Ram Truck is driving to become a rebel of the U.S. pickup industry.
The FCA US LLC, formerly Chrysler Group LLC, truck brand will unveil a new "Rebel" model for its popular Ram 1500 light-duty pickup Tuesday at the 2015 North American International Auto Show in Detroit.
The 2015 Ram 1500 Rebel, as its name alludes, offers an alternative, more aggressive, off-road look with blacked-out badging and accessories traditionally found in the aftermarket. It also features a higher stance, class-exclusive dual exhaust, 17-inch aluminum wheels and redesigned front and rear fascias.
Ram CEO and President Bob Hegbloom said the truck is aimed at buyers who want the more aggressive look of the brand's $49,000 Power Wagon, but the capabilities and pricing comparable to its Big Horn model — starting at about $31,000 — that represents about 40 percent of current sales.