Ram Trucks Australia says demand for more luxurious, technology-packed heavy-duty utes is reshaping its customer base, as Australians increasingly turn away from traditional mid-size dual-cabs and toward full-size American pickups capable of serious towing and touring in comfort.
Speaking at the Australian launch of the updated MY25 Ram 2500 and 3500 Heavy Duty pickup range, Ram Trucks Australia’s Group PR Manager Joshua Dowling said the brand’s latest models have been designed around how Australians actually use them.
“The MY25 Ram 2500 Heavy Duty has more technology, more creature comforts and more luxury than ever before,” he said. “It’s the most luxurious version of the 2500 we have introduced in Australia. And that is a reflection of changing customer preferences.”
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The upgraded 2026 RAM 2500 and 3500 represent the biggest overhaul for the models since 2021, bringing a heavily revised 6.7-litre Cummins turbo-diesel engine producing 313kW of power and 1458Nm of torque, paired with a new eight-speed ZF automatic transmission.
Pricing for the ‘entry-level’ Ram 2500 Laramie starts at $172,950 before on-road costs – $6450 more than its only direct rival, the Chevrolet Silverado HD LTZ Premium ($166,500 before on-roads) – while the MY25 Ram 3500 adds $5000 to the price.
Inside, both big five-seat dual-cab pickups come with a 12.3-inch digital instrument cluster and a 12.0-inch infotainment touchscreen in this market (not the larger 14.4-inch touchscreen seen in the MY25 Ram 1500, which also scores a passenger-side multimedia screen), while the Black Pack styling treatment – previously only available in the US – is now standard in Australia.
Mr Dowling said the shift toward luxury was driven by customer demand rather than marketing ambition.
“Customers are demanding more luxury, as heavy-duty vehicles are now the first choice for many people when it comes to doing a lap of Australia,” he explained. “They want to travel in style and comfort, and without going over their GVM or GCM.”
That trend, he added, also highlights the limitations of mid-size utes.
“People are asking too much of their mid-size vehicles,” he said. “We think people are slowly figuring out they need a Heavy Duty.”
Ram Trucks Australia now remanufactures the entire Ram lineup locally to right-hand drive, and has converted more than 35,000 vehicles Down Under since 2015.
About 250 production workers and 50 engineers are dedicated to Ram remanufacturing and RHD development at Walkinshaw Automotive in Clayton, Melbourne, with the move to a larger Dandenong South site scheduled for later this year.
While Ram’s newest local products are its biggest models, Ram Trucks Australia reiterated its intention to expand its portfolio in the opposite direction – if given the chance.
When asked about the Australian prospects of a smaller pickup – such as the upcoming 2028 Ram ‘Dakota’ mid-size dual-cab, which will be the American truck maker’s first direct rival for the top-selling Ford Ranger – he said there were no concrete plan, but strong local interest.
“We would love a mid-size Ram for Australia, but so far one has not been offered to us,” said Mr Dowling.
“We certainly cannot speak on behalf of the US factory, but if a mid-size Ram was made available to us, we would have both hands in the air requesting that vehicle. We think a mid-sized Ram pickup would work really well in Australia. It would be a great addition to our lineup.”
For now, the company’s focus is on the new Heavy Duty range, which Mr Dowling said reflects what buyers want from a modern ute.
“People still want capability,” he said, “but they also want refinement. These trucks deliver both.”
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