The announcement of the Laramie Longhorn Edition at the Texas State Fair has made Ram the latest American pickup manufacturer to offer a deluxe model at a premium price. Can it steal the thunder from the established luxo-truck market?
The Longhorn Edition’s upgrades, which are available across the full-size pickup lineup (1500, 2500, and 3500 models), are intended inject style and prestige into an otherwise ordinary truck. In our yearlong test of a 2009 Dodge Ram 1500, we marveled at the leap “from worst to first” in interior quality, and deemed the Ram our pick for a comfortable, commodious workhorse.
Rounding out the luxurious upgrades featured on the Longhorn Edition, around a Texas-based theme, is premium leather with exposed stitching, two-tone exterior paint, and longhorn-themed logos throughout. It will compete directly with the likes of the GMC Sierra Denali and Ford F-150 King Ranch, which has proven as popular at the job site as in a suburban driveway.
But which one stands at the top? Can Ram’s most luxurious Ram knock its two major rivals off the podium? Will it cause the luxury pickup market to step up its game? Or does the Longhorn Edition, which will go on sale in the first quarter of 2011, fail to go beyond the likes of an appearance package?
Today’s Snap Judgment:
Which luxo-pickup is at the top of the heap?
Let us know what you think in the comments section.