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Ram kicks off its battery-electric pickup launch with pre-order contest

A black pickup on a concrete parking pad.
The 2024 Ram 1500 REV bears a resemblance to the gas-powered pickup, but will be a battery-electric version. Ram Truck

Ram Truck kicked off the launch of its battery-electric 1500 REV pickup with a high-profile TV commercial during the American football championship game February 12, and has announced plans for a contest to give away early reservation opportunities.

The Ram 1500 REV is the first battery-electric light-duty truck from the brand, and is scheduled to reach the market in 2024. In the launch commercial, Ram took a humorous tack to point out that it has been paying attention to concerns raised regarding electric vehicles - such as range, power, and payload.

 "We created this commercial to speak directly to Ram truck owners and potential truck owners to bring some lighthearted humour to the high-tech, EV conversation, which rightfully takes itself very seriously," said Olivier Francois, Global Chief Marketing Officer, Stellantis. "We wanted to directly address any potential concerns about EV truck ownership using an approach that we believe will resonate with our truck-buying consumers. The intent of the spot is to let our buyers know that we have listened to their concerns as part of our dialogue with them over the last several years as we prepare to introduce the all-electric Ram 1500 REV to the market in 2024."

Confidence in the truck is key for Ram as it prepares to bring the 1500 REV to the market. The brand has yet to announce details surrounding vehicle performance, but did reveal on its website that the truck will have "exceptional benchmarks" for range, towing capacity, payload, and more.

The truck design, unlike a concept version shown at CES, is very similar to the gas-powered Ram, with new headlights and taillights as well as an illuminated grille. It is built on Stellantis' STLA body-on-frame EV platform, and features a front trunk - or frunk - with cargo space and onboard power connections. Images of the interior feature multiple screens across the dash. Ram says the truck will feature options for home energy charging and a smart charging port.

Alongside the truck, Ram announced a contest through its website giving entrants an opportunity to win one of 200 early reservation access codes for Ram 1500 REV pre-orders.

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