Ram CEO: Slate Vehicles Won't Be So Cheap Once Buyers Get Done Optioning Them Up
Ram sells a small, affordable truck in other countries, but Americans have been without one for quite a while now. The automaker hasn’t let go of the idea, however, with executives saying that the recently announced Slate pickup truck has been on their minds .
Ram sells a small, affordable truck in other countries, but Americans have been without one for quite a while now. The automaker hasn’t let go of the idea, however, with executives saying that the recently announced Slate pickup truck has been on their minds.
CEO Tim Kuniskis told CNBC that he didn’t think buyers would spring for the most basic versions of the Slate truck, saying, “Now, what’s it going to actually transact at in the marketplace… when people start to option them up, it’s not going to be $20,000. It’s going to be $35,000, and by the time you get to $35,000, you’re in mid-size truck territory.”
Ram offers the Rampage in South America, but Kuniskis said the automaker had considered offering a smaller, more affordable truck “a million times,” but ruled against it due to concerns over its final price once options and other upgrades come into play.
Slate has gathered an impressive reservations list, but as we’ve seen with vehicle launches before, reservations don’t always translate into buyers. The company only charged a $50 refundable deposit, so the barrier to reserve a vehicle is low. We’ll have to wait and see if Kuniskis’ vision plays out, but his point is one that I and many others made soon after the Slate reveal. Whatever the outcome with Slate, it’s hard to argue against lower car prices, even if we have to give up a few features to get there.
[Images: Slate]
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