The all new 2016 Ram Rebel has one large styling change over the other Ram trucks, the grille. The Ram truck grille design has always stood apart from the rest of the pickup truck market.

Ram trucks always used the same grilles as the passenger cars because they were all built on the same chassis. It was not until 1929 that they built a specific truck that was not based on the passenger chassis.

In the 1950’s the brand adopted a truck only front grille until 1994 when they Ram truck came out with the crossbar grille. The brand wanted to do something different than the rest of the market and they acquired more of the market with their brand.

The Ram brand split with Dodge in October of 2009, Ram brought in a completely new look to the traditional crossbar look. With the addition of the Rebel to the Ram truck lineup the brand wanted to once again take it up a notch.

The Ram designers wanted a real identity to separate them from the Dodge brand. The designers took the beard craze, and applied that to the thought “what would a truck look like with a beard?”

The bold style change on the 2016 Ram Rebel is something that the designers wanted to do to create a rebellious, bold new look for the truck. The designers also looked at mechanical, and off-road elements.

The brand and its designers did not want to create a grille that would alienate the truck but they did want to take some risks. Designers took into consideration not just the current Ram culture. They also looked at why other truck owners that may have not considered a Ram, and what they may now respond too.

The all-new grille still cools the engine like any other grille should. With help from the aero team at Ram they created a grille that not only gives the truck a bold new look but a grille that is still functional.