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Ram - boosting sales using limited-edition buzz models

20 Mar 2016
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Ram - boosting sales using limited-edition buzz models

Using limited-edition buzz models to juice Jeep Wrangler sales has worked so well that the automaker is trying it out on pickups. Special editions are great for connecting with buyers in a unique way. 

Last week Ram introduced a Yellow Rose of Texas edition of its Ram 1500 light-duty pickup, with a Stinger Yellow paint job. The buzz model is a version of the half-ton's Lone Star trim level, which is sold only in Texas. The $495 paint job will be available in April. The new Ram 1500 Yellow Rose of Texas edition is a perfect example of how the company identify with customers in a region.

Expanding the use of national and regional buzz models can give Ram a sales advantage in the hotly competitive large-pickup segment. The volume for the limited-edition models is usually a few thousand each. Ram has its own history with buzz models. For example, the Ram 1500 Lone Star edition that dates from 2002, was created in response to a request from the automaker's southwest business center. More recently, Ram has done sports-oriented models.

In the pickup segment Ram ranks No. 3 in the segment behind Ford and Chevrolet, both of which have newer trucks. Through February, Ram pickup sales rose 14 percent to 68,493.

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