RAM’s Warranty Gamble

RAM’s Big Move

It’s not every day that a major truck brand like RAM decides to flip the script on warranties, but here we are. Starting with their 2026 model lineup, RAM is rolling out a whopping 10-year or 100,000-mile powertrain warranty. For context, that’s double the protection they currently offer and a substantial step up from what Ford and GM provide. Typically, Ford and Chevy stick to the standard five-year or 60,000-mile powertrain warranties, so RAM is definitely upping the ante.

This bold move doesn’t just apply to the popular RAM 1500 but extends across the board to include the more robust 2500 and 3500 heavy-duty models, as well as the ProMaster line. Even buyers of the rugged Power Wagon or the high-performance RHO get in on this extended warranty action. The main folks missing out are fleet buyers and those picking up the all-electric ProMaster EV. For everyone else, though, especially those sitting on the fence between a new Ford F-150 or a Chevy Silverado, this extended warranty could be a game-changer.

Thinking Behind It

What’s fueling this strategical shift? According to RAM’s CEO, Tim Kuniskis, it’s all about reading the room. Truck buyers are holding onto their rides longer—now averaging ownership spans over 12 years. Yet, no other truck brands have mirrored this shift with their warranty offerings. This move by RAM shows a real understanding of where the market is heading.

Kuniskis argues that when it comes to loyalty, having the best warranty could be the ticket to nabbing customers from competitors. It’s a smart play, considering that a large chunk of truck buyers stick with the same brand, but compelling offers like this could be enough to draw them away.

Timing Is Everything

RAM’s bold warranty offering comes at a crucial time. The company has had its share of hurdles, like the bumpy rollout of the 2025 RAM 1500 due to delays and some pricing missteps. This, coupled with engine spec changes, left some longtime fans miffed. But with leadership shuffled and Kuniskis back at the helm, RAM is aiming for a fresh start. They’re not just stopping at a warranty tweak either—they’ve revived the iconic HEMI V-8 and even hinted at a NASCAR return in 2026.

This warranty is more than a marketing ploy—it’s a centerpiece of RAM’s strategy to regain confidence among their customers and lure new ones into their dealership lots.

Looking Forward

So, what will Ford and Chevy do in response? As of now, it’s uncertain whether they’ll match RAM’s ambitious warranty offer or stick to their standard offerings. But with truck prices climbing ever higher, often rivaling luxury vehicles, a 10-year warranty might be just the compelling edge RAM needs to stand out. If the other major players aren’t feeling the heat, they probably ought to be.