Auto News 5

Back in 1986, Chrysler-designer-turned-Dodge-car-marketing-manager Bob Marcks had the idea that a tough "big rig" look could transform Dodge pickup sales. He made a couple of rough sketches, and even though trucks weren't his business, his idea was picked up in the creative ferment of the Bob Lutz/Tom Gale era at the old "New" Chrysler Corporation, resulting in the production vehicle that debuted at the Detroit auto show in 1993. That the aggressive styling really mattered was proven by results: with pretty much the same old underpinnings, sales tripled less than a year after the Ram went on sale. At one point, the Ram pickup was the third best-selling vehicle in America, ahead of all passenger cars and behind only the perpetual leaders, Ford's F-150 and Chevrolet's Silverado.