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.[9] 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.[10] 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.