text: Second generation (1994; BR/BE) The second-generation Dodge Ram began development in 1986. The original concept, dubbed the "Louisville Slugger" by Chrysler's Advanced Packaging Studio, was to be a modular platform that would accommodate a full-size truck and full-size van, which would have provided a roomy cab and cargo bed. The modular design was scrapped in 1987 and was replaced with a more conventional truck design when the design was moved to the American Motors design studio. The more conventional design, dubbed "Phoenix", was originally scheduled for a 1991 production; when Bob Lutz showed it to the new styling designers, chief designer Phillip E. Payne told him, "It looks like nothing more than a rehash of everybody else's truck." At that, Lutz told him he had six months to come up with something better. The exterior styling of the truck that was eventually released was the result of design concepts by Payne during 1988–1990. A review by the Dodge pick-up truck studio designers felt that modern pick-ups looked "too flat and sedan-like", while the early 1950s Studebaker pick-up and the semi-trailer trucks had just the right "macho" look to them. The design included a big-rig-style front end and a large grille that was deemed risky at its introduction, but ultimately proved popular with consumers.
  Debuted on January 5, 1993, at the North American International Auto Show and going on sale on October 1, 1993, the redesigned 1994 Ram was a sales success and was named "Truck of the Year" by Motor Trend in 1994. Sales increased from 95,542 units in 1993 to 232,092 in 1994, 410,000 in 1995, and 411,000 by 1996. The latter third year, it was prominently shown as the hero vehicle in the film Twister. Sales of this generation peaked at just over 400,000 in 1999 before declining against the redesigned Ford and GM trucks. By 2001, Ram sales figures trailed those of Ford and GM trucks.