Automobile recently sat down with Dodge Ram’s brand CEO, Reid Bigland, who told the renowned magazine that Ram is potentially willing to test the waters of premium pickup trucks by possibly making a variant of the Ram that sits above the most luxurious version already, the Laramie Longhorn edition.
“I don’t even know where the ceiling is on the premium pickup truck,” Bigland reportedly said.
Ram is expressing interest because sales of pickups have reportedly shot up drastically. Even then, prices of pickup trucks have risen dramatically, including Ram’s current fully-decked out 1500 crew cab in the aforementioned Laramie Longhorn Edition.
Other automakers of pickups also have seemingly been vamping up their pickup offerings with luxury. For instance, Chevrolet revealed their Silverado High Country, GMC has their Sierra Denali, and even Ford has their King Ranch Edition. So there obviously is a trend. Whether Ram will follow the trend has yet to be determined. Though they are watching very closely.
– By: Chris Chin