Ram gunning for fleet buyers

Fleet has become a dirty word to most automakers, but the truck market continues to rely on commercial users both for sales and to amp up their rough and ready image.

That's why Chrysler's Ram brand is aiming to increase its share of the lucrative and highly loyal full-size pickup fleet market, which has long been dominated by Ford and General Motors. According to Automotive News, fleet buyers are big shoppers in May and June, when commercial users typically buy trucks in big numbers.

Over the last year, Ram has increased its share from 9 to 11 percent, but it still trails Ford (47 percent) and GM (40 percent) for commercial fleet dominance. 

Until recently, Ram never prioritized chasing after fleet buyers. Representing about 6 percent of the full-size truck segment in general, fleet buyers never offered Ram enough volume. But with a new commercial van, the Ram ProMaster, on the way, it's important for Ram to lock in fleet buyers.

To that end, Ram has refocused its efforts over the last few years. Its work-oriented ST trim level was rebranded Tradesman, a high-value model aimed specifically at commercial buyers (the 2012 model is pictured above).

In addition, about 800 of Chrysler's dealers have signed up to become new Ram Commercial showrooms, which will have a sales staff versed in the needs of fleet buyers.