DETROIT (WJRT) (1/15/2018) - Fiat Chrysler unveiled its new line of Ram pickup trucks Monday on the first official media preview day at the North American International Auto Show.
The automaker called the 2019 Ram 1500 the most crucial vehicle it has ever launched. The company rolled out three models of the full-size pick up truck Monday inside Cobo Hall.
Ram's CEO says the truck is lighter and stronger than any pickup truck on the market. The automaker says it went for a modern look with its new full-size truck.
It's lower to the ground, longer and wider.
The unveiling caps off three days of pick-up truck reveals by Detroit's Big Three automakers and the final of the three major entries in the hotly contested pick-up truck market.
"Large pickups and SUVs have a higher profit margin, so just being able to sell them this long with low gas prices has helped them build up the reserves to reinvest," said Joe Wiesenfelder, the executive editor of Cars.com. "They have to reinvest. They have to make these things as modern as possible with safety features more efficient and that's what they've done."
The Honda Accord and Lincoln Navigator took home top honors for the car and truck of the year on Monday.
Other unveilings expected Monday include Toyota's update to it's family-friendly Avalon sedan.
Gov. Rick Snyder is planning his annual visit to the auto show later Monday afternoon.