The Ram truck brand from Chrysler Group will have a new tag line: "Guts. Glory. Ram." This tag line was made for the brand’s second-year sponsorship of Churchill Downs and the Kentucky Derby. In a statement, Chrysler said that this tag line, which will heard first on Saturday on the TV broadcast of the Kentucky Derby, pays homage to the brand’s history.
Actor Sam Elliott will still be the voice of Ram. The last time that the Ram relied on a tag line was when it was a part of Dodge and they shared "Grab Life by the Horns."
The Richards Group, a Dallas advertising and marketing agency, came up with the tag line. Under Chrysler Group’s reorganization in 2009, the Ram truck brand was separated from Dodge.
Ram sales increased by 29% in April compared to the previous year. It has also gone up by 36% this year.
Chrysler said that by making a stand-alone brand for Ram trucks, engineers and marketing executives were better able to focus on how core customers use big pickups and on what features are preferred.
The expanded Ram lineup for 2011 includes Ram 3500, 4500 and 5500 chassis cab trucks. In recent years, Chrysler has invested substantial resources to re-establish the Ram pickup in the U.S. market.
Some of its revisions include interiors that are more refined, more durable engines and improved features like the coil spring rear suspensions, lockable and lighted bedside storage and even an in-floor storage on all crew cab models.