Ram Considering Luxury Truck Above Laramie Longhorn
There was a time when the term “luxury pickup truck” seemed like an oxymoron, but premium pickups are in high demand these days.
Which is why Ram CEO Reid Bigland isn’t hesitant to say that the American automaker isn’t quite sold that the Laramie Longhorn is the ceiling for the market. Priced at over $50,000 for a well-equipped model, the Laramie Longhorn Edition Ram pickup might not be the most expensive pickup Ram has to offer for long.
According to Bigland, Ram 1500 crew cab sales were up 63 percent in May and Bigland isn’t even sure “where the ceiling is on the premium pickup truck.”
Unfortunately he didn’t go into details on what a super-premium pickup truck would entail, but did mention that the automaker would have to be careful that the additional options weren’t just “frivolous.” Regardless, other automakers have seen a growth in the premium truck market and has reaped the benefits by outfitting their models with luxurious interiors and flashy exterior accessories.
In addition, the Ram brand is looking to expand into the commercial truck market. The American automaker will be importing the smaller Fiat Doblo to compete with the Ford Transit Connect, while the Fiat Ducato-based ProMaster launches within the next three months.
[Source: Automobile]
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Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at AutoGuide.com saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.
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Rather than a souped-up 1500, RAM should build a 2500 or 3500 Camper's special. These would have the same options as the Laramie but a few changes which would make them more usable for the RV and off-road group of enthusiasts. Build up the frame and suspension so it will support the heavy loads of fifth wheel trailers and truck campers. Change the bed so it is made of thicker metal which won't bend when you put your finger on it. Improve the towing capacity and have options for increasing the load capacity in increments of one to tow thousand pounds above the standard set-up. Add tool boxes under the sides with lockable latches. Provide improved handling by using heavy duty tires which are rated at 3,900 pounds each and/or an option to buy the truck equipped with the 19.5" commercial wheel and tire. Make these Camper specials in the Quad Cab configuration with a tighter wheel base than the crew cab or other long bed trucks. (When I lived in Europe twenty years ago, most vehicles had a very small turning radius. The Mercedes front wheels could almost be turned to 80.) These vehicles should be available in either single or dual rear wheels and, of course, 4x4. A second design would be the work truck. Work trucks are designed to be used. The current box is almost worthless since it will easily dent if bumped by a block of wood or a 2x4. I know many people who replace the boxes with flat beds or self-designed boxes so they don't need to worry about denting the box. I know the fuel mileage will drop a little, but these are "special purpose" vehicles and most buyers are not as concerned about the mileage as others who only use the truck as basic transportation with a hauling capability.
How about spending some of that money your making off of these trucks and make them more useable 1st. Start with a long bed on the mega cab.