Chrysler executives have stated that they are strongly considering building a compact pickup truck under the Ram brand. The rationale is that a lot of young males have toys like ATVs, dirt bikes, and personal watercraft that need to be hauled about, and that this activity doesn't require the bulk or inefficiency of a full size truck. "The trucks today: they are big, they are fuel-inefficient; The formula, in my opinion, doesn't meet the needs of the market" says Chrysler Vice President of Product Planning Joe Veltri.

Since Ford won't be selling the Ranger in the USA anymore (for shame) and GM has discontinued the Colorado and its ilk, there is a big void in the market right now. Ram might be able to get a real foothold in the market if this proposed truck is the only American offering in the segment.

[via Detroit Free Press]