This one's for you, Texas.
FCA’s truck brand visited Texas today to give the Lone Star state a present. At the Dallas Auto Show, Ram revealed its newest Lone Star, a Texas-only trim level that combines the equipment of the Big Horn trim with the ego-stroking goodness of a Lone Star badge. However, Ram said its 1500 Lone Star edition is less about sticking rhinestones to the tailgate of its newest truck than it is about recognizing just how important Texas is for Ram's success—and that of the pickup market at large.
“If you stood outside the Ram 1500 manufacturing plant and counted the trucks coming off the production line, about every fifth truck goes to one state, Texas, and that's huge,” said Ram product communications manager Nick Cappa in an email to Cartownhack. “Ram was the first truck manufacturer to recognize the importance of a Texas dedicated trim level and launched the Ram 1500 Lone Star model to its lineup in 2002.” Ram’s recognition of Texas has made the 1500 Lone Star edition the brand's top seller in the state as prideful Texans gobble up the trucks built just for them.
The tactic was such as success that Ram extended the Lone Star branding to its 2500 and 3500 series heavy-duty pickups. And since 2002, every other pickup manufacturer has followed suit in some way or another—though many other “Texas edition” pickups are dealer-installed packages. For 2019, the Ram 1500 Lone Star includes bright bumpers front and rear, chrome door handle accents, a bright-finished grille, 18-inch aluminum wheels, fog lights, and a leather-wrapped steering wheel with mounted audio functions. The Lone Star is available with four interior trim levels, bench or bucket front seats, and two monochromatic appearance packages called “Sport” and “Black.”
Available in 4x2 and 4x4 drivetrains with Crew and Quad Cab configurations, Ram will initially sell the Lone Star with the 5.7-liter HEMI V-8. The eTorque hybrid V-8 will also be available at launch, but you'll have to wait for 3.6-liter Pentastar V-6 with eTorque, which will arrive later in the year. Ram's newest Texas edition truck goes on sale in the first quarter of this year. Pricing has not yet been announced.