Ram Understates the Premium End With the Laramie Limited

Dodge's truck brand Ram is at it again with another new trim package for the full-size Ram trucks. Last year they worked on their lower end with truck packages like the Adventurer, Tradesman, and Tradesman HD. Now Ram is starting off 2012 by catering to the other end of the spectrum with the new Laramie Limited.

Debuting next month at the Chicago Auto Show, the Ram Laramie Limited will compliment the top-of-the-line Laramie Longhorn that Chrysler has had on the market for over a year. Where the Laramie Longhorn is aimed to be a bit brash and boastful, the Laramie Limited will go for a more understated appearance.

So on the outside this Ram goes for the quiet cool by pulling off all the extra badging. This means no HEMI or Cummins logos anywhere on the exterior, and the Ram insignia only appears in the crosshair grille and the tailgate.

RAM 1500 Laramie Limited shares 20-inch forged aluminum wheels with the Ram Laramie Longhorn. Polished surfaces are accented with painted silver pockets (HD models get 17-inch wheels.)

The wheels stand out more on this truck because the package replaces some chrome with more color. The Ram Laramie Limited gets a body-color front fascia with fog lamps and a matching painted rear bumper (1500 only). It wouldn't be a truck without a little bling, so there are chrome accents on the body-side molding, mirrors, door handles and tubular side steps.

Inside the understatement continues. Just like the Longhorn, the Limited features a full leather interior with contrast stitching, but the seats in the Limited don't bother with the big badging or bolo tie seatback pockets. The Longhorn's wood trim is replaced with piano black accents in the Limited.

The Limited does keep plenty of the Longhorn's other interior features including navigational radio with backup camera, LED accent lighting, heated steering wheel, and heated front and rear seats. A feature that is so far unique to the Limited is the gauge cluster that with pad-print chrome rings designed to be reminiscent of a premium watch. This is special because it also carries the message "Designed in Detroit" imprinted on the panel.

Fred Diaz, President and CEO, Ram Truck Brand has a very PR-friendly explanation on why Ram needs another trim package at the top of its food chain. "The Ram Laramie Limited customer is going to be involved in some sort of motor-sport activity. Whether they're towing a ski boat, a race-car hauler, motorcycles or snowmobiles, they're looking for comfort and class and an expressive way to carry their crew and their gear."

So, it seems Ram wants the distinction to be the Laramie Longhorn is for the well-to-do rancher, and the Laramie Limited is for the motocross superstar.

Ram Laramie Limited package will be available in almost every configuration that Ram offers: 1500 (1/2-ton), 2500 HD (3/4-ton) and 3500 HD single- and dual-rear-wheel (1-ton); Crew Cab and Mega Cab; four-wheel drive and two-wheel drive; and short- and long-wheelbase models. The base engine for the 1500 truck will be the HEMI 5.7-liter V-8 making 390 hp and 407 lb-ft of torque, and the Cummins diesel will be available on the HD models.

The Laramie Limited will be in Ram dealers this spring. While pricing has not yet been announced, expect the Limited to run close to the Longhorn's base price, which is north of $43k.