Deep in the heart of truck country at the 2018 Houston Auto Show, Ram unveiled its latest attempt to sit on top of luxury truck sales—the 2019 Ram 1500 Laramie Longhorn. Adorned with numerous southwestern styling touches and accents, the Laramie Longhorn once again raises the bar on country styling and puts the other truck makers on notice. Ram is gunning to offer the best cowboy-trim pickup anywhere.
The Laramie Longhorn builds on the new truck with several unique items, including standard 20-inch wheels and a healthy dose of chrome and badges.
At the front of the truck, Ram designers created a new billet grille to distinguish the Laramie Longhorn from the top-tier Limited trim. They also surrounded the RAM lettering and adaptive LED headlights with chrome. Laramie Longhorn badges rest on the doors, with one more badge on the tailgate for good measure.
The trim really shines inside the cabin. Ram designers used a burned wood to accent the doors, steering wheel, and dash near the glovebox. There are also multiple uses of the Laramie Longhorn badge on the floor mats and seats, while a branded stamp into the burned-wood upper glovebox door adds a final reminder of the trim. On the center console rests one of the largest Laramie Longhorn badges, its color mirroring the browns used throughout the cabin. Other unique touches are the full-grain, hand-stitched, 100-percent leather used on the seats, armrests, door panel coverings, steering wheel, and the dash.
“You don’t have to chase this truck down to brand it,” Head of Ram Brand, FCA North America Jim Morrison. “This truck uses authentic materials to really give it a southwestern feel,” Morrison says. “The textures and color scheme add to this even with the 12-inch infotainment screen setup to match the color and feel of the truck.”
The unveiled truck sported a two-tone RV Match Walnut Brown color scheme with white on top and brown running the length of the bottom third of the truck. This color scheme is meant to match up with several RV models on the market. It is also unique to the Laramie Longhorn package.
This package is exclusive to crew cab pickups equipped with either the V-8 Hemi or eTorque V-8 Hemi mated to an eight-speed transmission.
Morrison says all the luxury materials used in the Laramie Longhorn are exactly what their customers are asking for. While it remains to be seen just how much customers will love it compared to the rest of Ram’s lineup, previous sales suggest it could be as high as 10 to 15 percent of Ram’s half-ton trucks.
Pricing will be announced closer to launch in March, and Morrison expects this trim will be available when the trucks hit the dealer lots.
YouTube: 2019 Ram 1500 Laramie Longhorn feature with Ryan Nagode by FCA North America