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The Ram 700, a Genuine Representative of the Fiat Strada Abroad, Symbolizes the Union of Functionality, Style, and Adventurous Spirit, Elements That Resonate with Automotive Enthusiasts Worldwide.
The Ram, a brand of the powerful Stellantis group – which includes giants like Fiat, Chrysler, Dodge, as well as Peugeot and Citroën after a recent merger – has been promoting the Fiat Strada under the emblematic name Ram 700 in selected territories. This strategy is not new for the conglomerate, which previously marketed the Fiat Toro as Ram 1000 and the Mitsubishi L200 as Ram 1200 in specific markets.
Engine of the RAM 700 (Fiat Strada Abroad)
Interestingly, in the Bolivian market, the Ram 700 is sold exclusively in the double cabin version, differing from the Brazilian market, which offers the Fiat Strada in multiple cabin configurations. In terms of propulsion, the Ram 700 in Bolivia varies between 1.4 and 1.3 engines, while in Brazil, the comparable version comes equipped with the 1.3 engine.
Visually, the Ram 700 retains the essence of the Fiat Strada, except for distinctive details such as the front grille adorned with the Ram name and the logo in the center of the wheels – a tribute to the brand’s heritage. The rear proudly displays the Ram 700 name, accompanied by the Big Horn version, one of three available in Bolivia, alongside the SLT and Laramie versions, echoing the Ram 2500 nomenclature in the United States.
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Price and Perceptions
The price of the Ram 700 in Bolivia is around US$ 21,000, reflecting the economic and tax nuances between the countries. The comparison with the price of the Fiat Strada in Brazil, where the equivalent version exceeds 100,000 reais, illustrates the complexities of the international automotive market.
The transformation of the Fiat Strada into Ram 700 is more than just a name change; it is a brand strengthening strategy. Ram positions itself as a reference in utilities, encompassing everything from compact vehicles to large trucks. This rebranding phenomenon highlights the flexibility and adaptability of the vehicles from the Stellantis group, capable of conquering diverse markets under different identities.
Sales Success of the Fiat Strada in Brazil
The Fiat Strada has been a sales phenomenon in Brazil for over 20 years, establishing itself as the best-selling small pickup in the country. With competitors like the Chevrolet Montana and Volkswagen Saveiro, the Strada has consistently dominated its category, growing in share to reach an impressive market share of 83% in its segment.
The renewal of the Strada in 2020, during the pandemic, marked a significant turning point for the model. It not only surpassed its sister Toro, which was the best-seller at the time, but also became the best-selling vehicle in Brazil since 2021. In 2022, the Strada confirmed its leadership with 112,390 units registered, surpassing the Hyundai HB20, which came in second with 96,255 units.
The Strada stands out for its versatility, catering to different user profiles with its various versions that combine different cabins, engines, and transmissions. The double cabin versions represent 40.7% of its sales, while the Plus cabin versions account for nearly 60% of registrations, showing that the Strada is predominantly a work-oriented vehicle.
The Chevrolet Montana is seen as a potential competitor for the more equipped versions of the Strada, but Fiat plans to keep the model updated with a possible visual refresh, more safety features, and even a version with a turbo 1.0 engine of up to 130 hp.
The main reasons for the success of the Fiat Strada include its versatility, good engines and fuel efficiency, ample cargo or luggage space, comfort for family transport, and the favorable market situation with few competitors of equal standing. The Strada offers a unique combination of passenger car with the utility of a light commercial vehicle, making it an attractive option for those seeking a 2-in-1 vehicle.
With a trajectory of success and innovation, the Fiat Strada continues to be a sales leader in Brazil, adapting to consumer needs and maintaining its prominent position in the small pickup market.
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