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NINETY EIGHT REGENCY

Ram pickup goes bigger than life

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Ram pickup goes bigger than life

Alisa Priddle / The Detroit News

What has tires that are 17 feet tall and a windshield that's 28 feet wide? A 140-foot tall, 120-foot wide photo of a 2010 Ram heavy-duty pickup that is wrapped around the Chrysler Group headquarters in Auburn Hills.

It is part of a marketing campaign that launches this month with a new national advertising campaign after a sluggish sales start for the truck.

Chrysler has sold about 38,000 Ram pickups (including light-duty trucks) so far this year, down 18 percent compared with the first three months of 2009.

The all-new 2010 Ram heavy-duty went on sale in December and has been slowing building volume. The automaker said March sales were 20 percent higher than a year ago and increased 56 percent from February. Chrysler calculates the display will be seen daily by about 200,000 drivers and passengers along Interstate 75.

From The Detroit News: http://www.detnews.com/article/20100407/AUTO01/4070339/1148/Ram-pickup-goes-bigger-than-life#ixzz0kQ2PB0Sz

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