Ram keeps the hammer down on its HD truck advertising campaign, with some follow-up ads from last week’s “Walk a Mile” ad. You may have seen the spots on TV as well as YouTube. This week, the indomitable narration talents of Sam Elliot rhetorically ask viewers if their truck can “Tow that, haul this, make it all the way over the top of that?” The emphatic answer of course, is “Hell Yes.”
Competitions among the Detroit Three for their trucks to be perceived as the biggest, toughest and most powerful is nothing new. A few weeks ago at the State Fair of Texas, Ford previewed the capabilities of its 2015 Super Duty with an enhanced 6.7-liter V-8 turbodiesel, showing it out-towing the Ram and Chevrolet. However, a detail many viewers overlook is were the axle ratios that each of the trucks were equipped with. Ford had the shortest at 4.30, the Ram had a 4.10, and the Chevy had a comparably tall 3.73 ratio.
The other variable that all the manufacturers are holding off on, waiting for the other guy to blink first is adoption of the SAE J2807 towing standards. Currently, only Toyota has adopted and reports figures for its trucks according to the new standards. Whether the Ram’s mighty 30,000-lb towing capacity gets a haircut under the new standards remain to be seen. But for the time being, Ram wants to make it clear its HD trucks is the right tool to get the big jobs done.