In the United States, a pickup truck is more than just a vehicle—it’s a way of life. For many American families, a truck isn’t just something to haul lumber or tow a boat; it’s a long-term companion that’s expected to endure brutal winters, dusty backroads, and family vacations alike. That’s why Ram’s newest move is making serious waves in the industry.
Starting with the 2026 model year, Ram will offer a 10-year/100,000-mile powertrain warranty on virtually every new truck and commercial van in its lineup, including the Ram 1500, 2500, 3500, Chassis Cab variants, and ProMaster vans. Even the high-performance Ram 1500 RHO and the off-road Power Wagon will be covered. This warranty applies across the U.S.—though notably, not in Canada—and covers everything from the engine and transmission to the axles, driveshaft, and transfer case.
But here’s the kicker: this bold new warranty only applies to the original owner, and it’s not transferable. It covers both personal and business buyers, whether leasing or buying outright, but fleet purchases are excluded.
So why now?
According to Ram brand CEO Tim Kuniskis, this move is Ram’s direct response to a shifting consumer landscape. “The average age of a vehicle in America has climbed to 12.6 years, up more than 30%,” he explains. “And four out of five pickup buyers now finance their trucks for at least five years—and then keep them even longer.”
While consumer behavior has evolved, no automaker had changed their warranty strategy—until now. Originally, Kuniskis planned to test this longer coverage with just the Ram 1500 for a few months. But the brand quickly expanded it across the board, signaling a full-throated commitment to customer confidence.
Ram’s bet is simple: loyalty is the cornerstone of the truck market. Once someone buys a pickup from a particular brand, they rarely switch. Industry data shows 75–80% of pickup buyers stick with their original brand. Winning over these buyers requires more than just a pretty face or a clever ad campaign. You’ve got to give them a reason to switch—and Ram thinks this warranty just might be it.
The timing couldn’t be more strategic. The launch of the refreshed 2025 Ram 1500 stumbled out of the gate. Delayed trims, higher-than-expected prices, and the sudden removal of the beloved V-8 option left a sour taste for many longtime fans.
Tom Sanders, a lifelong Ram owner from Texas, put it bluntly: “I’ve driven V-8 Rams for years. I love the sound, the torque. When they dropped it for 2025, I seriously thought about going to Ford.”
But under new leadership from Stellantis CEO Antonio Filosa, things are shifting. Manufacturing is catching up, pricing is being adjusted, and Kuniskis himself came out of retirement in December to help right the ship. He’s promised 25 product-related announcements in short order. The first? The return of the 5.7-liter Hemi V-8 as an option in the 2026 Ram 1500.
Yes, it’ll cost more than the newer Hurricane twin-turbo inline-six that replaced it for 2025—but for many diehards, the sound and soul of a V-8 is worth it. Ram is banking on that emotion. And they’re not stopping there.
The brand also announced it will return to the NASCAR Craftsman Truck Series in 2026—after a 13-year absence—with plans to race a Ram 1500 concept at Daytona. It's all part of a broader effort to reignite enthusiasm and tap into the raw passion that defines American truck culture.
Along with this comes a new tagline: “Nothing Stops Ram,” and a bolder message-driven campaign: “Never Stop Being American.”
Ram isn’t just selling trucks—they’re selling confidence, pride, and endurance. That’s especially meaningful for people like Jake, a plumber in rural Minnesota who’s used his Ram 2500 for everything from hauling supplies in subzero temps to rescuing neighbors stuck in snowdrifts. For someone like him, a 10-year warranty isn’t a gimmick—it’s peace of mind.
In an industry that’s laser-focused on EV transitions, smart dashboards, and quarterly earnings, Ram’s latest move might seem refreshingly old school. But maybe that’s the point. In a high-tech, fast-changing world, sometimes what consumers really want is the reassurance that their truck—and the company behind it—will be there for the long haul.
This isn't just a warranty. It's a promise.