Unifor lobbies FCA to build midsize Dakota truck in Ontario

Unifor is lobbying Fiat Chrysler Automobiles to build in Windsor, Ont., a vehicle the automaker hasn’t even confirmed, yet.

In an early-morning Facebook post Thursday, Unifor Local 444, which represents about 5,000 workers at FCA’s minivan plant, called on the automaker to build a midsize pickup at the factory.

Multiple U.S. media outlets say the company filed a trademark application for the name "Dakota," related to "parts for vehicles, namely, automotive exterior decorative trim," according to a U.S. Patent and Trademark Office posting.

Ram dropped the midsize pickup in 2011 after a 25-year run. 

“To be clear, Ram has *not officially announced its intention to launch a new Dakota just yet. However, while FCA *may have applied for a Dakota trademark to protect itself from others using the name, it does signal that the company may actually use the name in the coming years,” Unifor Local 444 posted on its Facebook page Thursday at about 1 a.m. ET. “If you want it built right, build it Windsor! It’s what we do!!”

FCA Canada wasn't immediately available for comment.

Unifor’s post comes just months before the union and automaker are scheduled to engage in contract talks, beginning in the fall.

FCA intends to cut one of three shifts at the plant, which currently builds the Dodge Grand Caravan, Chrysler Pacifica and Chrysler Voyager, another badge resurrected by Chrysler.

Ford and General Motors have both brought midsize trucks — the Ranger and Canyon, respectively — back from the dead.

Unifor has made it clear new product is priority No. 1 come bargaining.

FCA CEO Mike Manley said a year ago that the Ram team is "focused on solving a metric ton midsize truck solution for us because it's a big part of the portfolio and growth we want to achieve." 

At that time, it sounded as if the decision was coming down to how best to execute a platform for the midsize Ram pickup.

"Being able to find a cost-effective platform in a region where we can build it with low cost and it still being applicable in the market is what they're struggling with at the moment," Manley said. "I want that problem solved, frankly, because it's a clear hole in our portfolio. It will not be filled by Gladiator because Gladiator is a very, very different mission. Trust me, they're focused on it. We need to get it fixed soon."

However, suppliers told Automotive News last year that the midsize Ram pickup would be built in Toledo, Ohio, at the same plant where the Jeep Gladiator is produced. A release timeline is still uncertain. Automotive News previously forecasted the vehicle would be “new in 2022” while Motor Trend, in a story this week, said a new Dakota could arrive as early as the 2021 model year.