• Detroit Free Press , Monday, August 25, 2008 10:30 AM

Chrysler's redesigned Dodge Ram will begin trickling onto dealer lots later this month, a couple of months earlier than Ford's revamped F-150 makes its debut. Chrysler executives hope to capitalize on the early lead. "As we see competitors backing off a little bit, it's our opportunity to take some share with this brand-new truck," says Marc Seguin, the Ram launch manager.

The Ram, known for its styling and Hemi engine, is the underdog to Ford's F-Series, which has carried the title of best-selling vehicle for decades but has come under new pressure as the industry slumps because of a sour housing market and high gasoline prices. Rebecca Lindland, an analyst with Global Insight, says that Ford's decision to delay its F-150 launch will be beneficial to Chrysler, but that the edge is probably only slight and temporary. "Right now there isn't any advantage to anything because the market is so bad," she says.

The Ram's new design is more evolutionary than revolutionary, staying true to its distinctive big-rig look. Designers spent considerable time working on making the vehicle more aerodynamic. They also gave more attention to interior quality.

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