Ram Bids Farewell to Its Full-Size Electric Truck Initiative

In a surprising turn of events, Ram has officially announced the discontinuation of its much-anticipated full-size electric pickup truck, the REV. The decision comes amidst a backdrop of declining demand for electric trucks in North America and significant production delays. As the company pivots towards its plug-in hybrid future, the REV name will find new life on a different model.

Ram's journey towards electrification has hit a major roadblock with the cancellation of the REV, its planned full-size electric pickup truck. This decision was driven by a noticeable drop in demand within the North American market, a trend that has affected several automakers optimizing their electric vehicle strategies. Originally, the REV was set to challenge the likes of competitors by offering superior capabilities and features. However, as production prospects dimmed, so did the vision of a new electric contender from Ram.

PhotoSuggestion: The 2026 ram ramcharger image could complement this section by illustrating the anticipated model that will carry the REV name.

While the electric truck has been shelved, Ram is not stepping away from innovation entirely. The company has refocused its efforts on a plug-in hybrid model, initially introduced under the Ramcharger name. In a nod to its electric aspirations, this hybrid will now carry the REV badge, marking a symbolic continuation of the EV dream. The hybrid, however, has not been immune to challenges. Named after a classic Dodge SUV, the Ramcharger was set to debut in 2025 but has since been postponed to 2026, leaving many enthusiasts and potential buyers in suspense.

The vision for an all-electric Ram truck was first laid out in 2021 by then-CEO Mike Koval, who promised to deliver a vehicle that exceeded consumer expectations. The concept unveiled at CES 2023 captured significant attention, but subsequent setbacks have marred its journey. From production delays to the scrapping of an extended range battery, the project struggled to maintain its initial momentum. Prioritizing the hybrid model over the all-electric version became a strategic necessity for Ram, especially given the financial hurdles faced by its parent company, Stellantis.

As Ram realigns its strategy, the automotive industry watches closely. The shift from a full electric to a hybrid focus reflects broader market dynamics and consumer preferences. Although the REV's demise is a setback, it highlights the challenges automakers face as they transition towards sustainable mobility. With the plug-in hybrid now positioned to carry the brand forward, Ram's commitment to innovation remains intact, albeit on a different path. The automotive landscape is evolving rapidly, and while the REV as an electric truck won't grace the roads, its spirit lives on in the hybrid that bears its name.