Ram drops BEV rebrands REEV amid shifting US pickup demand

Ram Trucks

Ram drops BEV rebrands REEV as Stellantis recalibrates its electrification strategy in North America. The brand will halt development of a full-size battery electric pickup and instead focus on a range-extended model. As a result, Ram drops BEV rebrands REEV into the Ram 1500 REV, reflecting slower than expected US BEV truck demand. Stellantis wants to keep towing, range and payload performance competitive while managing capital and technology risk.

Ram 1500 REV targets range, towing and mainstream truck buyers

Ram positions the Ram 1500 REV in the half-ton segment with strong range, towing and payload credentials. The truck uses a range-extended architecture rather than a pure BEV layout to ease charging and range anxiety concerns. Therefore, Ram drops BEV rebrands REEV to appeal to traditional pickup buyers who still demand ICE-like usability. The strategy seeks to protect Ram’s core US franchise while still advancing electrified powertrains and emissions reductions.

Meanwhile, Ram brand sales held up better than Stellantis’ broader US line-up in the second quarter. FCA US volumes fell 10pc year on year, yet Ram sales grew 5pc, led by the existing 1500 lineup. This performance likely reinforced management’s decision to anchor electrification around a familiar nameplate. It also suggests buyers remain cautious about fully electric full-size pickups, given cost, charging and residual value questions.

Stellantis backs away from all-electric targets as market cools

Stellantis’ decision to drop a full-size Ram BEV follows a wider policy reset on electrification. Earlier this month, the company abandoned its 2030 all-electric sales target for Europe. Instead, it now favours a more flexible mix of hybrids, plug-ins, REEVs and BEVs across global markets.

This context explains why Ram drops BEV rebrands REEV rather than doubling down on a risky flagship BEV truck. Slower EV adoption, higher interest rates and infrastructure bottlenecks have tempered earlier growth forecasts. As a result, Stellantis prioritises products that can deliver near-term volumes while preserving future electrification options. Investors will watch whether this pragmatic pivot spreads to other high-volume nameplates in North America and Europe.

The Metalnomist Commentary

Ram’s move underscores how fast OEMs are adjusting when EV reality falls short of earlier hype, especially in full-size pickups. Range-extended architectures like the Ram 1500 REV may prove a bridge technology, keeping truck buyers engaged while infrastructure catches up. Market participants should track fleet take-up, residuals and real-world fuel savings to judge whether this compromise can scale profitably.