Saddle up, pardner, a new Ram’s coming to the old town road. Fiat Chrysler’s Ram brand is adding a special Southwest Edition of its popular 1500 Laramie full-size pickup in Texas and neighboring states.
Prices start at $45,380, plus a Texas-size $1,695 destination charge. Sales begin in the second quarter of this year.
The Laramie Southwest Edition aims to offer cowboy flair at a lower price than the top Laramie Longhorn, which drips wood and leather trim.
Special editions of pickups are a popular and profitable sales tool for the Detroit Three. Pickup buyers spend lavishly on custom features and models with more style and extra features.
They’re among the reasons full-size pickup buyers are among the most loyal in the auto industry.
Stimulus checks:What we know (and don’t)
Ram already makes a Lone Star edition that’s its top seller in Texas.
“For nearly 20 years, Ram has recognized that Texas and America’s Southwest are the center of the truck universe,” said Mike Koval, interim Ram brand chief. “Ram was the first manufacturer to offer a Texas-exclusive model. Our new Ram Laramie Southwest Edition adds the segment’s best combination of performance, capability, luxury and technology.”
Notable Southwest edition exterior features include:
- Body color bumpers, moldings, mirrors and grille surround
- Polished 20-inch wheels
- Power running boards
The truck is loaded with standard features:
- 12-inch touch screen
- The latest version of FCA’s Uconnect infotainment system
- Blind-spot and cross-traffic alerts
- Automatic high beams
- Dual-pane panoramic sunroof
- Trailer brake control
- Front and rear parking sensors
- Automatic rear braking
- Remote tailgate release
- Rain-sensing wipers
The Southwest Edition is available with two four-door cabs: Quad cab and the larger Crew cab. Other choices include front bench or bucket seats, the full range of Ram drivetrains and either a 5-foot-7-inch or 6-foot-4-inch bed.