Earlier this week, we’ve learned that the upcoming Ram Dakota midsize pickup for North America will offer real truck capability at a target price of around $40,000.
Turns out it’s also a good-looking truck, at least according to several Ram dealers who were given a sneak peek at the forthcoming Dakota during the National Automobile Dealers Association (NADA) Show in Las Vegas this week.
"Rough, Aggressive" Dakota Is "The Right Size"
Ram
Most dealer opinions quoted in an Automotive News report were really positive, which is an encouraging sign for Ram. One Houston multi-brand dealer manager said the truck looks “aggressive” and “the right size.” In his opinion, if the pricing is right, “it’s going to be a huge hit” and a “fierce competitor” in the U.S. midsize pickup truck market.
A Stellantis dealer owner with stores in Florida, Michigan and Ohio, said the Dakota will be a “game changer” after seeing it in Las Vegas.
Another dealer manager from south Texas said the Dakota has a rough, aggressive look. “It really did look nice,” he said, adding that the new midsize truck will put Ram “in the ballgame” with the Toyota Tacoma.
That is a big statement considering that the Tacoma is the undisputed leader of the U.S. midsize truck segment with a record 274,638 sales in 2025, far ahead rivals like the Chevy Colorado (77,390 units) and Ford Ranger (70,960 units).
A Long-Awaited Return For The Dakota Nameplate
Ram has been without a contender in the midsize segment since 2011, when the third-generation Dakota (originally badged as a Dodge) went out of production after a 25-year run for the nameplate.
The Dakota will return to North America soon, as Ram CEO Tim Kuniskis confirmed it late last year. Production is expected to begin around 2028 at Stellantis’ plant in Toledo, Ohio, the home of the Jeep Wrangler SUV and Gladiator pickup.
In October 2025, Stellantis said it would start production of an all-new midsize pickup for Ram in Toledo in 2028 as part of a pledge to invest $13 billion in the United States through 2029. The new model is expected to bring an investment of nearly $400 million and create 900 jobs at the site, the automaker said at the time.
No Relation To The Ram Dakota Sold In South America
Ram
It’s worth noting that in October 2025 Ram launched another midsize pickup in South America that carries the same Dakota name. However, that vehicle is based on the Changan F70, a Chinese body-on-frame pickup that also provides the basis for the Ram 1200, Peugeot Landtrek and Fiat Titano, which are all sold in emerging markets.
Basically, the North American Ram Dakota will be a completely different model to the South American one; at best, the two models will share some design cues. The U.S.-spec model will be built on a different body-on-frame platform, likely adapted from the Jeep Gladiator, and it will use powertrains from Stellantis’ North American inventory, likely with some form of electrification involved.
Stellantis did not share any powertrain details with its dealers at the preview event, focusing only on the Dakota’s design.
Note: South American-spec Dodge Dakota pictured
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