Ram Truck Brand Launches Multi-tiered Sponsorship With Churchill Downs and the 137th Kentucky Derby

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May 06, 2011, 10:00 ET

AUBURN HILLS, Mich., May 6, 2011 /PRNewswire/ --

Ram Truck is the Official Truck of Churchill Downs and the Kentucky Derby
First-ever dedicated 'Ram Backcountry' area with VIP lounge for owners, jockeys and staff
Ram Truck logo and vehicle lineup displayed around Churchill Downs
Ram Truck debuts new tagline – 'Guts. Glory. Ram.'

For the second consecutive year, the Ram Truck brand will continue its title as the Official Truck of Churchill Downs and the Kentucky Derby. The brand announced a multi-faceted program dedicated to the 2011 Kentucky Oaks and Kentucky Derby horse races. From the moment Thoroughbred fans enter Churchill Downs they will be immersed in the Ram Truck brand via vehicle displays and work trucks in and around the track, gate crew staff uniforms, and Ram branded jockey pants.

"The Ram Truck brand is proud to be affiliated with the great tradition of the 137th Kentucky Derby at Churchill Downs. Our trucks have established a strong reputation for quality and reliability when it comes to towing Thoroughbred horses and their equipment in style," said Fred Diaz, Ram Truck Brand President and CEO and Head of National Sales, Chrysler Group LLC. "This year's participation marks a milestone for the Ram Truck brand as we move forward with our continued partnership and introduce the Ram Truck brand's new tagline, 'Guts. Glory. Ram.'"

The new tagline, which debuts during race programming, pays homage to the history of Ram Truck Brand and represents the hard work and dedication placed in the design, engineering and production of each and every Ram truck.

Along with national broadcast presence in the Triple Crown race programs, advertising efforts include a three-page spread featured in the Sport's Illustrated Post-event derby issue and specialty equestrian-themed advertising placements on www.churchilldowns.com, www.kentuckyderby.com and www.twinspires.com.

Not only will the Ram Truck brand have a major presence at Churchill Downs with the entire vehicle lineup positioned throughout the venue, a dedicated "Ram Backcountry" VIP lounge has been created for the owners and jockeys who spend most of their time at the back of the track that operates year-round as a Thoroughbred training facility. The VIP lounge is equipped with computer terminals, library and sitting area that is staffed by Ram Truck ambassadors and a barista. Ram Backcountry features unique logo placement that can be seen on the top of barn roofs and on fencing, fence posts and the veterinarian building located in this area. Ram Backcountry was created in an effort to solidify the brand's commitment to the sport of Thoroughbred racing.

Also new to the sponsorship, a representative from the Ram Truck brand will present the winning trophy to the owner and jockey of the "American Turf" stakes during the Kentucky Oaks races. The Ram Truck brand again will be a part of the Super Hi-5-wager. Should an eligible individual win this promotion, he or she will be awarded with a new 2011 Ram 1500 Laramie Longhorn truck.

About Ram Truck Brand

The Ram Truck brand continues to establish its own identity and clearly define its customer since its launch as the newest Chrysler Group LLC vehicle brand. Creating a stand-alone brand for Ram trucks has allowed the brand to concentrate on how core customers use their trucks and what new features they'd like to see. Whether focusing on a family that uses its half-ton truck day in and day out, a hard-working Ram Heavy Duty owner or a business that depends on its commercial vehicles every day, Ram has the truck market covered.

For 2011, the Ram Truck brand added the hardest-working Ram trucks — the Ram 3500, 4500 and 5500 Chassis Cab trucks — to its already award-winning truck lineup which includes the rugged and reliable Dakota, the Ram Cargo Van, Ram 1500 – the most-awarded Ram truck ever – and Ram 2500/3500 Heavy Duty pickups.

The 2011 Ram 1500 was named a Consumers Digest Best Buy and AUTOMOBILE Magazine All-Star. Ram 1500's smooth-riding suspension and 20 mpg, 390 hp HEMI V8 are just two of the reasons it beat the competition. Ram 1500 was also named the Truck of Texas by the Texas Auto Writers Association (TAWA).

The Ram Truck brand has the most innovative lineup of full-size trucks on the market. Ram Truck has emerged as a full-size truck leader by investing substantially in new products, infusing them with great looks, refined interiors, durable engines and features that further enhance their capabilities. Ram trucks now boast these segment exclusives:

Coil spring rear suspension on Ram 1500 for best-in-class ride and handling
Available RamBox® lockable and lighted bedside storage
In-floor storage on all Ram crew cabs
The largest cab in the market – Ram HD Mega Cab
Standard six-speed manual transmission on all diesel models.

Truck customers – from half-ton to commercial – have a demanding range of needs and require their vehicles to provide high levels of capability. Ram Trucks are designed to deliver a total package.

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SOURCE Chrysler Group LLC