And Then There Were Three - Ram 1500 Revolution EV
…the folks in Auburn Hills were the remaining part of the classic ‘big-three’ that had not thrown their hat into the electric full-size truck ring.
That ended at this month’s CES where Ram showed off their long anticipated Revolution electric truck.
Trucks are one of the hottest segments on the move to electrification. While startups are working hard to break into this market (for instance, Rivian with their R1T, Lordstown with the Endurance, and Canoo with their…’pickup truck’) the companies that we know can be trusted both to build hundreds of thousands of examples every year and to exist a decade from now are the classic ‘big three’ automakers from Detroit.
Chevrolet and GMC, using GM’s new Ultium platform, brought us electric trucks. First under the Hummer name, Then with variants under the Chevrolet and GMC brands.
After that first Hummer electric truck, Ford brought us the Lightning. Ford’s truck is an electrified version of their popular F-150. Their truck was both the least ambitious (essentially adding batteries and electric motors to the regular F-150) while also being most likely to change the world since Ford could rapidly scale up this truck to meet demand, as it uses mostly off-the-shelf components.
This has left the folks in Auburn Hills as the remaining member of the ‘big-three’ that had not thrown their hat into the electric full-size truck ring.
The wait ended at this month’s CES where Ram showed off their long anticipated 1500 Revolution electric truck.
Built on Stelantis’ STLA Frame platform, the Ram 1500 Revolution concept previews a production truck that is expected to be shown later this year. This short wait before the production reveal means that most details are likely locked in, but not enough to badge this truck as more than a concept.
However, there are plenty of juicy details in the concept that suggest some very truck-y and versatile features will be heading our way.
Powertrain
Packed between the concept’s frame rails is a low mounted battery pack that mirrors all the other electric trucks we have seen so far. This keeps the extra mass down low and out of the way of the cabin and cargo areas of the truck. It is the smart play as it leads to sporty handling, especially for a truck.
Putting power to the pavement are an electric drive unit (motor) at each axle. This likely previews the all-wheel drive and high-power variants of the production truck. It is likely that Ram will offer a rear-drive option as well at a lower price point.
Otherwise Ram has been mum on power, range, and performance. We’ll have to wait for the production truck announcement to learn more.
That doesn’t mean that there isn’t other news in the powertrain announcements. Confirmed by Ram management, is a range extender (as gas powered engine that drives an electric generator) will be part of the powertrain offerings. So you’ll be able to get your Ram electric truck with the ability to continue its journey even if you can’t immediately find a charging station. We don't know yet the details of how, exactly, Ram will implement a range extender. This could be a significant differentiator for Ram in the market when their truck goes on sale.
Carg-whoa
Beyond that powertrain hedge…there are several cargo and interior features that show that the minivan and truck crew at Ram/Dodge/Jeep/Chrysler haven’t lost their touch.
We thought that GM held a patent on the mid-gate idea. Apparently not. Where GM is planning to offer the Silverado and Sierra EVs with a 60/40 mid-gate separating the cabin from the bed…Ram is planning to offer a 50/50 split. This will allow, along with the folding rear and front passenger seats, the ability to extend the cargo bed into the cab.
But, that’s far from the only trick.
The Revolution includes a split tailgate that opens, dutch-door style. To extend the back of the bed further, the bed floor slides rearward to extend to fill the space between these dutch doors and then the inner skins of the tailgate halves pivot out to make a new rear bulkhead to contain even longer loads.
But, what if you have something really long to carry?
The Revolution has a front trunk where a classic engine would live…but Ram went a step further. They have designed in a passthrough to the cabin in the center of the trunk as well. This means that, when taking advantage of all the extra cargo carrying tricks…that you could carry 18’ long lumber with it extending from the front of the trunk…through the center of the cab (under the center console)…through the mid-gate…and ending with the extended bed floor and dutch doors open and the barrier deployed for the longest bed config available. That is a mind-bending level of flexibility all without ever having to worry about attaching a red flag to the end of your boards as you drive home from the hardware store.
Comforts
Room for your cargo isn’t the only place where the Revolution shines.
The interior also has what the brand calls ‘Ram Rails’ that are used in the bed and trunk for cargo management…but, inside the cab, they are used as mounting points for the seats. This allows the 2nd row seats to slide fore and aft just like the front row. Note, that is ‘2nd row’ not ‘rear’…because this cab, which is the longest of any Ram truck that has come before, also has a pair of jump-seats mounted to the mid-gate. So, this is the first full-sized truck with 3 rows of seating.
These jump seats mean that you can have extra passengers in a pinch, though we wouldn’t expect you’d ever want anyone you really care about to sit back there for long.
The Revolution concept also shows thoughts on the ever expanding center screens of modern vehicles. In this case, a pair of screens make up either a single large center display or one can be hidden away or re-purposed. The release video showed this second screen being mounted above a shelf on the dash to act as a pseudo laptop. This seems like one of the most concept-y ideas of this concept and likely won’t see production.
