Ram is making a bold move with its latest announcement: a comprehensive 10-year, 100,000-mile powertrain warranty for new vehicles, positioning it as ‘America’s best.’ This expansive warranty stems from a strategic observation by Ram CEO Tim Kunisikis, recognizing the increasing trend of longer financing terms and lease durations for new trucks. Kunisikis noted that nearly 80% of new truck loans now exceed five years, a significant shift reflecting evolving consumer purchasing habits. As leasing timelines also extend, alongside rising truck prices, Ram aims to offer an unparalleled warranty designed to attract buyers considering Ram vehicles for their next truck purchase. The powertrain warranty, launching for 2026 and later model year Ram vehicles, isn’t a bumper-to-bumper coverage, instead focusing specifically on critical components. This includes the engine, transmission, transfer case, driveshafts, differentials, and axles – the core elements ensuring vehicle reliability and performance.

Previously, Ram’s powertrain warranty aligned with industry standards, mirroring the five-year/60,000-mile offerings of competitors General Motors and Ford Motor Co. However, Ram has dramatically expanded its coverage, now encompassing all of its vehicles except those sold to fleets. This strategic shift underscores Ram’s commitment to bolstering consumer confidence, particularly in the face of extended loan payments. Industry analyst Stephanie Brinley from S&P Global Mobility highlights the importance of this broadened warranty, stating it provides ‘peace of mind’ as loans increasingly extend. She acknowledges that while the warranty isn’t a guaranteed sales boost, it can significantly influence purchasing decisions, especially among ‘conquest buyers’ – individuals considering alternative brands – and reinforce loyalty among existing Ram customers.

The announcement is part of a larger product rollout spearheaded by Kunisikis, including the planned return of the iconic Hemi engine and a renewed commitment to the NASCAR truck series, demonstrated by a prototype race truck performing doughnuts at the Michigan International Speedway. This aggressive strategy reflects Ram’s dedication to its customers and solidifies its position within the competitive truck market. The expanded warranty is a key element of this strategy, designed to address evolving consumer expectations and demonstrate Ram’s confidence in the durability and longevity of its vehicles.

Liam Rappleye covers Stelantis and the UAW for the Detroit Free Press. Contact him: [email protected]. This article originally appeared on Detroit Free Press: Ram announces 10-year, 100,000-mile warranty on new vehicles