A TRUCK THAT RIDES LIKE A CAR
You can read the market research data or just ask your friends who drive big trucks. Unless you hang out exclusively with people who work in construction or farming, they’ll admit most of the time the bed is empty. Some folks will take issue with that because full-size trucks were originally meant for work.
But that’s not the way it is anymore. People today buy trucks for all kinds of reasons that have nothing to do with hauling stacks of Sheetrock, and folks don’t have to justify any of them. If you’re still wondering why automakers are putting heated and cooled leather seats and 1,500-watt stereos in trucks, it’s because customers are asking for them.
No automaker has taken this modern market reality to heart more thanbefore High Country Chevys, back when Denali GMCs were leather, grilles, and an optional engine, Ford rolled the dice on a Platinum F-150. Ram, though, took the idea and ran with it, launching the Laramie Longhorn—replete with southwest-inspired embroidery and embossing and even seat-back pockets styled after saddle bags, with chrome buckles and all. Before that, Ram made the even bolder decision to junk the rear leaf springs in favor of smoother-riding coils and offer up a factory air suspension. Altogether, it’s paid off with several years of increased market share. With results like that, there’s only one way to go.
