RAM Enters the Equestrian World

Torino, 20 October 2025 — Ram, the iconic American pick-up truck brand known for its unmatched blend of capability and refinement, is stepping into an entirely new arena: the equestrian world. Through two major partnerships — one with Fieracavalli, the world’s largest international horse fair, and another with Scuderia 1918, a global leader in competitive equestrian sport — Ram signals its intent to merge power, performance, and prestige in a domain that embodies all three.

The announcement positions Ram not merely as a sponsor but as a strategic player in one of Europe’s most tradition-rich and economically significant sectors. The dual collaborations underscore the brand’s “twofold DNA”: uncompromising strength and enduring sophistication — qualities that resonate with both the equestrian community and Ram’s design philosophy.

A Strategic Partnership with Fieracavalli: Power Meets Elegance in Verona

From 6 to 9 November 2025, Ram will take center stage as Main Partner of Fieracavalli 2025 — the largest international event dedicated to the equestrian world. Hosted at Veronafiere, this prestigious fair attracts more than 140,000 visitors and over 700 exhibitors every year. The event serves as a global benchmark in the sector and is home to Italy’s only stage of the Longines FEI Jumping World Cup™, making it a pivotal stop on the international equestrian calendar.

As part of the sponsorship, Ram secures Title Partner status for the fair’s most prominent venue: Hall 8, now renamed the PalaRam. Here, the world’s elite riders and horses will compete in one of show jumping’s most celebrated events. For Ram, this partnership represents more than visibility — it embodies shared values of endurance, precision, and grace.

“Fieracavalli is a symbol of tradition, elegance, and performance,” says a Ram spokesperson. “These are the same qualities that define our vehicles. By joining forces, we’re connecting two worlds that share a spirit of authenticity and craftsmanship.”

Scuderia 1918 and Ram: Performance with Purpose

Equally significant is Ram’s newly forged partnership with Scuderia 1918, one of the world’s leading equestrian teams. Based on mutual values of excellence and dedication, the collaboration bridges two high-performance universes: equine sport and automotive engineering.

Founded on a mission to elevate equestrian sport through science and innovation, Scuderia 1918 brings together elite riders and top-level horses under a unified philosophy — one that prioritizes performance through welfare. The team maintains a dedicated Research and Development division, focusing on biomechanical analysis, nutrition, and psychological well-being to ensure each horse performs at its best while maintaining optimal health.

Ram’s contribution to this vision is tangible. Over the coming months, Scuderia 1918’s riders and staff will receive high-performance Ram pick-ups to assist them in daily training, stable work, and travel between events. Whether hauling feed, towing horse trailers, or navigating off-road terrain between competitions, the brand’s trucks are designed to perform flawlessly under demanding conditions.

The collaboration is more than logistical — it’s symbolic. Both Ram and Scuderia 1918 are committed to redefining performance not just as power, but as purposeful excellence. Ram’s vehicles, with their blend of technological sophistication and raw capability, mirror the ethos that drives equestrian athletes to balance strength and sensitivity — the same qualities that define great horsemanship.

A Thriving Industry: Equestrianism’s Expanding Footprint in Europe

The timing of Ram’s entry into the equestrian world is strategic. The European horse industry is undergoing a period of sustained growth. According to data from the Fédération Equestre Internationale (FEI), participation and event organization have risen steadily over the past decade, underscoring equestrianism’s enduring appeal as both a sport and a lifestyle.

Today, the European horse industry is estimated to generate an annual economic value exceeding €100 billion and supports around 400,000 full-time equivalent jobs across the continent. The sector’s impact is particularly notable in rural regions, where it sustains local economies, provides employment, and preserves centuries-old traditions of craftsmanship, care, and community.

This multifaceted industry encompasses a wide range of activities — from elite show jumping and dressage competitions to breeding, horse racing, and leisure riding. Yet across all these domains, one logistical constant remains: transportation. Horses, riders, and support teams rely heavily on reliable, high-capacity vehicles — a space where Ram’s expertise is unmatched.

Transport and Technology: A New Kind of Horsepower

In the equestrian world, transportation is more than utility — it’s a lifeline. The safe, efficient movement of horses and equipment is critical not only to performance but also to animal welfare. Each journey requires careful planning, precise handling, and dependable vehicles capable of managing heavy loads and variable terrain.

Here, Ram’s engineering excellence enters the arena. The brand’s pick-ups — including the Ram 1500 and Ram Heavy Duty models — are known for their class-leading towing capacities, cutting-edge safety systems, and unrivaled ride comfort. Equipped with advanced features such as integrated trailer sway control, multifunction tailgates, and segment-exclusive air suspension, these vehicles deliver exceptional stability and confidence even when towing up to two horses.

