Ram is promoting a campaign called Ram Power Day, valid until August 31st at all dealerships in Brazil, offering a financial incentive to consumers.
Ram is promoting a campaign called Ram Power Day, valid until August 31st at all dealerships in Brazil, offering a financial incentive to consumers.
According to the proposal released on Monday (10th), customers who take a test drive of the Dakota pickup truck and subsequently choose to purchase a vehicle from a competing brand will receive a gift voucher worth R$ 2,000. The manufacturer has not yet specified which documents will be required to claim the benefit or if there is a participation limit per dealership.
This initiative comes at a time when the Dakota has a modest presence in the pickup segment. In July, the model registered 527 sales, ranking sixth among mid-size trucks, according to Fenabrave data. In the same month, the Ford Ranger led the category with 3,402 units, followed by the Toyota Hilux with 3,369, and the Chevrolet S10 with 2,810.
The Dakota was introduced to the Brazilian market in March, marking the arrival of Ram's first mid-size pickup since the brand's independence in 2009. The available model line comprises four configurations: Laramie Night Edition, Laramie, Warlock, and Big Horn, with the latter being the entry-level version launched in June. The manufacturer reports that prices start at R$ 249,990 under direct sales.
All models are equipped with the 2.2 turbodiesel engine, which generates 200 hp and 45.9 kgfm, coupled with an eight-speed automatic transmission. The traction is 4x4 Auto, allowing switching between 4x2 and 4x4 low modes via a selector on the center console, in addition to having a mechanical lock on the rear differential. Manufactured in Córdoba, Argentina, the pickup shares the technical platform with the Fiat Titano.
The interior features a 7-inch digital dashboard positioned next to the 12.3-inch multimedia center, which supports wireless Apple CarPlay and Android Auto. Driver assistance features include autonomous emergency braking with pedestrian and cyclist detection, as well as adaptive cruise control with forward collision warning.
In terms of capacity, the pickup supports a load of 1,020 kg, has a bed capacity of 1,210 liters, and can tow up to 3,500 kg. According to Inmetro, fuel consumption is 9.7 km/l in the city and 10.8 km/l on the highway.
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