When truck designers talk about “real estate,” they’re referring to each section of the vehicle and how it influences overall function and aesthetics. The back end of the truck—the cargo bed with its power outlets, storage boxes, racks, and tow hitch—is the “business end.” But what distinguishes the vehicle from its competitors is the front end, especially the grille.
“Brand identity by grille design and badging has always been the first priority for truck designers,” Joe Dehner, head of Ram truck exterior design, told eBay Motors. For this reason, grille designs can become an emotional issue for truck owners. For example, Dodge encountered some friction when it decided to eliminate the crosshairs and ram’s head from its truck grilles—to distinguish post-2009 models from those created when Ram was part of the Dodge brand.
After the 2008 Ram, shown here, designers removed the signature crosshair grille that was used on Dodge pickups for 35 years.
The roll-out of the new design was gradual, beginning with the off-road Rebel and upscale Limited grades. The newest generation of Ram 1500 trucks marked as 2019 models is the first to consistently feature the new look for each of six different trim levels. “The ram’s head that is replaced on the front with ‘RAM’ has more global acceptance and is larger and easier to read from a distance,” said Dehner.
Six Faces for Six Personalities
2019 Ram 1500 Tradesman
Since each of the truck’s trim level has a different purpose and personality, it makes sense that each carries a unique face. For example, the base Tradesman work truck has a monochromatic black grille with metal logo in keeping with its orientation. On the top end, the Ram 1500 Limited grille makes extensive use of polished chrome, with surrounds connecting the grille to LED headlamps and a chrome bumper. Buyers will likely be business owners who use the truck as their primary vehicle and mobile office. (See “How to Transform Your Work Truck for 21st Century Productivity.”)
2019 Ram 1500 Big Horn
The Rebel has the most aggressively styled grille: monochromatic black with a double hockey-puck strip framing the chrome Ram logo. Large headlamps with functional air intakes on either side reflect the truck’s mission as a performance-tuned, off-road machine. A metal skid plate with winch hooks not only protects the front end of the truck but quickly reveals the truck’s capabilities.
2019 Ram 1500 Rebel
An affordable chrome air deflector changes the look of a 2006 – 2009 Dodge Ram Truck.
A Custom Grille Will Turn Heads
If you want to upgrade your pickup truck’s exterior styling, the front end is the place to start. The modification could be as simple as an air deflector that keeps bugs off the front windshield or a front-end cover to protect the grille from road debris. Or how about entirely new grille?
Replacing a composite grille with chrome or chrome mesh will change the personality of the vehicle. Add new rims, chrome mirrors, door handles, and moldings or a headlamp upgrade to continue the theme throughout the exterior.
Keep the back end of your truck all business but if you want your vehicle to look the king of the road, modify the front end.
See Car & Truck Grilles for sale on eBay.
