Dodge launched the company's all-important new Ram pick-up at the North American International Auto Show (NAIAS) with an attention-grabbing promotion on the forecourt of Detroit's Cobo exhibition centre.

A fleet of the new machines, which will still not be built in RHD form, worked their way through a herd of 120 cattle being driven by 10 cowboys, delighting the crowd assembled for the opening day of the US's premier motor show. Even the cattle got excited! Very excited in some cases!!!

New Chrysler sales chief and ex-Toyota USA identity Jim Press (more here) introduced the new truck with a shed load of cattle-related puns, though unlike the herd, he carefully steered away from any Brokeback Mountain moments.

The new Ram is vitally important for the fortunes of the newly stand-alone Chrysler group of companies. The vehicle is the first US full-size pick-up to feature a coil-sprung rear axle and also ushers in the latest version of the iconic HEMI V8.

The new 5.7-litre HEMI adds variable valve timing to its cylinder deactivation technology to promise a 10 per cent increase in horsepower and 8 per cent increase in torque. This is not at the expense of fuel consumption, however. According to Dodge, the new RAM is 4 per cent more fuel efficient.

The new HEMI could eventually find its way into models like the 300C. Press also confirmed Ram would be available in a 40 per cent more fuel efficient (in City use) two-mode hybrid version from 2010.

Contributing somewhat to the reduced fuel consumption, the coefficient of drag for the new Ram is estimated to be 0.419Cd, thanks to features like an integrated spoiler on the tailgate. To put things into perspective, this Cd figure is about the same as the original T1 Volkswagen Kombi, but apparently fairly good for a vehicle of the Ram's bulk and stature.

From an engineering standpoint, Dodge has revised the chassis on which the Ram is built and incorporated ultra high-strength steel. This combines with the new coil-sprung rear end to maintain the Ram's payload and towing capacity figures, while improving on the ride and handling of the current model, the company claims.

With the Ram not available in RHD (such a move is a generation away still) the main interest in the new vehicle from an Aussie standpoint is the vehicle's improved fit and finish. According to Chrysler Australia officials, the upgraded level of interior equipment, surfaces and materials of the new truck is indicative of the company's direction generally.

A quick scan of the interior of the Rams on display showed that the cabins had been 'softened' considerably with door panels and armrests, etc, now soft touch and the dash upgraded with a 'stitched' soft dashpad.

Dodge makes much ado of the clever storage option in the new Ram. The claimed 41 storage compartments include the trayside 'RamBox' which is water and dustproof as well as lockable.

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