Ram 1500 REV Makes Super Bowl Splash Despite 2024 On-Sale Date

Ram advertises the RAM REV electric truck during the Super Bowl despite not hitting showrooms until 2024.

David Kiley, Senior Editor

February 15, 2023

4 Min Read
Ram 1500 Rev Picture4 (3)
Stellantis suggests Ram 1500 REV will have range up to 500 miles.Ram

Stellantis broke with marketing conventions and advertised the Ram 1500 REV electric pickup during the 2023 Super Bowl despite it not going on sale until 2024. That’s a long time between the game and the showroom.

But Stellantis global chief marketing officer Olivier Francois says he wanted to use the big stage of the Super Bowl to drive interest in pre-orders and anticipation for what he believes will be a category-leading battery-electric truck.

Ram 1500 REV badge Picture5 (2).jpg

Ram 1500 REV badge Picture5 (2)

“We created this commercial to speak directly to Ram truck owners and potential truck owners to bring some lighthearted humor to the high-tech, EV conversation, which rightfully takes itself very seriously,” says Francois.

“We wanted to directly address any potential concerns about EV truck ownership using an approach that we believe will resonate with our truck-buying consumers. The intent of the spot is to let our buyers know that we have listened to their concerns as part of our dialogue with them over the last several years as we prepare to introduce the all-electric Ram 1500 REV to the market in 2024.”

Ram showed off the concept version of the REV, called the “Revolution” last month at CES 2023 in Las Vegas. That version was substantially more modern and forward looking than the production model shown in Chicago and in the Super Bowl ad. Indeed, the Ram 1500 REV doesn’t look any different than the current Ram 1500, indicating that it is built on the current platform.

By the time the Ram 1500 REV hits showrooms, it will be the last BEV pickup from the Detroit Three to go on sale. And while it appears now that the truck won’t make a groundbreaking visual statement, Stellantis is hoping range and performance will be a significant story for buyers, with an expected class-leading range of 500 miles (805 km) that is expected to be part of the trim levels.

The Ford F-150 Lightning has a range of 230 miles (370 km) with a standard battery pack, and a range of 320 miles (515 km) with the extended-range pack. The upcoming battery-electric GMC Sierra and Chevrolet Silverado, both due to hit showrooms this year, will get about 400 miles (644 km) on a full charge with an empty bed and no trailer and will charge up to 350 kWh, enabling 100 miles (161 km) of charge in 10 minutes.

Not surprisingly, trailering can seriously degrade an electric pickup’s range. During a test of the Lightning, when a 6,000-lb. (2,722-kg) trailer was factored in, range dropped from 282 miles (454 km) to 160 miles (258 km). GM officials say the range degradation for the GMC Sierra Denali BEV will be proportional to how fuel economy degrades with a GMC internal-combustion powertrain when pulling a trailer.

The current Ram has been gaining share in recent years and is often cited for having the best road manners among the top three truck leaders, as well as having competitive towing and payload numbers. For the past four years, Ram has beaten not only GM and Ford but also Nissan and Toyota in the full-size truck category in J.D.Power’s APEAL Study, which measures how well customers like the styling, features and user interface of the truck.

“The Ram brand has redefined the pickup-truck segment before, and will once again with its all-new Ram 1500 REV,” says Mike Koval Jr., Ram brand CEO. “We believe in bringing the right range of powertrain solutions to our customers, and the Ram 1500 REV will be the first in a lineup of electrified solutions that will add to our current award-winning truck lineup.

“We are on an exciting electrification journey that will see Ram push past the competition in areas customers care about the most: range, payload, towing and charge time.”

Ram's BEV pickup will ride on Stellantis’ the new STLA architecture featuring two electric-drive-modules that provide all-wheel drive. STLA will support the Ram 1500 light-duty BEV and a Ram heavy-duty electric truck, including a fleet variant that uses a fuel cell to generate energy to run the motors. A range extender is being offered as well.

Details about pricing and trim configurations will be released closer to the Ram 1500 REV’s on-sale date, which is expected be by the summer of 2024 as a 2025 model.

About the Author(s)

David Kiley

Senior Editor, WardsAuto

David Kiley is an award winning journalist. Prior to joining WardsAuto, Kiley held senior editorial posts at USA Today, Businessweek, AOL Autos/Autoblog and Adweek, as well as being a contributor to Forbes, Fortune, Popular Mechanics and more.

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