the United States, and Fiat hopes that dominance will be replicated in the growing Middle East and Africa regions where demand for pick-up trucks represents 26% of the total market for all LCVs and in Europe where trucks account for 2 in every 3 commercial vehicle sales.
Unveiled at the show was a 5.7-litre petrol engine Ram 1500 Quad Cab Sport with an automatic 8-speed transmission, but diesel and LPG options will also be available. Although the decision has been made to bring the Ram to Europe, Domenico Gostoli, Fiat Professional head of brand, says it is not yet been decided if the Ram will wear a Fiat badge, but that its by adding it to the range it will help leverage the groups growth.