What should you do when a truck-marketing manager tells you "now is a great time to launch a new full-size truck?" Well, other than urge him to immediately seek professional help, you just smile and nod and run to the nearest exit. But actually, in the case of the new 2009 Dodge Ram, the guy has a point.

When the price of gas nosed over $4 a gallon earlier this year, sales of big trucks and SUVs plunged, and critics of the genre literally danced in the aisles because they thought the "un-green" beasts were headed for oblivion. Turns out their celebrations are a trifle premature. True, many weekend warriors bailed, but they never used the trucks for the purposes for which they were originally intended—hauling stuff. Hunters and fishermen need vehicles that can hold a lot of gear and tow trailers and boats. That said, they would certainly appreciate an improvement in fuel economy, but not if it truly compromises the performance they crave.

In that area, Dodge engineers tried to achieve the modern equivalent of the alchemist's dream of turning lead into gold by boosting the fuel economy numbers of the 5.7-liter HEMI V8 4x4. The engine is the crown jewel of the line, and 65 percent of Ram buyers opt for it. Dodge knows it has to come up with ways to enhance its appeal to a newly fuel-conscious buying public, and touting improved fuel economy is a great circus barker's pitch. But there's a catch. Though the 2009 EPA fuel economy figures for 4x4 HEMI models do show improvement, some buyers will no doubt feel that 1 mpg is hardly something to crow about.

And yet, the revamped engine does produce more power and torque while using less fuel. The engine benefits from the fuel-saving Multiple Displacement System (MDS), which lets the engine run on four cylinders when less power is needed, as well as variable valve timing and reduced-restriction exhaust and induction systems—all of which help increase operating efficiency.  

Another way Dodge helped the fuel economy of the big V8 was by improving aerodynamic performance (through a sleeker design) and decreasing the weight of the truck. In the rear, the tried-and-true leaf-spring suspension system has been scrapped in favor of a coil-spring suspension (it still uses a solid axle) that greatly improves the handling of the truck when you ride with an empty bed. It also weighs 40 pounds less than the unit it replaces—and when you're scrounging for fuel economy, every ounce helps.

Having driven the truck, I can attest that it does ride much smoother, especially when going over bumpy offroad trails. I tried (at a semi-reasonable speed) to get the rear end to unlock while offroad, but it stayed planted on the ground. The new rear suspension not only makes the ride much more comfortable, it improves offroad handling as well.

The model of most interest to outdoorsmen will probably be the new Crew Cab. Though Crew Cabs captured only 20 percent of total truck sales in 2002, last year they accounted for nearly 50 percent of the total, so clearly it's a growth segment.

The Ram Crew Cab features the new Rambox cargo management system, which consists of a pair of weatherpoof, lockable illuminated storage bins (with drains) that run the length of the bed, an adjustable bed divider/extender that not only keeps gear from sliding around in the bed, but fits on the lowered tailgate to add 2 feet of storage length, and a cargo rail system with sliding adjustable cleats for tie-downs. The storage bins are a great idea and provide lots of room for accessories such as tackle boxes, hunting vests and packs, decoys, muddy boots and waders, ammo, and the like.   

The base-level engine is a 3.7-liter V6 (215 hp, 235 ft.-lbs. torque). The optional 4.7-liter V8 boasts 310 hp and 330 ft.-lbs. torque, and the 5.7-liter HEMI churns out 390 hp and 407 ft.-lbs. torque. The top towing rating remains 9,100 pounds. 

The 2009 Dodge Ram will be offered in two-wheel- and four-wheel-drive versions, in regular cab, Quad Cab, and Crew Cab, in three box lengths, with five trim levels: ST, SLT, TRX, Sport, and the top-of-the-line Laramie. Prices start at $22,170 for the regular cab V6 4x2 and top out at $44,140 for the Laramie Crew Cab 4x4.