Ram teases a 'new force' coming May 10

May is shaping up to be truck month. The 2024 Ford Ranger and Ranger Raptor hit May 10, the 2024 Toyota Tacoma debuts May 19, the 2024 Chevrolet Colorado ZR2 Bison and 2024 Range Rover Sport greet the public on May 31. A nine-second clip on Ram's social media channels informs us there's more on the way, and that Ram aims to swindle some of Ford's thunder. The teaser starts with a low flyover of a desert area beset with vehicle tracks and a sandstorm, then cuts to a closeup of someone looking through a pair of binoculars and a second of some Predator-like alien sound. That person is looking at the storm, and when we cut back to the storm and zoom in, a pair of headlights and a hard-revving engine are racing toward us. The caption at the end reads, "A new force is landing," followed by the date.

May the 4th, the date of the tease, is Star Wars Day — a play on "May the force be with you." We suspect that's where the connections to the movie franchise end. We had fun with a Dodge Charger painted like a stormtrooper helmet to hype Episode VII: The Force Awakens, but we don't believe Ram's making a Star Wars-themed truck.