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Ram's much-anticipated entry into the full-size SUV market by 2028 is poised to redefine family transport. Drawing inspiration from its rich heritage, the brand is crafting a robust, three-row vehicle on a body-on-frame chassis, echoing the classic charm of its predecessors. This strategic move aims to carve out a niche in a competitive segment dominated by giants like the Chevrolet Suburban and Ford Expedition. With both conventional and advanced hybrid powertrains planned, Ram seeks to deliver a compelling blend of power, utility, and modern efficiency. The new SUV is expected to offer a less opulent alternative to the Jeep Grand Wagoneer, making its traditional rugged appeal accessible to a broader family audience.

Ram's Grand Return: A New SUV for a New Era

In a significant development for automotive enthusiasts and large families alike, Ram is gearing up to launch its first modern full-size SUV by the year 2028. This venture marks Ram's re-entry into a segment it last actively participated in during the early 1990s with the iconic Ramcharger. Insider reports suggest this upcoming vehicle will be a three-row, body-on-frame SUV, directly challenging established players such as the Chevrolet Suburban and the Ford Expedition. It is slated to feature both conventional internal combustion engines and an innovative extended-range plug-in hybrid (EREV) variant, offering a diverse range of choices for consumers.

Sharing its foundational architecture with the more upscale Jeep Grand Wagoneer, the Ram SUV is anticipated to be positioned as a more attainable option, foregoing some of the luxurious amenities of its Jeep counterpart to focus on rugged utility and family-friendly functionality. This strategic placement aims to fill the void left by Jeep's discontinuation of the standard Wagoneer, catering to buyers seeking a capable and spacious SUV without the premium price tag. Automotive designer Cole Attisha has offered speculative renderings, crafted using advanced digital tools, showcasing a potential design that harmonizes Ram's aggressive styling with the practical demands of a modern family hauler. These visual concepts, though not official, hint at a vehicle that could seamlessly blend traditional Ram toughness with contemporary design elements, making it a distinctive presence on North American roads.

The concept art notably draws from the powerful RAM RHO, imagining a 540-horsepower, turbo-straight-six engine powering this family beast—a configuration not entirely implausible given its use in the Grand Wagoneer. Such a powertrain would imbue the SUV with an exhilarating performance characteristic, perhaps even encouraging spirited, off-road family adventures. This playful yet potent vision underlines Ram's commitment to delivering vehicles that, while practical, do not shy away from a certain audacious spirit.

A Bold Move in a Crowded Market

The re-introduction of a Ram SUV is a fascinating strategic decision in an automotive landscape that has evolved considerably since the Ramcharger's heyday. It prompts reflection on why a Ram-branded, Suburban-rivaling SUV wasn't developed decades ago, given the consistent success of the segment. Ram's delayed entry, however, presents an opportunity to learn from existing market dynamics and consumer preferences. The question remains whether this new contender can effectively challenge the deeply entrenched reputations of models like the Suburban, Expedition, Nissan Armada, and Toyota Sequoia. Its success will likely hinge on its ability to offer a unique proposition—perhaps an unmatched blend of rugged capability, family practicality, and a competitive price point—while retaining the distinctive character that defines the Ram brand. It will be exciting to witness how Ram navigates this challenge and potentially reshapes the full-size SUV segment.

A recent investigation has brought to light significant issues within automotive dealership service centers, revealing widespread customer dissatisfaction. Many vehicle owners report encountering difficulties with scheduling, poor communication, and the frequent need for follow-up repair visits. This cumulative negative experience is eroding customer trust and driving them away from dealership service, despite the common misconception that independent shops offer more affordable repairs. Paradoxically, the study found that dealership service is often more cost-effective, yet a lack of transparency and communication leads customers to perceive it as overpriced.

The automotive industry is currently experiencing a notable shift, with an increasing number of car owners opting for alternative service providers over dealerships. Data indicates a substantial decline in dealership service business since 2018, with a particularly sharp drop in loyalty among owners of newer vehicles. This exodus is not merely impacting service revenue; it also has a detrimental effect on new car sales, as customers who service their vehicles at dealerships are significantly more likely to purchase their next car from the same dealer. The core of this problem lies in the perceived value and communication, as customers often face unexpected costs and insufficient explanations for recommended maintenance.

To counteract this trend and re-establish customer confidence, dealerships must adapt their service strategies to meet modern consumer expectations. Customers are seeking greater transparency in pricing, simplified scheduling processes, and more flexible service options, such as after-hours drop-offs, vehicle pickup and delivery, and even integrated rideshare services. Brands like Ford are already leading the way with innovative retail concepts like Ford Signature 2.0, which includes services like Ford Pickup & Delivery and Ford Mobile Service, offering certified technicians who perform routine maintenance at the customer's preferred location. By embracing convenience and clear communication, dealerships can transform their service departments from a point of contention into a key driver of customer retention and brand loyalty.

Ultimately, the long-term success of car dealerships hinges on their ability to cultivate a positive and trustworthy service experience. In an era where consumers demand convenience and transparency, dealerships that prioritize these values will not only retain their service clientele but also strengthen their overall market position and customer relationships. The future of automotive retail is intertwined with superior customer care, extending far beyond the initial vehicle purchase.