Ford isn't going to love RAM's new warranty offering
It's not just the half-ton RAM 1500 that's getting the extra protection. The new warranty extends to heavy-duty 2500 and 3500 models, chassis cab trucks, and even the ProMaster commercial van. Buyers of the off-road-ready Power Wagon and high-performance RHO also qualify. The only real exclusions? Fleet buyers and the all-electric ProMaster EV. That means for individual buyers, whether purchasing or leasing, this warranty could be a serious reason to reconsider a Ford F-150 or Chevy Silverado.
So why the sudden move? According to RAM CEO Tim Kuniskis, the answer is simple: consumer behavior has shifted. Today's truck buyers are financing over longer terms and holding onto their vehicles longer than ever-12.6 years on average. Yet no truck brand has changed their warranty to reflect that reality.
"We think this gives people a real reason to switch," Kuniskis said. And he's not wrong. Truck buyers are famously brand-loyal, with roughly 75–80% sticking with the same make when they buy again. But loyalty can shift if one brand clearly takes better care of its owners-especially in the long haul.
Offering a longer warranty also sends a strong message: RAM believes in the durability of its new powertrains. That includes the returning 5.7-liter HEMI V-8, now offered once again as an option on the 2026 RAM 1500, and the twin-turbo Hurricane inline-six that debuted just last year.
RAM is coming off a rocky year. The 2025 RAM 1500 launch hit production delays, early trims were priced too high, and removing the V-8 left a bad taste for longtime fans. But the brand is attempting to turn the page.
Under new leadership, including Kuniskis' return from retirement, RAM has slashed prices, brought back the HEMI, and even announced a NASCAR comeback for 2026. The company has also rolled out a new marketing push with the tagline "Nothing Stops RAM".
This warranty announcement isn't just a sales gimmick; it's part of a larger turnaround strategy designed to restore consumer confidence and boost conquest sales.
Ford and Chevy now face a choice: match RAM's warranty or risk looking second-best in a segment where perception matters as much as specs. So far, neither has hinted at making a similar move. That leaves RAM as the sole brand offering a decade of peace of mind on core powertrain components: engine, transmission, transfer case, driveshafts, and axles.
And in a world where trucks now cost as much as some luxury cars, that could be a powerful differentiator. If Ford and GM aren't worried yet, they probably should be.
Copyright 2025 The Arena Group, Inc. All Rights Reserved.
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