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Why Texas matters

by David Zatz on

Ford, Ram, and Chevrolet all make Texas-specific pickup trucks.

There are two great places to be an auto writer — Michigan and Texas. In Michigan, you’re close to the automaker and can get to know them. In Texas, the automakers covet your writers’ association award and will go to some lengths to win your vote — mainly in the form of participating in car and truck rodeos.

2012 Ram 1500 Lone Star 10th Anniversary Edition

Why is Texas so important?

More Texans drive pickup trucks than drivers in any other state; 19% of motor vehicle registrations versus 12% on average for the US.  Ram sells nearly two-and-a-half times as many pickup trucks in Texas as it does in the next-highest volume state.

Fortunately, Rams seem to last a long time in Texas.  They are the most long-lasting, or at least the longest-owned, trucks in the state, according to IHS Automotive.

Ram chief Mike Manley said, “It’s impossible to overstate the significance of the role Texas plays in the pickup truck segment,” and this is likely why. It’s huge for Ford and GM, too. All three automakers rely on truck sales.

2011 Ram Laramie Longhorn - The Truck of Texas

Mike Manley added, “The Ram Lone Star Edition is the original Texas truck… As the longest-lasting truck in Texas, there are literally millions of Ram pickups still on the roads.”

The Texas Auto Writers Association named the Ram 1500 Full Size Pickup Truck of Texas, and voted the Ram 2500 the Heavy Duty Truck of Texas — in both 2015 and 2016, despite newer competition from Ford and Chevrolet. In 2014 and 2015 alike, FCA took home more awards from Texas than any other automaker.

Hence, not only the Ram Lone Star, which has lasted since 2008, but now the Ram Lone Star Silver Edition.

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