Divided mainly between Ford, GM and Chrysler, the American pickup truck market is flourishing at the moment, with Chevrolet and Ram trying to catch up on the Blue Oval. And while Ram's new 1500 is already an award-winning truck, the Auburn Hills brand is looking deep into the future for new ways of becoming number one in the segment.
Although it might sound crazy for some, Ram is considering an ultra-luxury truck that could sit above its range-topping pickup, the Laramie Longhorn Edition (starts at $44,585).
“I don’t even know where the ceiling is on the premium pickup truck," Ram CEO Reid Bigland told Automobile. "We don’t even know if that’s the ceiling or if we should go above that". While declining to offer actual details, Bigland added that such a truck shouldn't be enhanced by "frivolous" add-ons.
Whether such a Ram-badged truck will hit the market it remains to be seen, but the Chrysler brand is not alone in the surge for super-premium pickups. Last month, Chevrolet also said it's pondering a luxurious high-performance Silverado that could compete with Ford's SVT Raptor.
Story via Automobile
“I don’t even know where the ceiling is on the premium pickup truck," Ram CEO Reid Bigland told Automobile. "We don’t even know if that’s the ceiling or if we should go above that". While declining to offer actual details, Bigland added that such a truck shouldn't be enhanced by "frivolous" add-ons.
Whether such a Ram-badged truck will hit the market it remains to be seen, but the Chrysler brand is not alone in the surge for super-premium pickups. Last month, Chevrolet also said it's pondering a luxurious high-performance Silverado that could compete with Ford's SVT Raptor.
Story via Automobile