The two truck companies in America are:
Ford and Chevrolet.
While the good folks in Auburn Hills may note a certain brand missing from that short list, General Motors marketing chief Joel Ewanick believes his company and the Blue Oval are the only two truck builders worth mentioning.
In a chat with Jalopnik, Ewanick said that “the two big players are Ford and Chevy” and then added that it’s like a presidential debate, saying, “We want to have it with the other strong candidate—and we want to engage them and want them to engage us.”
Not “other strong candidates,” but the singular version. Candidate.
Going on numbers alone, his argument makes sense. The Ford F-Series sold 584,917 trucks in 2011. The second-place Silverado scored 415,130 sales. The rest, including the Ram, Toyota Tundra and Nissan Titan, didn’t even come close.
But does the Ram deserve to be relegated to the minor leagues while Ford and Chevy duke it out in the majors? Not according to the 2012 Ram Laramie Limited.
The luxury truck’s exterior gets big alloy wheels and chrome accents, while inside, there’s full-leather seating, piano-black interior components, deep Berber carpets, heated seats, a heated steering wheel, unique gauges, LED ambient lighting, navigation and more. According to the press release,
Ram Laramie Limited’s gauge cluster is accented with pad-print chrome rings that share the high-end appearance of a gentleman’s watch and include the imprinted message: “Designed in Detroit.”
That’s where things go a bit far, I think. Detroit isn’t exactly the essence of luxury these days. That little inscription might be appropriate and pride-inducing on a Challenger, but if Ram wants to appeal to the luxury set, selling Detroit’s image isn’t the way to do it.
Still, the 2012 Ram Laramie Limited is a beautiful truck and deserves to play in the major leagues. The truck debuted at the Chicago Auto Show yesterday and will go on sale later this year.
Which truck would you buy: F-Series, Silverado, Ram, Tundra or Titan?