RAM-PING UP SALES IN THE SOUTH
A few months ago, NZ4WD magazine reviewed the new RAM 1500 , an intriguing mix of super ute and 4x4, which is gaining more of a following than could reasonably be expected of something its size, given that we are not Americans.
We were impressed with the RAM 1500 with its 5.7 litre Hemi V8 and now it seems the latest version of the RAM is not too far away from landing; it’s so close in fact that we can even give you the price, which you may find handy after you read this article.
As an addition to the existing four models, the V8 Night Express Crew RAM – a genuine American-sized double cab, kitted out to be a winner with the tradies especially, given its full RAM capabilities of 4500kg towing for example, will carry a recommended retail here of just $104,990 plus on roads.
Pride of the south
Now it just so happens that Armstrong Prestige Dunedin was one of the best-selling RAM dealers in the country in 2019.
“And southern folk,” according to Armstrong’s general sales manager Geoff Chung, “just love their RAMs, as evidenced by the hugely diversified buyers we have on our books.”
Those numbers are likely to swell again with the new model release, which has already got the team at Armstrong Prestige fizzing, or that may be the ongoing success from the recent Southern Field Days, where five RAMs were sold over three days – and one of those was literally driven from the show to Invercargill by its very eager buyer.
Five RAMs over three days is a sales achievement not to be sneezed at, but the appeal of the hero product is not just restricted to the customers.
“There’s something about selling RAMs,” says Geoff. “I’ve been in this industry 28 years, and I’ve never had as much fun selling a vehicle brand as the RAM. It is – without doubt – one of the coolest and unique brands I have worked with.
“Every RAM owner has their own story to tell about how they are using their vehicles, and those uses are the most diverse you will likely find with any brand,” enthuses Geoff.
Case in point, one of Geoff’s customers – an obvious enthusiast for his
RAM and a Southland fisherman – demonstrated his appreciation of his vehicle by dropping off some live crayfish (can’t get much fresher than that) to the dealership.
Wait, wait… LIVE crays? Of course. All he had to do was put some ice in the RAMbox – one of the RAM’s party tricks; a lockable, lit and drainable compartment which makes up the sidewall of the cargo tub – and there you have a live cray compartment, perfect for every fisherman who has ever cursed an overpriced – and full – chilly bin which bounced its way out of the tray...
No typical customer
“There is no typical RAM customer,” says Geoff. “We have logging contractors who appreciate the go anywhere-ness and strength of the RAM right through to retirees who downsize their family homes just a little bit and are happily seeing the country from their massive fifth wheel American caravans.
“And the RAM has the ability to haul those weights around comfortably, capably and with more than a little bit of cool.”
It’s not only private customers who are finding the RAM to be a problemsolving vehicle. More and more contractors and government departments are looking with interest at the RAM truck’s abilities as the quintessential ute.
“Utes are by far the most popular type of vehicle being sold in this country,” Geoff points out. “And if you want a good one, it makes sense to get the ute that eats other utes for breakfast!”