In Europe, the Ram 1500 RHO and Ram 1500 Tungsten stand out for combining high-output powertrains with refined interiors, offering the perfect balance between rugged functionality and premium comfort. The Tungsten model, boasting 540 horsepower and exclusive luxury finishes, represents the pinnacle of Ram’s European offering — a model that effortlessly bridges the worlds of competition and sophistication.

Life at the Stable: Where Power Meets Practicality

For riders, grooms, and stable owners, daily life revolves around precision, care, and efficiency. Tasks such as feeding, grooming, mucking out, and preparing horses for competition demand not only dedication but also practical support. Ram’s pick-ups are designed to meet these demands head-on.

The brand’s philosophy — “No matter the job or the odds, nothing stops Ram” — perfectly reflects the resilience of equestrian life. A stable is a place of both elegance and hard work, and Ram’s dual nature mirrors that dichotomy: refined when needed, relentless when required.

Spacious cargo beds accommodate saddles, feed, tack trunks, grooming kits, and all the gear that follows riders to every event. Inside, premium cabins offer a sanctuary of comfort and technology, turning even long hauls between shows into effortless journeys. Features such as the RamBox storage system and multifunction tailgate make loading and organization seamless, while connectivity tools like Uconnect infotainment and wireless integration keep drivers informed and connected on the road.

Whether crossing country lanes, accessing muddy paddocks, or navigating the crowded grounds of a major event, Ram’s combination of muscular engineering and refined design ensures that every trip — from stable to showground — is handled with confidence and style.

Shared Values: Craftsmanship, Precision, and Respect

At first glance, a pick-up manufacturer and an equestrian team might seem worlds apart. Yet at their core, Ram and Scuderia 1918 share a philosophy rooted in craftsmanship, respect, and performance. Both value the relationship between power and control, understanding that true strength lies in precision.

For Ram, that means engineering vehicles capable of conquering the toughest terrain while maintaining composure, comfort, and aesthetic refinement. For Scuderia 1918, it means developing athletes — human and equine alike — who embody harmony, balance, and athletic excellence. In both worlds, discipline and dedication turn potential into victory.

This shared mindset extends beyond the competitive arena. Both brands are champions of sustainability and welfare — Ram through continuous innovation in efficiency and emissions technology, and Scuderia 1918 through its scientific approach to horse care and training. Together, they advocate for a future in which progress serves both performance and well-being.

Ram’s Expanding European Vision

The Fieracavalli and Scuderia 1918 partnerships mark a significant milestone in Ram’s European strategy. As the brand continues to strengthen its footprint across the continent, collaborations with high-profile events and organizations help position Ram not just as an automaker, but as a lifestyle brand — one that speaks to ambition, authenticity, and achievement.

By aligning with equestrianism — a field synonymous with heritage, passion, and perseverance — Ram reinforces its image as a brand that understands both tradition and transformation. It connects with a clientele that values quality, reliability, and self-expression, bridging the gap between rural pragmatism and modern luxury.

The partnerships are also an astute response to changing consumer trends. Across Europe, pick-up trucks are increasingly viewed not only as work vehicles but also as premium lifestyle choices — practical yet aspirational. By entering this space through a world steeped in elegance and performance, Ram strengthens its cultural relevance and brand prestige.

Conclusion: A New Chapter of Performance and Passion

With its debut in the equestrian world, Ram writes a compelling new chapter in its global journey. The partnerships with Fieracavalli and Scuderia 1918 are more than marketing alignments — they represent a shared commitment to excellence, tradition, and evolution.

Ram’s entry into this domain is symbolic: a brand defined by power embracing a world defined by grace. It is a meeting of horsepower and horsemanship, where engineering mastery meets equestrian artistry. Together, they celebrate a universal truth that transcends industries — that real performance is not only about strength, but about harmony, purpose, and passion.

As the stables of Scuderia 1918 prepare for the next competition season and the lights rise over the PalaRam in Verona, one thing is certain: Ram has found a new arena worthy of its spirit — where power truly meets poise.

About Ram

Ram offers a complete lineup of full-size pick-ups, including the Ram 1500 and Ram Heavy Duty models, blending capability, technology, and luxury. In Europe, standout models such as the Ram 1500 RHO deliver best-in-class off-road performance, while innovations like the RamBox cargo management system, multifunction tailgate, and segment-exclusive air suspension enhance everyday functionality. The Ram 1500 Tungsten, with its 540-hp powertrain and handcrafted interior, sets a new standard of refinement in the segment.

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