Chrysler to reel in Hemi message for new Ram

Despite changing consumer tastes, production of the Dodge Ram pickup is safe, said an Dodge brand executive on Monday.

But expect Chrysler LLC to steer clear of advertising about the Hemi engine. The company plans to adjust marketing of the pickup as consumer tastes for large vehicles has been dampened by record-high gasoline prices.

“The Hemi guys have had their time,” said Mike Accavitti, Dodge brand director, during a Monday press conference.

The timing of rising gasoline prices is inconvenient for Chrysler, which plans to launch a redesigned version of its Ram in September.

Ram sales through the first five months of the year fell 27 percent. Still, Accavitti said, Chrysler expects to see its market share grow, though it plans to change its approach in appealing to buyers.

“We want to go from a message of power to strength,” Accavetti was quoted saying in the Automotive News.

“It’s not a complete, revolutionary change in direction, but we are evolving to something better-suited to today’s marketplace,” Acavitti said.

Automotive News quoted Accavitti saying Chrysler has no plans to cut production of the Ram.

Chrysler makes Ram pickups at three plants - one in Fenton, Warren, Mich. and Saltillo, Mexico. About 1,970 people work at the pickup plant in Fenton.