So, with Ram’s new Revolution concept, we see where the Auburn Hills brain-trust are thinking of taking their full-size truck in the world of electrification. Given their public statements that a production truck could bow in a number of months…and that Ram historically shows new trucks at the February Chicago Auto Show…we don’t think we have long to wait to see what of this truck will make it to market. Even then, we wouldn’t expect a truck you can buy until possibly 2025 as a 2026 model.
GMC Unveils Sierra EV Denali
Electrics need to really crack the North American market. For this to work, there is one segment that they need to bust wide open and that is trucks.
Electrics need to really crack the North American market. For this to work, there is one segment that they need to bust wide open and that is trucks.
North American buyers are willing to spend big money on their trucks. Think F-150 Raptor on the off-road end…but also luxurious trucks. Full sized trucks are have long been available in opulent trims…but one brand and trim stands out among the others as a go-to for fancy and capable. GMC Denali.
GMC has been selling Denali trims of the Sierra truck for over 20 years. Buyers love their Denalis and they’ve long given GM’s luxury truck buyers a place to go and largely kept Cadillac out of pickups.
Today, GMC unveiled their electric Sierra. Based on the same platform as the already announced Silverado EV and GMC’s own Hummer EV truck and SUV. The Sierra EV brings a more sophisticated style than either to the same basic truck. The Sierra EV has the same mid-gate, fancy ‘Multi-Flex’ tailgate, and available 754 hp. Additionally, the Sierra EV Denali comes with GMCs exclusive Crabwalk 4-wheel steering feature that was previously shown on the Hummer EV. Up front, GMC has their eTrunk ‘frunk’ with plenty of lockable storage.
Range tops out around 400 miles. The Sierra EV is equipped with 800V/350kW charging that allows up to 100 miles of range to be added in 10 minutes. That means that buyers of this EV pickup will be ready when high-power DC fast chargers are more readily available. That’s a great perk that will make this truck even more versatile and useful years down the road.
But, this is more than just a grill-job.
Exterior styling maintains a squared-off, truck-y style. Think a traditional Sierra that has been polished down like a stone in a river. A large grill graphic is still there, but minus the opening for airflow. GMC has outlined the grill and lit the GMC badge which telegraphs the electric nature of this truck. C-clamp accent lighting surrounds the headlights similar to the current Sierra.
Inside, unlike the Silverado EV, GMC has put a portrait oriented 16.8” screen in the center of the dash. Front gauge duty is handled by a 11” screen in front of the driver and a 14” Head-Up display projected in front of the driver.
Sierra EV Denali Edition 1 will go on sale in early 2024 for $107000 plus destination. Lower trim levels such as the Sierra EV AT4 and Elevation trims will come to market in 2025 for lower price-points.
GM Brands - Live or Die?
It's strange to me how a company that is as large and successful as GM, is the only one of the 'big 3' that isn't either in serious trouble or for sale...is considered by so many journalists as a failure.
So, Toyota sold more cars world-wide than GM in the first quarter of 2007...okay. The margin is still tight and with GM's turn-around plan fully in motion, there is no reason to believe that their market share slide will not slow, stop, or even turn around soon.
But, let's accept for a moment the concept that they have not changed enough structurally and need to do more drastic things to match the Toyota machine...do they need to slice off brands and shrink down to a more manageable size?
Fortune suggests killing off Saab, Hummer, Buick, and Pontiac. Moving GMC to a commercial-only vehicle brand, repositioning Saturn as a Scion killer, and leaving Cadillac and Chevrolet as full-line brands to compete against Lexus and Toyota.
Well - I doubt I'd go nearly that far. But, the idea of bringing some coherency to the GM lineup has some appeal.
Here's my plan for GM's brands:
Saab - this brand has no place in GM's future. As a global luxury brand - it competes with Cadillac. As a competitor to Volvo - it ends up in the no-mans land between Buick and Cadillac. As a beloved quirky brand of hatchbacks and a favorite of college profs everywhere...you're killing me with a lack of attention/attempts to mold the brand into something it isn't and shouldn't be. Find a company that could understand what Saab is about and sell it to them ASAP.
Hummer - the brand everyone loves to hate, but a success story if ever there was one. Who would have ever thought that GM could have a viable competitor to Jeep so soon after launch. Sure, there are other GM brands with trucks, but Hummer has such focus and such credibility as a producer of off-road vehicles that this brand will go down as one of the success stories of the early 21st century.
Will it sell in huge numbers? No. Should GM keep it anyway? Yes, yes, a thousand times yes. This brand shows exactly what laser-like focus on a brand's mission gives you. Everyone knows a Hummer on sight, everyone knows what it can do, and it is true to these brand traits from top to bottom.
