If you've been a reader of AutoSpies, you've seen us write probably about 1,000 times that right now there's two factors driving purchasing decisions. First is price. Second is technology and its ease of use.
We've also been very clear that many of the early adopters who snapped up Teslas weren't necessarily doing it for the "green benefit." Instead they were looking for the latest piece of technology to brag to their friends about how they could control certain functions (e.g., headlights, alarm, windows, etc.) through the mobile application.
And when you walked into any Tesla store, you'd note one thing held true: People were always in awe of its massive screen located in the center stack.
Finally, traditional automakers have caught up — at least a little bit. When RAM debuted the all-new 1500 with its optional screen it caused a stir because it was a pick-up truck that had a bit of that juice. Was it perfect? No. But it still has that little bit of something to captivate potential buyers.
According to a report from Bloomberg, this is what has pushed the RAM beyond the sales of the Chevrolet Silverado.
So, we've got to ask: Is SCREEN size the new HORSEPOWER? To stay competitive in the U.S. truck market, outdoing rivals on torque and towing capacity with brute engines under the hood isn’t enough anymore. Winning over truck owners means your dashboard display screens have got to be big, too.
Fiat Chrysler Automobiles NV proved this with its redesigned Ram 1500 pickup, which features an Apple iPad-inspired 12-inch touch screen in the center console. The big display has helped vault the longtime laggard truck line into second place, surpassing General Motors Co.’s Chevrolet Silverado and seizing a 23% share of the fiercely competitive large truck segment in the first quarter, according to Edmunds.
Automakers are “really targeting the interior of the vehicle to try to differentiate themselves,” said Kyle Davis, an analyst at IHS Markit. “Ram was early to the market regarding trucks for this kind of display, but we do expect others to catch up rather quickly..."
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