Ram Launches 10/100 Warranty in Bid Rebuild Sales

The Ram brand is launching what it bills as the industry’s “best” warranty on full-size trucks and vans, ranging from the 1500 pickup to the big 5500 Chassis Cab. More from Headlight.News

There’s nothing worse than facing hefty repair bills even before you’ve paid off your vehicle, said Ram CEO Tim Kuniskis, and that’s happening more and more frequently as rising prices force motorists to stretch out their loans to six, seven, even eight years.

Ram wants to ease customer concerns by upgrading its warranty to cover powertrains up to 10 years and 100,000 miles, the automaker announced Wednesday. The new program covers virtually every product in the brand’s line-up, from the full-size 1500 pickup to the ProMaster vans.

The new warranty program is part of a suite of more than two dozen new marketing and ownership programs, along with new product lines Ram is bringing to market as part of the turnaround program Kuniskis initiated after being lured out of retirement last December.

“Stronger and longer commitment”

“Everything is more expensive, and trucks are certainly no exception.  Truck buyers are financing purchases for longer periods of time, with nearly 80 percent of new truck loans exceeding five years,” said Kuniskis.

“Our customers are making a long-term investment in Ram, and with America’s Best Full-size Truck Limited Powertrain Warranty, Ram is making a stronger and longer commitment to our customers,” he added.

The warranty campaign and other new programs are meant to counter the slump in sales Ram has experienced over the last 18 months. Truck buyers traditionally are among the industry’s most loyal, market data suggesting 75% to 85% typically return to the same brand when it’s time to trade in. But Ram has suffered from a rise in defections, the CEO confirmed, acknowledging that “Once you lose these people, good luck getting them back.”

Self-inflicted wounds

Some of Ram’s problems reflect broad industry issues, such as vehicle prices that have risen faster than inflation. But other issues have been self-inflicted, such as the decision to drop the iconic Hemi V-8 when the Ram 1500 pickup went through a complete makeover for 2025. The truck, long the third best-selling vehicle in the U.S. suddenly found itself passed up by the Toyota 4Runner last year.

Among the steps Kuniskis has approved, the automaker will return the Hemi to production by late summer, offering it as an option on most Ram 1500 trim packages.

The warranty program, meanwhile, is meant to amplify one of Ram’s big strengths, a growing reputation for quality and reliability, In the latest J.D. Power Initial Quality released in June 2024 it was the overall highest-ranked brand overall ahead of not only mainstream marques such as Chevrolet and Hyundai, but luxury brands including Porsche, Lexus and Genesis.

More Ram News

• “We Got it Wrong.” Ram Bringing Back the Hemi V-8
• “The $40,000 Truck is Dead,” Says Ram’s CEO
• Ram Returning to NASCAR After a 12-Year Absence

What’s covered

The vehicles covered by the new warranty include:

• The Ram 1500 pickup;
• 2500/3500 Heavy Duty trucks;
• 3500/4500/5500 Chassis Cab;
• and ProMaster vans.

“The warranty covers the engine, transmission, transfer case, driveshafts, differentials, and axles for 10 years or 100,000 miles, whichever comes first,” Ram said in a statement. “Warranty offer includes retail purchases and leases to individuals and businesses, excludes fleet purchases.”