“Vehicles are so important to where you listen to music,” said RAM’s head of advertising Jeff Summers during the Nashville reveal of his 2019 RAM 1500 trucks. “Now we think we have the best-sounding truck in the business.”
RAM’s luxury and off-road trucks were introduced in Detroit on Jan. 15. But on March 8, the brand was at Nashville’s RCA Studio A with producer Dave Cobb, giving industry tastemakers a preview of their integrations with Nashville.
“Each of you really helped us do what we’re trying to do here—create a really authentic and credible relationship with the genre,” Summers said. “Music is so important to our business and to our fans and we appreciate everything you guys have done with us. Since we became a stand-alone brand in 2009—no longer Dodge Ram–we really wanted to find those passionate touch points for our owners, and one of those is country music.
“That was key to us as we developed this truck. Partnering with Harman Kardon to develop what we think is the best-sounding truck in the business, whether if you’re listening to music created from RCA Studio A, or SiriusXM…Dave [Cobb told us], ‘I think you could do a little better.’ So we said, ‘Come tune it yourself.’
Cobb flew to Michigan to meet RAM designers and go to Harman Kardon, which has a 19-speaker system and 12-inch touch-screen display in the luxury version of the truck.
“I want to say they were in lab coats,” said Cobb of Harman Kardon technicians. “They weren’t, but it’s a better story. They had computers analyzing everything and it was amazing to work with such a brilliant team. But we put the stereo through a beating when we were up there.”The Nashville reveal was hosted by G7 Entertainment’s Wayne Leeloy. G7 has partnered with RAM for over seven years to help navigate the music and entertainment space. Event sponsors included RAM, Harman Kardon, SiriusXM, Titos, Yeti and Low Country Sound/RCA.
During the program, a reel teased many of those music partnerships G7 has brought onboard in recent years, including artists Jason Aldean, Miranda Lambert, Brett Eldredge, Brent Cobb, Old Dominion, Chris Stapleton, Midland, Brothers Osborne, Zac Brown Band, Mickey Guyton, Cam, Kellie Pickler, and more, including Americana and roots artists.
Amanda Shires was billed to perform live at the RAM event. Her husband, Jason Isbell, made a surprise appearance accompanying Shires’ 15-minute set in the same room where she recorded her forthcoming album with Cobb, expected to release Aug. 3.
“We really do see this as a family that we want to grow,” concluded Summers on behalf of his RAM brand. “You’ll see music video integrations, tours and partnerships. Some are small, but all built from this pure nature with doing the right things with the right artists. And we’ve only just begun.”
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