RAM Trucks was established in 2010 as a spinoff of the Dodge brand. Since then, Chrysler's executives have positioned RAM 1500 as a truck for "real truck customers," not casual buyers who purchase for reasons of image or style.

These in-dealership print ads—part of a larger brochure—sell RAM's class-exclusive features, while playing to the "real truck customers" who rely on RAM for all their work-week heavy-lifting—plus a little weekend fun. 

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