Ram Ride and Drive
This year at the 2019 Chicago Auto Show, Ram Truck Territory was all the buzz with the 28,000-square-foot ultimate in-truck adventure by RAM. Gordinier Group professional drivers navigated attendees through the interactive course in the 2019 RAM 1500, the Motor Trend Truck of the Year.
Payload and stability demonstrations showcased the all-new RAM 1500s capabilities. Towing capability and suspension options were tested by a series of culverts and high-banked wedges. Traction and hill-decent technology were tested, as well as experiencing the “Ram Mountain,” a 13-foot high, 30-foot long course element with 30-degree approach and departure angles. The drivers also highlighted the parallel and perpendicular park assist features and trailer towing technology.
RAM also unveils the 2019 RAM Chassis Cab at the Chicago Auto Show
RAM Truck Territory hit the outdoors at the World Ag Expo, the world’s largest annual agricultural exposition in Tulare, California.
Gordinier Group staff highlighted the vehicle’s attributes from the right seat while consumers drove and experienced the trailer towing capabilities of the RAM truck line-up first-hand.
October 16-18, 2018
Sunbelt Ag Expo was the final stop on a successful summer farm show season for Ram Truck and Gordinier Group.
Ag shows are a great way for Ram to take a more grassroots approach to experiential marketing. In contrast to Ram’s auto show ride and drive activations, the guest interactions are longer and more personal at farm shows. While Gordinier Group drivers can’t churn through the staggering numbers of people like at an auto show, it is nice to shift gears and have an opportunity to form more of a bond with the heavy truck-biased demographic and be able to spend more time addressing their questions and concerns. It really feels like the trade-off is worth it.
This year’s tour began in California, hitting 5 total stops before finishing up in Moultrie, GA at Sunbelt. The 2018 2018 tour featured stops at:
World Ag Expo – Tulare, CA
Wisconsin Farm Tech Days – Johnson Creek, WI
Farm Progress Show – Boone, IA
Husker Harvest Days – Grand Island, NE
Sunbelt Ag Expo, Moultrie, GA
The Ram program consists of in interior off-road track surrounded by a perimeter towing track. This allows the team to give guests two different experiences – a ride along over the technical off-road features, piloted by Gordinier Group drivers. Similar to the auto show model, drivers give product specs and explain what the truck is showing on each obstacle.
On the tow track, guests drive and tow the load while GG personnel ride shotgun, answering questions and giving pointers while the guests actually feel the truck’s power and towing capability first hand.
With this model, the consumer experience is genuine and very informative. We are looking forward to getting back to the fields in 2019!
February 13-15, 2018
Not only did Ram bring two of the new 2019 1500 DT models for display, but they also offered 2 experiential opportunities – an off-road ride and a towing drive where guests could get behind the wheel to really feel Ram’s towing capabilities. In fact, the headliner of the tow fleet at World Ag Show was a 3500 Limited dually, with the 6.7 Cummins turbo diesel and max tow package. It’s hard to imagine a more capable tow rig. This one was saddled with a Big Tex gooseneck trailer that held a 15,000 lb Case tractor. That sounds like a lot of weight when you factor in the extra weight of the trailer, but with a maximum towing capacity of over 30,000 lbs (and 930 lb. ft. of torque), it was an easy haul. Many guests were shocked at how easily that truck was able to tow that payload and how comfortable it felt doing it.
This year’s show had great weather many interested and enthusiastic farmers, making it a great event for Ram!