R.A.M. took a new step in its business strategy this Thursday Argentina with the inauguration of the The first two “Ram House”an exclusive dealer format that is intended to strengthen the brand’s positioning in the pick-up segment. One of the openings took place at City of Cordoba, from the dealer Vespasianiwhile the other works in the system Car One, in Tortuguitas, Buenos Aires Province.
The launch of this new concept coincides with another milestone for the brand: the introduction of the new Ram Dakota, the first Ram pickup truck manufactured in Argentina. The combination of both measures means a phase of greater local presence for the company, which previously operated with sales outlets integrated into multi-brand dealerships.
From the company they explain that the Ram House are not just an aesthetic change, but one Redefine the trading experience. It’s about “flagship stores”” was designed to concentrate the brand’s entire offering in a single space, from vehicle displays to after-sales items, accessories and a range of clothing and lifestyle products linked to the Ram universe.
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In Cordovathe opening has a special weight. He The provincial market is one of the most important in the interior for the pick-up segment, due to both the region’s production profile and the demand for work and station wagons. The alliance with Vespasiani aims to capitalize on this scenariowith a retailer dedicated exclusively to the brand.
The design of the Ram House rests on one Architecture inspired by rural American barns, reinterpreted in a contemporary key. Wood, leather and metal are the predominant materials in spaces that aim to convey robustness and functionality in line with the brand’s historical identity. The idea, as detailed by Ram, is this The customer not only sees the product, but also passes through an environment that reflects the values associated with the company’s pickup trucks.
Out of Stellantisthe group that controls the brand emphasizes that the opening of these spaces is in line with a long-term strategy. Legend of Pablo Garciacommercial director of Stellantis Argentinapointed out that the landing of the Ram House in the country is part of the commitment to “offer differentiated experiences” aligned with the brand’s positioning in the premium pick-up segment.
New Ram Dakota
The start of the new Ram Dakota reinforces this strategy. Made in Argentinathe truck represents the return of a historic name for the brand, now adapted to the needs of the local and regional market. National production allows Ram to become more price competitive, reduce delivery times and consolidate an offering aimed at both work and leisure use.
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As the company explained, The Dakota was designed to cover a gap within the segment, with an emphasis on versatility, technology and performance. In this sense, the presentation of the model within the new Ram House aims to give it visibility in a controlled environment where the brand can directly communicate its characteristics and differences.
In addition to selling vehicles, las Ram House act as comprehensive dealers. contain Customer service, specialized maintenance and the offer of genuine Mopar accessories, an important aspect for an audience that usually adapts its units to specific usage needs. In addition, there is an area dedicated to the Ram Store, with products aimed at strengthening the bond between the brand and its most loyal customers.
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For CordovaThe opening is part of strong competition between brands to attract pick-up customers, one of the most dynamic segments of the Argentine automotive market. The presence of an exclusive Ram dealer adds a new variable to this scenario: with an offer that combines product, experience and service.
With these initiations Ram begins expanding its network under this new format. Although there are currently only two locations in the country, the company does not rule out replicating the model in other strategic locations as the market improves.
The combination between National production, new exclusive outlets and a more visible brand strategy inland mark a change in the way Ram wants to position itself in Argentina. With the opening, Córdoba becomes one of the first showcases of this new stage alongside Vespasiani.
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