Separated from Dodge in 2010 to establish truck-only brand positioning with dedicated marketing and truck-focused engineering under the iconic Ram's head logo, the "Guts Glory Ram" tagline and "Built to Serve" campaigns emphasize commercial fleet capabilities alongside consumer appeal. The ProMaster van addition complemented Heavy Duty leadership built on towing capability focus while innovation priorities delivered air suspension, the ingenious multifunction tailgate, eTorque mild hybrid technology, and exclusive coil spring rear suspension delivering car-like ride quality. Electric transition is underway with the REV all-electric and Ramcharger range-extended models representing the future under Stellantis ownership, maintaining North American truck market leadership through relentless innovation. Ram's separation from Dodge illustrates brilliant brand strategy—by dedicating engineering resources and marketing exclusively to trucks rather than diluting focus across cars and trucks, Ram could optimize every aspect for truck buyers and fleet customers, resulting in innovations like the multifunction tailgate and coil rear suspension that competitors stuck with traditional truck configurations couldn't match. The strategy proves that sometimes brand portfolio rationalization means separation rather than consolidation, and that focused dedication to one segment can deliver leadership more effectively than attempting to be all things to all buyers under a single nameplate.