Today, I am going to take a deeper look at the Ram Truck Brand, whose “So God Made a Farmer” commercial was my favorite Super Bowl commercial. The Ram name was first used in 1981. The truck is named for the Ram hood ornament that first appeared on Dodge vehicles in 1933. In 2009, Chrysler made the decision to separate Dodge and Ram into two separate brands. Dodge would be designed as a sporty car brand and Ram would be designed to appeal to truck buyers.
The Ram Brand is defined by a work hard, play hard attitude. The ” So God Made a Farmer ad is the latest commercial in Chrysler’s “Guts, Glory, Ram” campaign. It celebrates the hard work and perseverance of farmers. It is also designed to appeal to everyday drivers who like the rugged, self-sufficient and powerful image that large pickup trucks project. The Ram brand has a longstanding partnership with the national FFA organization (also known as Future Farmers of America). For every view, download or share of the two-minute “So God Made a Farmer” spot, Ram said it will make a donation to the organization, intent on generating $1 million.
Re-branding has had a positive impact on Ram’s sales and market share. In 2012, Ram’s market share climbed 1.6 percentage points to 18% of full-size pickups in the United States. Ram is producing a high quality product. Ram was named Motor Trend Magazine’s truck of the year in 2010 and again in 2013. The Ram 1500 Truck has performed very well in consumer quality studies.
Consumer perceptions have been slower to change. Consumers still link Ram with the Dodge Brand based on the reaction in social media since the ad aired on Super Bowl Sunday. Re-branding takes time, money, patience and consistency.
Did the Ram Truck “So God Made a Farmer” commercial change your perceptions of the brand?