Even for a brand that exclusively makes pickups, Ram has never been one for subtlety. Now, two limited edition trims will embolden that reputation, as the Ram 1500 Rebel Mojave Sand and Ignition Orange Ram 1500 Sport debut this week at the 2016 Los Angeles Auto Show.
Ram is looking to capitalize on surging sales in the pickup truck market. Automakers have sold 2.2 million pickups in the U.S. through the first 10 months of the year, a 5.6 percent gain over the same period a year ago, according to Autodata Corp., an industry research firm. That jump has come at a time when overall auto sales are down by 0.5 percent.
Fiat Chrysler Automobile’s Ram brand has sold nearly 405,000 pickup trucks in the U.S. in the same period, an 8.1 percent lift year over year. The brand holds a 22 percent share of the full size pickup truck market.
The 2017 Ram 1500 Rebel Mojave Sand is outfitted in beige-white exterior paint and a fully black interior — both have never been made available on a Ram and are exclusive to this new trim. Inside, the truck is draped in black, including the embroidery on the seats and anodized bezels on the doors, center console, instrument panel and gauge cluster rings. Light Slate Gray accent stitching slightly offsets the monochromatic look.
Building upon the formidable Ram 1500 Rebel platform — with its aggressive front fascia and standard performance upgrades to the wheels, tires, shocks and standard air suspension — the Rebel Mojave Sand offers exclusivity and added off-road nods and winks to Ram faithful. It comes with a choice of a 3.6-liter V-6 engine or a 5.7-liter V-8.
Ram will only make 1,500 editions of the Rebel Mojave Sand, which will arrive in dealerships in December. The price starts at $45,590 plus a $1,320 destination charge.
Taking a similar approach, the 2017 Ram 1500 Ignition Orange also offers unique color options. But where the Rebel Mojave Sand can be chosen on any configuration, the Ignition Orange Sport is limited to the Ram 1500 Sport Crew Cab V-8.
The exterior paint is also one-tone, splashed across the entire body and signature Ram front grille. Black decals, badging and headlights intensify the Ignition Orange Sport, as do 22-inch wheels and a Sport performance hood. Inside, there are orange accented spears and trim rings “Copperhead” stitching and headrest embroidery.
The same HEMI V-8 engine with 395 horsepower and 410 pound-feet of torque available in the Ram Rebel is also under the hood. Pricing for the 1,500 Ignition Orange Sport models slated for production will start at $43,740 plus the $1,320 destination charge.