Ram Moves Upscale

Those who run Chrysler's new Ram brand deciding that there's a market for pickup trucks that are even more upscale than their current top-of-the-line Laramie trim. 

"We decided it was our turn to have a great luxury market truck," said Ram Brand CEO Fred Diaz.  "That's our Laramie Longhorn edition."  

Diaz, speaking to WWJ AutoBeat Reporter Jeff Gilbert from the Texas State Fair, where the Ram Laramie Longhorn made its public debut.  It will go on sale early next year.  The price will be announced closer to launch date. 

(Ram Brand CEO Fred Diaz talks with WWJ AutoBeat Reporter Jeff Gilbert) 

"It's a luxury truck designed for our luxury buyers," said Diaz.  "As we looked at our truck sales, we saw that 25 per cent of our truck sales are the Ram Laramie." 

Chrysler executives may have also seen very strong sales of Ford's luxury pickups, the Platinum and King Ranch editions of the F-series pickups. 

Like those pickups, the Ram Laramie Longhorn will have higher end leather, plus accents that make it feel more like a luxury vehicle than a work truck. 

There has been a growing market for those who need the capabilities of a pickup, but want the amenities of a luxury vehicle. 

"It's definitely somebody who still wants power and performance, likes driving a pickup, needs to drive a pickup because they may tow a really nice trailer, a horse trailer," said Diaz.