By the later 2000s and early 2010s, the Dakota had sunk to abysmal sales and failed to break 14,000 units in its last three years. By 2012, full-size pickups were the best-selling trucks, with the public seemingly indifferent to the departure of mid-size trucks like the Dodge Dakota and Ford Ranger in 2011. Around this time, the Ram was advertised as one of the strongest and most uncompromising trucks, with campaigns like the ‘Guts. Glory. Ram’ commercials. The growing appeal of full-size pickups had overshadowed the once-popular Dakota, and this truck wasn’t the only interesting vehicle the American automaker canceled. The Dodge Ramcharger, its first SUV, was also discontinued.
Another glaring problem faced by the Dakota was that it became overpriced. Originally, the Dakota was meant to fill the gap of mid-size trucks, but for those looking to buy a new 2011 pickup, the Ram 1500 was cheaper. According to Cars.com, a 2011 base trim Dakota was offered at $23,210 MSRP. This truck offered 210 hp, 235-lb feet of torque, 1,750 lbs hauling and 5,800 lbs of towing capacity. On the flip side, the 2011 Ram 1500 was available at $22,770 MSRP, according to Kelly Blue Book. Ram came with more performance capability at 215 hp, and up to 9100 lbs of towing capacity.
