Ram's best strategy would be to stay in the same price range. Thats what has sold so many trucks for them... the price/value. I grew up GM, but when looking at trucks the price is what brought me to Ram, couldn't pass up on the product for the price. I know soooo many people who did the same. If they raise up the price, they start competing head to head with Ford and GM in the $$ catagory. When I shopped, a loaded F150 Platinum (they now have their Limited at the top) compared directly with a Ram Limited. Both felt similar in feel and quality and such. The Ford msrp'd $10,000 more. And each trim level comparison down the ladder reflected a similar % price gap. In Canada this strategy has worked to plaster trucks all over the roads for Ram, I would hope they stay the coarse.