New Ram Rebel to take on F-150 Raptor

Boasting an entirely new grille and rugged looks, the 2015 Ram Rebel aims to attract outdoor-sport fans to Fiat Chrysler's growing truck brand.

The Rebel, unveiled today at the North American International Auto Show in Detroit, is designed for those who ride trail bikes, go snowmobiling or skiing.

Truck enthusiasts will compare the Rebel with the Ford F-150 Raptor. The Ram brand is counting on the Rebel to generate excitement and to help the brand gain market share when it goes on sale this spring.

"We needed to create a truck that really says this is who I am," said Bob Hegbloom, CEO of the Ram brand. "It is very expressive. It will be for active lifestyles."

The Rebel will be available in either four- or rear-wheel-drive as a crew cab, four-door truck. Both the Hemi 5.7-liter and 3.6-liter V6 engines will be available.

The ride of the Rebel is 1 inch higher than a standard Ram 1500, which helps make room for 33-inch Toyo tires that have an aggressive tread for off-road driving. The tires are matched with blacked-out wheels with an interlocking design.

Among the most noticeable features of the Rebel is its interlocking front grille. The new grille marks the first time Ram has departed from its crosshair grille since the 1980s.

Hegbloom said the brand isn't going to completely veer away from the crosshair grille anytime soon, but he hinted there will be more models coming with the new grille.

The Rebel also features black steel bumpers and a unique aluminum hood with dual cosmetic air scoops. The Rebel will be available in several colors, but they'll all have a black and red interior.

The Ram Rebel is the 10th member of the Ram truck lineup. In recent years, Fiat Chrysler has added a Tradesman model aimed at contractors, an Outdoorsman model aimed at hunters and campers as well as Laramie Longhorn and Limited models aimed at the luxury end of the pickup market.

In addition, Ram now sells two commercial vans under the ProMaster badge.

The broad lineup that Ram offers, and the additional models it has added in recent years, have helped the brand gain market share over the past several years.

Sales of the Ram brand increased 27.5% in 2015 as U.S. consumers bought 469,139 of its trucks and commercial vans.

"You've seen all of the activity we've had, its been a product show," Hegbloom said. "And that's what has allowed us to be the fastest growing truck brand in America."

Contact Brent Snavely: 313-222-6512 or bsnavely@freepress.com. Follow him on Twitter @BrentSnavely.