Dodge Rampage

By Stuart Schwartzapfel

Dodge unveiled to the crowds at the Chicago Auto Show their new pickup concept, the Rampage, described by Chrysler Group Senior Vice-President of Design Trevor Creed as 'Bold, powerful and superbly capable'.

The Rampage's overt cab-forward profile allows a smart crossover between SUV and pickup (SUT), offering four doors within a capsule theme and a five-foot rear deck. This forward stance is accentuated by the long wheelbase and rear axle-to-door distance, and contrasts against a tightly defined front section wrapped around the mechanics. The rear sliding doors include small triangular opera windows, while the high-sided rear cargo bed allows a fold-out ramp to be integrated in the tailgate.

Inside, the key innovation is a central control screen that can be swivelled to either driver or passenger sides. Given the overall architecture and strength of resolution to the design, it's hard not to draw comparison with the Honda Ridgeline: the Rampage concept appears as a stylistic acknowledgement of the threat posed by Asian brands, in a sector that has until recently been resolutely patriotic.

Schwartzapfel, a certified car freak, writes BusinessWeek.com's Concept of the Week column. He has studied the automotive marketplace and worked as an advertising/marketing strategist for major manufacturers. He does not write about any car brands for which he currently works.

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