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Ram Laramie Longhorn named “Truck of Texas” by Texas Auto Writers

by Bill Cawthon on

2011 Ram Laramie Longhorn - The Truck of Texas

The new 2011 Ram Laramie Longhorn today was named “Truck of Texas” by the Texas Auto Writers Association (TAWA). Truck of Texas is TAWA’s top honor, and is earned over the course of a two-day “Texas Truck Rodeo” organized by the professional journalists’ group.

“The Ram Truck Brand is honored to be recognized by TAWA as Truck of Texas,” said Fred Diaz, CEO of Ram Truck brand and a native Texan. “Given all of its iconic Southwestern design cues, nothing says ‘real Texas Truck’ like the Ram Laramie Longhorn. The Texas Auto Writers felt that we got it right; the Ram Laramie Longhorn captures the true spirit of Texas and the Southwest which appeals to people all across America.”

Ram Trucks swept every category they entered, while TAWA’s top non-pickup truck prize — “SUV of Texas” — awarded to the all-new 2011 Jeep Grand Cherokee.

Judging by the 40-plus TAWA members occurs over two full days of on- and off-road vehicle evaluation. Consideration is given to everything from exterior styling and off-road capability to the entrant’s overall utility, value and fuel efficiency.

Fifty-seven pickup trucks, SUVs and crossover vehicles were entered in this year’s event.

“Ram’s new Laramie Longhorn edition proved itself in the toughest truck market in the nation this weekend. This new edition shows that Ram tough DNA can be both capable and comfortable,” said Michael Herzing, TAWA President. “Some of the added touches like the leather saddle bags and other Southwest details are uniquely Texan but appeal to everyone. You’ve got to love how tough it is and how comfortable it is, especially if you’re in a truck all day, like many Texans.”

TAWA’s competition names three overall winners, including Truck of Texas, SUV of Texas and Crossover of Texas, along with 12 additional categories.

“Texas accounts for about 17 percent of the total U.S. pickup market – that’s why we always call it the center of the truck universe,” added Diaz. “The Truck of Texas award is very prestigious, and we are proud that the Ram Trucks swept every category they entered. We’ll wear these honors with great pride.”

Ram Truck and Jeep category wins included:

Full-Size Truck of Texas — Ram 1500 Outdoorsman
Heavy-Duty Truck of Texas — Ram Power Wagon
Luxury Truck of Texas — Ram Laramie Longhorn
Mid-Size SUV of Texas — Jeep Wrangler Unlimited Sahara
Full-Size SUV of Texas — Jeep Grand Cherokee Overland

The Ram Laramie Longhorn was shown for the first time Sept. 23, 2010 at the State Fair of Texas in Dallas. Ram Laramie Longhorn is the most luxurious truck ever produced by the Chrysler Group, and is designed for the owner who needs a truck for work or play, but won’t settle for anything but the finest quality and refinement. Inside and out, Laramie Longhorn is loaded with remarkable features and design cues from traditionally handcrafted, time-tested wares, such as the antique pocket watch, a horseman’s saddlebags, a collector’s-grade shotgun or fine furniture.

Ram Trucks, the reigning champion for “Heavy Duty Pickup Truck of Texas,” entered the Ram Power Wagon to defend the title. This truck is the most capable factory-equipped off-road-ready pickup truck on the road and never backs down from a challenge. It’s loaded with an off-roader’s wish list of premium parts including class-exclusive electronic disconnecting sway bar, Bilstein shocks, 33-inch BFGoodrich off-road tires, underbody skid plate protection, 4.56 axle ratio for hill climbing, and a custom-built Warn 12,000-pound winch accessible through the front bumper. Simply put, the Ram Power Wagon can conquer anything in its path like no other truck on the market. There’s not a more capable off-road truck. Period.

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.

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