Not to mention, that it doesn't cost a lot to keep them around and they don't compete at bit with anything else GM sells (incremental profit - thy name is Hummer).
GMC - in the dictionary under 'redundant'... GMC sells rebadged Chevrolet trucks and, in the case of the Acadia, a rebadged Saturn. I understand this brand is cheap to maintain and successful in certain markets...but unless GM is serious about 'Professional Grade' enough to drop the crossovers and light-duty trucks from GMC and drop all heavy-duty trucks from Chevy - leaving GMC as a heavy-duty and commercial truck division, then just kill them and let Sierra buyers get Silverados. I can't imagine that the extra dealer body and marketing efforts are made up for by the incremental GMC buyer who would not ever buy a Chevrolet.
Chevrolet - full line, all the time. Assuming that Chevrolet keeps their truck line (it will), then Chevy can easily become the full-line brand that Toyota is. Chevrolet should be your source for everything from micro-cars through leather-lined Impalas. It is a hodge-podge brand that can be just about anything to anyone with a smattering of high-performance products, mainstream front and rear-drive product, trucks, etc.
Cadillac - 'Standard of the World' in the making. Cadillac will be a major beneficiary of a lean, mean GM. The money saved by not supporting Saab product development and GMC can be funneled into an expansion of Cadillac into a true Mercedes/BMW killer. A smaller-than-CTS sedan and coupe, a CTS coupe and wagon, a smaller-than-XLR sports car, a small SUV, as well as an ultra sedan and coupe on the upper end would book-end GM's offerings on the upper end.
Pontiac - focused like Hummer only for the on-road enthusiast. Word is that Pontiac is going all rear-drive. This is going to tick off the Pontiac dealers that are used to being a sporty Chevy...but the success of Pontiac needs to be by offering something focused. A rear-drive line, from a sub-compact through a Grand Prix sized rear driver (the new G8) in sedans/coupes/convertibles...allowing for a resurrected GTO, the Solstice, and possibly a Firebird (as more of a 2-seat, smaller, V-8 equivalent to the GTO) - then Pontiac will mean something. Think of Pontiac as a rear-drive Mazda without the SUVs and minivans and you will see the idea.
Buick or Saturn - pick one. As you have likely heard, Buick is going after Lexus (but given Lexus is totally in Cadillac price territory...why?). Saturn is expanding with sophisticated and stylish product to compete against imports (how antiquated a niche is that in this day and age?). Both are aiming at front-drive for the majority of the lineup. However, Saturn is going for everything from mid-teens hatchbacks (the Astra) through mid-30's crossovers (Outlook).
Buick is at the early stages of a resurgence with the Enclave SUV (based on the same platform as the Saturn Outlook) and will have mid and large sedans (and coupes?) as its basis.
GM needs to make a decision here. Buick or Saturn, but not both.
Saturn is becoming a full-line manufacturer (which seems to get in the way of Chevrolet). However, on the plus side, they have a young buyer and a great reputation through their dealer body and no-hassle philosophy.
Buick, on the plus side has decades of history, loyal buyers, and would carry a stately, elegant, American Jaguar aesthetic quite well. As a softer, less sporty, front-drive alternative to Cadillac's rear-drive lineup - it could work. However, with its aging buyers and less focused niche, I'm not sure how it will fit in with smaller Cadillacs and larger Chevrolets.
I can make a case for either, but better if Chevrolet is limited to softer, middle-of-the-road, tuning for their larger stuff and by merging Buick and Saturn into a single entity that sells sophisticated, stylish, near-luxury product.
So, for me, the ultimate GM would be one that sells Saab, kills GMC, merges Buick and Saturn, moves Pontiac into a hard-core sports brand, and gives the savings to Chevrolet and Cadillac to compete with Toyota and BMW, all the while spending a little bit of money giving Hummer 3 or 4 models that are various sizes of the hard-core off-roader concept.
It isn't as shocking and likely to get me press as Fortune's story...but it might be the one that gives GM an even better shot at long-term success.
Chevy's Lambda to get Nomad badge
Word out of Edmund's Inside Line sub-site is that Chevy will correct this in the 2009 model year with their own version of the Lambda crossover. Along with the new crossover (that will effectively replace the defunct Uplander minivan, much as the other Lambda's replace Saturn's Relay and Buick's minivan-esque Rendezvous), they are expected to recycle another classic name from Chevy's past - Nomad.Nomad, in case you aren't familiar, was used decades ago on Chevy's station wagons, and more recently on a Kappa-based, rear-drive sport wagon concept. So, at least they'd be consistent in putting the name on a utilitarian vehicle.
Unknown is if the new Chevy Nomad will be stylistically similar to the Saturn/GMC version or if GM will do the right thing and differentiate the styling as Buick as done with the Enclave.
Obviously, I'm hoping for the latter.
Check out the Edmund's story at:
IL: Chevy Mulls Reviving "Nomad" Name for New Crossover Vehicle