Success of Red Wings-Edition Ram Has Brand Considering More Sports Edition Trucks

2012-ram-1500-red-wings-ad

Chrysler has a long history of offering creative special-edition packages across all of its brands. Many are inspired by the company's decades-long heritage and history of desirable models. But lately, the company has reached out to other companies and brands for the creation of special editions, including fashion designer John Varvatos for a special-edition Chrysler 300, as well as the Detroit Red Wings hockey team for a special-edition Ram 1500.

Chrysler sold 3000 Red Wings edition Rams, triple what the company was expecting, Bloomberg reports. The Red Wings package consisted of special decals and badging, and front seat headrests embroidered with the team's logo. But Ram brand CEO Fred Diaz said he isn't looking at league-wide branding, such as with the NHL, NFL or MLB. Rather, the company is looking for regional markets with a strong, enthusiastic fan base, and a team open to licensing and offering favorable terms.

The Ram 1500 Red Wings edition's success was likely helped by the reasonable package price of just $399, which made it an easy up-sell for hockey fans buying a new truck. Ram has suspended the option package due to an NHL player's labor dispute, but plans on offering it again next season.

Source: Bloomberg

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