by Michael Gauthier
- Ram sees growth in full-size trucks under the $50,000 mark.
- GM leads the segment but Ram is launching new entries.
- More budget trucks may arrive as buyers seek better value.
The average transaction price of a new vehicle climbed to $49,814 in November and consumer preferences are shifting as prices soar. As Ford noted earlier this month, “price fatigue” is real and shoppers are starting to embrace entry-level trims.
They’re not alone in noticing the need for affordable variants as Ram CEO Tim Kuniskis sees a lot of potential in full-size trucks priced under $50,000. The 2026 Ram 1500 starts at $41,575 and offers a lot for the money.
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However, Ram is getting beaten on the low-end by Ford and General Motors. The latter company dominates the sub-$50,000 segment and Stellantis’ truck brand sees a lot of opportunity for growth there.
Given this, they introduced the 1500 Express earlier this year. The model starts at $43,700 and doesn’t scream cheap as it features body-color bumpers and 20-inch wheels. The truck also has a gloss black grille surround and fancier interior flourishes. They’re joined by popular driver assistance systems such as adaptive cruise control and automatic emergency braking.
It builds on the 1500 Warlock, which was introduced last year and starts at $52,415. While it’s not the cheapest truck on the market, the Warlock is an entry-level off-roader that has a rugged suspension with Bilstein shocks and a 1-inch (25 mm) lift.
The truck also has skid plates, an electronic locking rear differential, and powder-coated bumpers. Buyers will also find four-wheel drive, tow hooks, and 18-inch wheels wrapped in all-terrain tires.
While those are two interesting options, it seems like more affordable versions of the Ram 1500 could be on the horizon. That remains to be seen, but the company has previously announced plans to have more than 25 product announcements over the course of 18 months.
We’ve already seen a handful of these, but many more are on the horizon including a high-performance variant that will debut on New Year’s Day.
