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PRICING SET FOR 1994 DODGE RAM PICKUP

 WARREN, Mich., July 27 /PRNewswire/ -- Chrysler Corporation (NYSE: C) today announced pricing for its all-new, dramatic 1994 Dodge Ram full-size pickup, which will have a base price of $11,824 for a Ram 1500 (one-half ton) Work Special model.
 The vehicle will be available in Dodge dealer showrooms beginning in September and will include a full range of three models, five engines, four transmissions, two wheelbases and two bed sizes, plus the largest regular cab configuration in the segment. A Ram club cab version will be introduced next year.
 Dodge's volume model is expected to be the Ram 1500 Laramie SLT, which, when equipped with an 8-foot bed, an optional 5.2-liter V-8 engine and four-speed automatic, will be priced at $18,140. Major items included with Laramie SLT models include air conditioning, power windows and door locks, tachometer, 16-inch tires mounted on chrome wheels, and two Dodge "firsts" -- a 40/20/40 bench seat which includes a hidden "business console" in the middle section, and a modular storage tray system behind the front seat.
 The Ram represents Dodge's assault on a market segment dominated by Ford and Chevrolet. Those two players each account for about 40 percent of sales in the 1.3 million unit per year full-size pickup segment. Dodge has captured about 7 percent with its current "D-model" design.
 In a roll-off ceremony at Chrysler's Warren Assembly Plant where Ram will be built, Chrysler Chairman Robert J. Eaton called the new Ram "one of the most important new vehicles that Chrysler has ever introduced.
 "Starting today, the full-size pickup truck market is no longer a two-way race between Ford and General Motors."
 Eaton added that Chrysler has stretched the envelope and broken some rules in the development of Ram. "When you step onto a battlefield that's dominated by two very strong competitors, you'd better break a few rules."
 The Ram design, with "dropped" fenders reminiscent of big 18-wheeler over-the-road trucks, gives the new truck a particularly distinctive look. The truck continues Chrysler's leadership in safety by equipping Ram with a standard driver's side air bag and available four-wheel anti- lock brakes.
 In fact, Ram meets 1997 federal passenger car safety standards, with air bag, side door beams and center high-mounted stop light among its safety features. And that safety story extends to the entire Dodge pickup lineup, added Martin R. Levine, Dodge Division general manager. "With the Ram and the mid-size Dodge Dakota, Chrysler is the only manufacturer to offer air bags on every 1994 pickup truck it sells."
 The Ram pickup truck also features the most powerful lineup of engines available in pickup trucks, the biggest, most comfortable cab, and higher payload and trailer tow ratings than other full-size pickups.
 -0- 7/27/93
 /CONTACT: Mike Aberlich of Chrysler, 313-576-8097/
 (C)


CO: Chrysler Corporation ST: Michigan IN: AUT SU:

ML-SB -- DE013 -- 6187 07/27/93 11:32 EDT
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Publication:PR Newswire
Date:Jul 27, 1993
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