2028 Ram Dakota Impresses Dealers At NADA Show 2026: Report

The upcoming midsize truck is expected to be a 'fierce competitor' to the Toyota Tacoma.

Published on Feb. 6, 2026

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Stellantis, the parent company of the Ram brand, unveiled its upcoming midsize Ram Dakota pickup truck to dealers at the 2026 NADA Show in Las Vegas. Dealers were reportedly impressed with the truck's aggressive styling and believe it has the potential to compete strongly against the Toyota Tacoma in the midsize truck segment.

Why it matters

The return of the Dakota nameplate is highly anticipated by truck enthusiasts, as Dodge/Ram has not offered a midsize pickup since 2011. The new Dakota is expected to fill a gap in Ram's lineup and provide a more affordable entry point into the Ram truck brand.

The details

The 2028 Ram Dakota will be produced at Stellantis' Toledo Assembly Plant, which currently builds the Jeep Wrangler and Gladiator. While Stellantis did not share powertrain details with dealers, it has been reported that the truck will not feature a V8 engine, but will likely offer a V6 or turbocharged 4-cylinder option, potentially with hybrid technology to compete with the Toyota Tacoma.

  • The 2026 NADA Show, where the 2028 Ram Dakota was unveiled to dealers, took place in February 2026.
  • The 2028 Ram Dakota is expected to go on sale for the 2028 model year.

The players

Stellantis

The parent company of the Ram brand, which is bringing back the midsize Dakota pickup truck.

Antonio Filosa

The CEO of Stellantis, who confirmed last September that Ram would be returning to the midsize truck segment.

Tim Kuniskis

The head of the Ram brand, who confirmed the return of the Dakota nameplate in December.

Adrian Gonzalez

The general manager of Payne Edinburg Chrysler-Dodge-Jeep-Ram, who was impressed by the new Dakota and believes it will compete strongly against the Toyota Tacoma.

Toyota Tacoma

The midsize pickup truck that the new Ram Dakota is expected to compete against in the segment.

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What they’re saying

“It really did look nice. Toyota better be careful—we're going to start competing with them when it comes to the Tacoma. That says a lot.”

— Adrian Gonzalez, General Manager, Payne Edinburg Chrysler-Dodge-Jeep-Ram (Automotive News)

“It needs to be a proper truck. It needs to have the towing capabilities, needs to have the payload. It needs to have everything that a truck buyer is looking for. It can't be, you know, a car that you put a bed on.”

— Tim Kuniskis, Head of the Ram Brand (The Drive)

What’s next

The 2028 Ram Dakota is expected to make its public debut in the coming years, with production slated to begin at the Toledo Assembly Plant.

The takeaway

The return of the Ram Dakota nameplate is highly anticipated by both dealers and truck enthusiasts, as it is expected to provide a more affordable and capable midsize truck option to compete with the dominant Toyota Tacoma. The positive dealer response suggests the new Dakota could be a formidable challenger in the segment.