Ram has a compact pickup that could challenge Ford’s popular Maverick, but logistical and strategic hurdles mean the Rampage is unlikely to hit US dealerships any time soon. The company’s CEO admits he wants the truck in North America, but current priorities and market considerations are holding it back.
The Rampage: A Maverick Competitor on Paper
The Ram Rampage, already available in Latin America and Europe, is a unibody pickup built on the same platform as the Jeep Compass. This makes it a direct size and format competitor to the Ford Maverick, which has found success by offering a low-cost, efficient entry point into the truck market.
Ram CEO Tim Kuniskis has openly expressed his enthusiasm: “Would I consider [the Rampage for the US]? Absolutely… Would I love to have it in the United States? Yes.” However, this enthusiasm is tempered by practical realities.
Dakota First: Ram’s Current Priority
Ram’s immediate focus is on launching the revived Dakota midsize truck in 2027. This is not the same Dakota currently sold in Latin America, which uses a Chinese platform. The upcoming Dakota will be a completely separate model, and Ram wants to establish its positioning before considering a smaller, potentially overlapping offering.
The concern is market cannibalization: compact and midsize trucks often appeal to similar buyers, especially when pricing is close. Ram needs to see how the Dakota performs before deciding if the Rampage would add value or simply steal sales.
US Regulations and Investment Costs
Even if the business case aligned, bringing the Rampage to the US would require significant investment. The truck would need to be modified to meet American safety and lighting standards, including passing local crash tests. This process is expensive, and there’s no guarantee of success.
This isn’t just about paperwork: adapting a foreign-built vehicle for the US market demands substantial re-engineering and testing.
The Bottom Line
While the idea of a Ram Rampage in US showrooms is appealing, it’s not a realistic prospect in the near future. The company is prioritizing the Dakota, wary of cannibalizing its sales, and facing logistical hurdles related to US regulations and adaptation costs. For now, Ford’s Maverick remains unchallenged in its segment.
If you’re waiting for the Rampage, a Maverick order might be the safer bet.
