CHICAGO – Ram takes the wraps off the new ’15 Ram Laramie Limited, a pickup that raises the bar in a segment where consumers are willing to pay more for the latest features and high-end appointments.
Ram CEO Bob Hegbloom says the brand is increasingly pushing the upper limits of luxury in a pickup, noting the great success of its high-end offerings.
“Twenty percent of our (Ram 1500) sales now are Laramie and above,” he tells WardsAuto. “On a 3500 we’re at 50%. We have not yet found the top end.”
Hegbloom says some of Ram’s well-heeled customers aren’t concerned about a truck’s cost, as it often is the least expensive item for buyers who regularly tow top-end trailers.
Unveiled at the Chicago auto show here, the Laramie Limited, referred to as the “black-tie” alternative to the Western-themed Longhorn-edition pickup, is an attempt to give customers more of the luxury trappings they crave.
The exterior receives a number of upgrades, including a new billet grille that replaces the traditional crosshair style with the Ram logo.
Other features include a body-color front fascia with fog lamps and matching rear bumper. For added bling, an optional exterior package covers the front and rear bumpers in bright chrome.
A quad-headlamp design includes a bi-functional halogen projector system, while 15 amber LEDs illuminate the turn signals.
Along the sides, the Laramie receives chrome accent moldings with etched Limited mirrors, door handles, window molding and wheel-to-wheel side steps.
A new tailgate design comes with a large chrome Ram badge, while chrome accent strips adorn the base of the gate.
The Laramie is available in seven colors, including Brilliant Black, Bright Silver Metallic, Pearl White, Red Pearl, Granite Crystal Metallic, Maximum Steel Metallic and True Blue Pearl.
Seats come covered in black premium leather with gray leather piping and flap-closure seatback map pockets with Ram-embossed buckles.
A new double-stacked center console is topped with French-stitched leather and a Limited badge covering USB, auxiliary and 12-volt outlets.
Forward of the center console is a storage bin that houses a cellular phone and tablet holder that can be covered with a wood sliding door. The steering wheel also comes wrapped in leather, as do the A- and B-pillars.
The Limited’s instrument cluster boasts a unique modern font with white accent lighting to further differentiate the trim level. The instrument panel is topped with gray accent stitching and a Limited badge.
Front and rear door trim come layered with premium leather, as is the top of the door panel, which Ram says is uncommon in trucks.
The Laramie Limited will be available in Ram 1500, 2500 and 3500 single- and dual-rear-wheel configurations with either a Crew Cab or Mega Cab, the latter offered only in heavy-duty models.
The pickup goes on sale in the second quarter, with pricing to be announced closer to launch.
“When you ask how high is high, I don’t know if we’ve seen the high end,” Hegbloom says. “You have to keep pushing the envelope.”
