Playing to its biggest market by far, FCA's truck division unveils its latest Texas-only Ram 1500 to the tune of a 1955 Billboard Number One hit by America's greatest sing-along artist.
Ram 1500's biggest market
You can say many things about the Lone Star State, but describing it as small isn't one of them. Going east to west from Beaumont to El Paso you'll cover 840 miles. North to south can be even further as the trek from Brownsville to Stratford is a staggering 875 miles. Not only are these distances considerable, but traveling within those confines often calls for a vehicle with substantial hauling and towing capabilities, as many Texans work construction, drill for and refine oil, farm and run cattle ranches.
So it doesn't take a rocket scientist (although you'll find them at the Johnson Space Center) to calculate why the Lone Star State is the biggest truck market in the U.S. with one out of five new trucks sold there (and where pickups account for 20 percent of motor vehicle registrations versus a 12 percent national average). In fact, Ram sells nearly two-and-a-half times as many pickup trucks in Texas as it does in the next-highest volume state.
Dodge recognized this trend as early as 2002, when it created the first Texas-only pickup, the Ram Lone Star edition. In 2014, what is now FCA's Ram Brand announced at the State Fair of Texas that it would partner with the Texas Rangers, the nation's oldest state law enforcement agency, to preserve and promote its history and heritage.
Recently, Ram announced another feather in its 10-gallon Stetson.
2016 Ram Yellow Rose of Texas edition
Taking its name from a song that's dear the hearts of many Texans (as well as a Billboard Number One hit by Mitch Miller in 1955), the Yellow Rose of Texas is the latest Texas-only addition to Ram's half-ton lineup.
Available in an exclusive Stinger Yellow color, the 2016 Ram 1500 Yellow Rose of Texas will be offered only as a crew cab version of the Ram 1500 Lone Star – itself an exclusive model to the Texas retail sales market. Basing it on the Lone Star edition was the obvious choice as it's by far the brand's best-selling model in Texas, accounting for nearly 40 percent of Ram half-ton sales. Since the Lone Star made its debut, Ram has sold more than 230,000 of the Texas-only models.
"Texas is truck country – Ram Truck country – and we're committed to building products that resonate with our customers," said Mike Manley, Head of Ram Brand - FCA Global. "The importance of the Texas truck market cannot be overstated. That's why the Ram Truck brand has worked year after year to deliver hard-working trucks that serve the communities across the Lone Star state."
The Ram 1500 Yellow Rose of Texas will go on sale in April 2016.
