Ram Trucks to introduce 10-year/100,000-mile warranty for 2026 lineup, aiming to boost sales and loyalty

From CNBC: 2025-06-18 00:01:00

Ram Trucks plans to introduce a 10-year/100,000-mile warranty for its 2026 lineup, covering engine, transmission, and more. This move comes as vehicle prices rise, leading to longer financing terms. Ram CEO Tim Kuniskis hopes the new offer will retain customers and attract new ones, potentially boosting sales and brand loyalty.

The 84-month loan trend for new car buyers hit a record high of 19.8% in the first quarter of 2025, with 67.4% opting for loans lasting between 60-75 months. Ram’s longer warranty offer aims to address the increasing cost of vehicles and the extended ownership periods resulting from longer financing terms.

Ram’s new warranty could help the brand recover from a 38% sales decline since 2019. Competitors like Ford, GM, and Toyota offer 5-year/60,000-mile warranties on their gas-powered full-size pickup trucks. Ram’s CEO hopes to extend the warranty offer beyond 2026 if it proves popular among customers.

Offering a longer warranty could cost automakers billions if quality issues arise, but Ram believes the benefits outweigh the risks. A longer warranty may encourage customers to keep their vehicles longer, potentially impacting future sales. The warranty applies to original owners of 2026 Ram trucks and vans, excluding fleet purchases and electric vans.

Ram’s 10-year/100,000-mile warranty is not unique in the auto industry, with Kia offering a similar warranty across its lineup. Ram CEO Kuniskis is optimistic about the new offer’s potential to enhance brand loyalty and attract new customers, setting a new standard in the competitive pickup truck market.



Read more at CNBC: Ram to offer industry leading pickup truck warranty under new plan