Are ya chicken, pardner?
That’s a question some Texas automobile writers were seeking about a Ford F-150 and Chevrolet Silverado after America’s No. 1 and 2 best-selling vehicles skipped a annual Texas Truck Rodeo.
The 2019 Ram 1500 swept a awards for best full-size pickup, including a desired Truck of Texas endowment automakers love to exaggerate about in advertising. The Ram pickup line is Fiat Chrysler’s best-selling car and No. 3 in America.
“The clarity was, they knew they wouldn’t win and tucked their tails between their legs and ran,” one member of a Texas Auto Writers Association said.
Ram scored a initial win in what will be an heated awards deteriorate as a all-new Ram, Silverado and GMC Sierra contest for awards including North American Truck of a Year and Motor Trend Truck of a Year. Ford is also ascent an promotion and broadside debate to foster a F-150, that isn’t new this year though stays a country’s best-selling vehicle.
Automakers bring a eccentric awards as third-party validation in multimillion-dollar promotion campaigns that inundate a airwaves, imitation and a internet.
The Texas Truck Rodeo is a large understanding since about 25 percent of pickup sales are in Texas. Automakers emanate special-edition trucks to interest to a estimated one in 5 Texans who drives a pickup.
“Texas is a biggest marketplace for pickups,” Ram 1500 arch Engineer Mike Raymond said. “We see value in that.”
Chevy and Ford both contend they had other reasons to skip a event, during that 69 members of TAWA tested pickups and SUVs from 19 other brands.
Ram sweeps a field
A Chevrolet deputy pronounced a code strong on other events to deliver automobile writers to a 2019 Silverado. Ford pronounced it is “trying new, tradition programs to improved offer Texas media.”
Chevy skipped a eventuality final year for a initial time in some time, and Ford has been a unchanging participant.
The lorry rodeo consisted of 3 days comparing new vehicles and tip carryover models such as a absent F-150. The march enclosed off-roading on a sprawling plantation dotted with longhorn cattle and outlandish animals, and paved roads.
“Ford and Chevrolet are both foundations of a lorry industry,” pronounced TAWA member Tim Spell, one of a lorry rodeo’s founders, a former Houston Chronicle automobile editor and a columnist for a Motor Matters syndicate.
“Their participation would’ve been welcome, though I’m not certain it would have altered a outcome.”
In further to a altogether win as 2019 Truck of Texas, a Ram swept a full-size pickup awards and picked adult dual noticing a best technology:
- Best full-size pickup – Ram 1500 Limited
- Best heavy-duty pickup – Ram 2500 Power Wagon
- Best oppulance pickup – Ram 1500 Laramie Longhorn
- Best off-road pickup – 2019 Ram 1500 Rebel
- Best record – 2019 Ram 1500 Uconnect controls with 12-inch hold screen
- Best powertrain – 2019 Ram 1500 eTorque 48-volt amiable hybrid.
‘They’ve found a formula’
“Ram’s finished a unusual job,” pronounced TAWA member Nicole Wakelin, a freelance publisher who writes for a Boston Globe and others. “It’s a whole package: Fantastic interior, good record and good looks.”
Key facilities electorate cited enclosed a 48-volt amiable hybrid complement that improves performance and fuel economy and a 12-inch iPad-style hold screen.
The lush Laramie Longhorn model, that began a life as a special Western-themed indication for sale in Texas, also got regard for sum including leather that looks like a excellent saddle and distressed-wood trim hammered by an honest-to-John-Wayne branding iron.
“Who would’ve suspicion oppulance trucks would turn such a large deal?” Spell said. “Ram unequivocally understands that styling matters. They’ve found a formula.”
The Ram is competing with an all-new Silverado, with both anticipating to chip into a indomitable lead Ford’s F-Series binds in sales.
The subsequent rounds in a heavyweight pickup conflict of 2018:
- November – Motor Trend Truck of a Year
- December – Detroit Free Press Truck of a Year
- January – North American Truck of a Year
Follow Detroit Free Press automobile censor on Twitter @mark_phelan.