So at the Chicago Auto Show this week, Ram Trucks – a division of newly-renamed Fiat Chrysler Automobiles (FCA) – introduced a new “luxury-level” pickup truck trim dubbed the “Laramie Limited” package.
The new “Laramie Limited” trim will be available for: Ram 1500, Ram 2500 and Ram 3500 single- and dual-rear-wheel models; crew cab and so-called “Mega Cab” heavy duty configurations; four-wheel drive and two-wheel drive versions; and both short- and long-wheelbase models.
The Ram 1500 Laramie Limited luxury trim will be available in the second quarter this year as a 2015 model, while the Ram Laramie Limited 2500 and 3500 will be available in the third quarter as a 2016 model.
If you watch the presentation above by Bob Hegbloom, president and CEO of Ram Trucks, you’ll quickly understand why there’s so much fanfare about such “luxury level” trim packages in the pickup space – especially since most works fleets never go near such accoutrements.
Yet Hegbloom noted some startling facts: some 38% of Ram 1500 sales in 2015 were “premium-level” models, up from just 6% five years ago, while “premium” packages compromised a whopping 50% of its Ram 2500 sales last year. On top of that, Hegbloom pointed out that 44% of Ram 3500 HD purchasers spent over $60,000 on their trucks.
And that is why Ram is offering a new “black tie” trim level for its already-luxurious Laramie package – it’s merely following the money.
“Trucks are used more than ever today as a family vehicle, hard-working hauler, mobile office, and weekend getaway,” Hegbloom said.
"Among our greatest strengths is our ability to quickly react to customer demand," he added. "The new Laramie Limited trim is a perfect example of how Ram directly responds to customer input … by combining capability with refinement."
OK, so what kinds of things are offered with the “Laramie Limited” trim level? Here’s a list of just some this package’s exterior and interior features:
- A new “billet port grille” breaks from the long tradition of a crosshair styling with bold "RAM" lettering.
- Seven exterior color choices: Brilliant Black, Bright Silver Metallic, Pearl White, Red Pearl, Granite Crystal Metallic, Maximum Steel Metallic and True Blue Pearl.
- Body-color front fascia with fog lamps and a matching, painted rear bumper with select-colored Ram 2500 and 3500 Laramie Limited trucks come standard with chrome.
- Ram 1500 Laramie Limited models will feature an all-new 20-inch forged multi-surface aluminum wheel Heavy Duty models also feature a new multi-surface 20-inch fully-polished aluminum, six-spoke wheels.
- A new tailgate design fixed with a 20-inch-wide, bright chrome "RAM" badge. Premium tail lamps are equipped with 15 red LEDs and three red LEDs for the side marker.
- The interior offers a variety of leather-covered appointments all with “subtle” stitching accents, pin striping, unique materials and patterns.
- An all-black leather cockpit with rear flap-closure seatback map pockets borrowed from the Ram “Longhorn” truck series.
- A next-generation Uconnect system with navigation as a standard feature along with an 8.4-inch screen.
- Remote LED [light emitting diode] lighting is provided at the inside door handles, with a full-length light that illuminates the truck's multi-function lower map pockets, front and rear, combined with foot-well lights.
- Passengers get to enjoy solid Black premium Berber carpet floor mats, which are removable by using Liquid Graphite snaps, leaving a rubber, slush and mud-capturing mat with Limited badge.
Hegbloom noted during his presentation in Chicago that “the best luxury brands are distinguished by the details,” using as an example the “oak finish on premium aged whiskey that’s old enough to vote.”
A unique metaphor for a truck trim package he also described as “a black-tie level of luxury.”
Now we'll wait to see what customers think of Ram’s new Laramie Limited luxury package.