Ram used the April Fools’ Day as an opportunity to mock the appearance of his main competitors: the Ford F-150 and Chevrolet Silverado. The Ram Trucker Cover covers other pickups to make it look like the brand’s own offering.
The video for Ram Trucker Cover uses the format of a late night TV ad that tries to sell a useless product. An unseen narrator asks our protagonist if he’s tired of looking at his friend’s F-150. Obviously, the answer is yes, and this cover is the solution. The end of the ad shows the version for Silverado.
In essence, this idea is just an ordinary car cover, but the outside looks like a Ram 1500. The ad presentation is charming. As in many of these real-life ads, there’s a list of places where you can use a Trucker Cover, and suggested locations include cute spots like baby showers and potbellied pig races.
Motor1.com contacted Ram to see if they were planning on making some of these covers just for fun. The company doesn’t make it for real.
In 2021, the Ram truck offering is the second strongest selling vehicle in the United States. The company removed 569,388 of them, which was up 1.0 percent year-on-year. Ford shipped 726,004 units (down 7.8 percent) of the F-Series to claim the best-selling crown once again. Chevy sold 529,765 units (down 10.8 percent) from the Silverado.
Ram is currently looking to the future as it prepares to launch a fully electric pickup in 2024. So far, the company has only shown it in renderings, but styling elements include bold lighting markings on the front. There is a protruding hood and thick fenders.
Mechanical details about the electric Ram are still very limited. It reportedly uses the STLA Frame platform, which can handle batteries with capacities of over 200 kilowatt-hours. It can provide a range of about 500 miles (805 kilometers). It had to go up against the F-150 Lightning, Silverado EV, Tesla Cybertruck, Rivian R1T, and other potential competitors in the electric pickup segment.