Ram has spent decades proving its mettle hauling lumber, boats, and just about anything with a hitch. Now, the American pickup powerhouse is hitching up something new — horses. Literally.
For 2025, Ram is galloping into the equestrian scene through a headline partnership with Fieracavalli, Europe’s premier horse show, and Scuderia 1918, a global leader in equestrian sport. It’s a surprising yet strangely logical crossover — one that blends Ram’s workhorse DNA with the refined world of competitive show jumping.
Fieracavalli 2025: Ram Takes the Main Arena
This November, from the 6th to the 9th, the spotlight at Veronafiere in Italy won’t just be on the horses. As the main partner and title sponsor of Hall 8, where the Longines FEI Jumping World Cup™ takes place, Ram will have its name literally above the world’s most prestigious indoor show jumping arena.
With over 140,000 visitors and 700 exhibitors converging annually, Fieracavalli isn’t just an event — it’s an institution. For Ram, it’s an ideal paddock to showcase its newest models in front of a wealthy, lifestyle-driven audience that values power, precision, and presence — the same traits that define both top-tier horses and high-end pickups.
Scuderia 1918: Performance Meets Purpose
Partnering with Scuderia 1918 brings authenticity to Ram’s equestrian ambitions. The Italian-based team is a trailblazer in international show jumping, merging performance with science through a dedicated R&D division focused on equine welfare and athletic optimization.
Ram’s contribution? Providing the muscle to move the operation. The team will receive a fleet of Ram’s high-performance pickups, engineered for heavy hauling and off-road control — perfect for towing horse trailers, navigating muddy showgrounds, and carrying everything from saddles to feed bags.
The parallels run deep: Scuderia 1918 applies precision, dedication, and innovation to equine performance — the same principles Ram builds into every truck that rolls out of its factories.
Europe’s Equestrian Economy: A Market on the Move
Beyond the glamour of the show ring lies an economic powerhouse. Europe’s horse industry is worth over €100 billion annually, employing around 400,000 people across breeding, racing, and equestrian sports.
And where horses go, trucks follow. From hauling feed to transporting multi-million-euro show jumpers, mobility is the beating heart of the equestrian world. It’s a segment that demands strength, endurance, and reliability — precisely the attributes Ram trucks were born to deliver.
Pickup Culture, Equestrian Edition
Ram’s move into the stableyard isn’t just a marketing stunt; it’s a statement of versatility. Few vehicles embody the balance of rugged utility and upscale comfort quite like a modern Ram.
Need to tow two horses across the Alps? No problem. The truck’s massive torque and advanced trailer assist systems make the journey smooth and stress-free. Want to arrive at the event in style? Inside, you’ll find the same premium interiors and intuitive tech found in top luxury SUVs.
Boots, helmets, saddles, and hay bales all fit comfortably in Ram’s cavernous bed. And when it’s time to swap the stable for the highway, its refined ride and high-output powertrains make it just as capable at 70 mph as it is in the mud.
The New Breed of Power and Poise
At first glance, Ram and the equestrian world might seem like an odd pairing — one built on diesel torque, the other on elegance and finesse. But dig deeper, and the synergy makes sense. Both demand strength with sensitivity, performance with precision, and the ability to look good doing hard work.
By staking its claim in Europe’s most prestigious horse event, Ram isn’t just showing up with horsepower — it’s redefining it. From worksite to showground, the brand’s message is clear:
No matter the job or the odds, nothing stops a Ram.
Source: Stellantis