'There's 50 percent of the truck market that we don't serve,' Accavitti said.

The new Ram will offer standard automatic transmissions as well as make standard most safety features, such as side curtain air bags, traction control and electronic stability control on all models. Dodge also said that Ram trucks featuring the 5.7-liter Hemi V-8 should hit 20 mpg on the highway. Dodge begins shipping its new Ram to dealers this week.

Stephanie Brinley, an industry analyst with AutoPacific Inc., said Dodge could bring in more customers with a true crew cab, but the bigger truck could steal some quad cab customers.

'There's a chance for some cannibalization, but if the consumers were gravitating toward the crew cabs, you're making customers happier,' she said.

While truck sales are down industrywide 18.9 percent for the year through July due to the declining housing market and high gas prices, Accavitti said it's important for Dodge to compete with Ford Motor Co. and General Motors Corp.

'It's been a horrible year for trucks because of the commercial aspect, but you can't ignore it,' Brinley said.

That's why Chrysler executives said they plan to give customers Dodge's best offering.

'The truck market is still the third largest market segment,' Accavitti said, 'and if you're going to be in this fight, you need your best dogfighting.'