Chrysler unveils new marketing campaign for 2013 Ram 1500 pickup

Article by Anita Panait, on October 11, 2012

Chrysler Group's Ram brand has launched a new series of television commercial aimed at introducing the re-engineered 2013 Ram 1500 pickup. The TV commercials, part of a marketing campaign dubbed as "Moving Heaven and Earth" and which features actor Sam Elliott and Latin musician Juanes, pays attention to the 2013 Ram 1500’s 25-mpg highway fuel economy rating and its air suspension system, which is touted to provide extra clearance for off-road use and easier vehicle entry and loading.

The TV commercials are set to air Friday, Oct. 12, 2012. Although Chrysler declined to disclose its budget for the campaign, its marketing head Olivier Francois, said it will be representative of Chrysler's best-selling vehicle with the most potential to grow. Chrysler commenced the production of the 2013 Ram 1500 in September 2012.

The 2013 Ram 1500 features an optional Pentastar 3.6-liter V-6 engine linked to an 8-speed automatic gearbox.  The re-engineered pickup also boasts of several aerodynamic improvements that allowed it to parade the best fuel economy rating in its segment. The TV commercials have a variety of scenes that highlight the features of the 2013 Ram 1500.

One scene shows the stars realigning when the Ram 1500’s driver uses its onboard satellite infotainment system. Another scene shows a hawk stopping and reversing its flight when the driver clicked the rotary dialer into reverse. Other scenes show mountains crumbling as the pickup approaches them; and lands crumbling, slamming and falling away as distance between two cities gets smaller.

The marketing campaign, created by the Richards Group of Dallas, also includes print, radio and digital advertising. The Ram pickups are considered as crucial to the sales strategy of Chrysler chief executive Sergio Marchionne since they are among the carmaker’s most profitable models.

Chrysler’s 24-percent sales growth in the U.S. this year is helping the carmaker post higher profits and at the same time, it is aiding its parent Fiat SpA to offset losses in Europe. Ram’s pickups posted a 20-percent increase in pickup deliveries in the first nine months of 2012, compared to just 11% by Ford's F-Series and 0.6% by GM's Chevrolet Silverado.

Thanks to modifications made under the bonnet of the new 2013 Ram 1500, this new pickup truck is able to deliver more power and better performance, while still topping its class in terms of fuel economy. For instance, its Pentastar 3.6-liter V-6 engine will be mated an eight-speed TorqueFlite 8 transmission, marking the first time that this gearbox is employed in a pickup truck.

Likewise, another available powerplant for the new 2013 Ram 1500 – the 5.7-liter HEMI V-8 engine – could also be paired with the eight-speed TorqueFlite 8 automatic transmission. To be available in the new Ram 1500 starting late 2012, the new TorqueFlite 8 makes use of a higher capacity torque converter. The introduction of the new new TorqueFlite 8 gearbox will also see the debut of a new stop-start system in select Ram 1500 models. This system could automatically shut the engine off as soon as the Ram 1500 has completely stopped; and then restarts the powerplant as soon as the driver commences driving.

As equipped by the new Pentastar 3.6-liter V-6 engine that develops 305 hp of max output at 6,400 rpm and 269 lb.-ft. of peak torque at 4,175 rpm, the new 2013 Ram 1500 could complete the sprint (zero to 60 mph) around three seconds quicker than a comparable predecessor. This is thanks to the fact that the new Pentastar engine – featuring Dual Overhead Camshafts (DOHC) – could provide high levels of torque over a broad rev range while returning low emissions level and outstanding fuel economy. This E85 capable powerplant also boasts of offering noise, vibration and harshness (NVH) levels that are best of its class.

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