Ford and Ram Win in Texas Truck Awards
Words and Photos by Sue Mead for PickupTrucks.com
While the Texas Hill Country temperatures were moderate, the competition was hot during the 17th Annual Texas Truck Rodeo, sponsored by the Texas Auto Writers Association.
That’s no surprise when you consider the Lone Star State boasts the largest pickup market in the U.S. and every truck maker covets the awards garnered at this two-day shootout. In fact, new special-edition models are built specifically for Texas buyers, and an ever-growing number of manufacturers, their truck teams and their new models show up for this annual rite of passage, where pickups go head-to-head over rough terrain that includes rock climbs, water crossings and a variety of off-road ranch track.
This year's Truck of Texas was the 2011 Ram 1500 Laramie Longhorn. The Laramie Longhorn is the highest-luxury trim for all Ram trucks. It debuted last month at the 2010 State Fair of Texas.
"The Ram Truck Brand is honored to be recognized by TAWA as Truck of Texas," said Fred Diaz, a native Texan and president and CEO of Ram Truck Brand and head of national sales for Chrysler Group.
"Given all of its iconic Southwestern design cues, nothing says real Texas Truck like the Ram Laramie Longhorn," Diaz said. "The Texas Auto Writers felt that we got it right. The Ram Laramie Longhorn captures the true spirit of Texas and the Southwest, which appeals to people all across America."
Ford's entire stable of trucks was named the Truck Line of Texas.
"The auto writers in the world's biggest pickup market know firsthand what attributes matter most to customers who count on their trucks to get the job done every day," said Mark Fields, Ford's president of the Americas. "We are honored that TAWA recognizes our full line of trucks as important to customers in their state and around the country."
"When we set out to do a new truck program and set our objectives, we also set our sights on three awards; the TAWA Texas Truck Rodeo awards is one of them," said Doug Scott, Ford’s truck marketing manager. "We know from experience it is meaningful because it means so much to the consumer. We use our awards heavily in our ads, and it helps us attract new customers."
Every October, the 40-plus members of the Texas Auto Writers Association gather the latest herd of full-size pickups, SUVs and crossovers to compete in the Texas Truck Rodeo. Think of it like the Grammy Awards, where different genres of music get their own award, like Best Country Album or Best Rock Album, but the top winner is awarded Album of the Year.
In the Texas Truck Rodeo, Full-Size Pickup Truck of Texas designates a specific class, as do Crossover of Texas and SUV of Texas, while Truck of Texas is considered the highest honor of all the vehicles TAWA tested.
Notable at this year’s event was the increased number of high-end and limited-edition models from Ram, General Motors and Toyota, joining Ford’s King Ranch and Lariat models, which make up 60 percent of Ford’s pickup sales in Texas.
"Coming to the TAWA Truck Rodeo is dual purpose: to make sure all of the journalists understand our product and for our Ford staff to hear more about the voice of the customer," Scott said.
"The venue we had at the Knibbe Ranch is a real Texas setting, and it's the perfect location to say trucks and Texas, because they're synonymous," explained TAWA’s president, Mike Herzing, referring to the 22,000-acre cattle ranch in Spring Branch, Texas, near San Antonio.
2010 Texas Auto Writers Association Truck Rodeo Winners
Truck of Texas: 2011 Ram 1500 Laramie Longhorn
Truck Line of Texas: Ford
Full-Size Pickup Truck: 2011 Ram 1500 Outdoorsman Crew Cab 4x4
Mid-Size Pickup Truck: 2011 Toyota Tacoma Double Cab 4x2 Texas Edition
Luxury Pickup Truck: 2011 Ram 1500 Laramie Longhorn
Heavy Duty Pickup Truck: 2011 Ram Power Wagon Crew Cab 4x4
Outstanding Feature: Ford /My Ford Touch

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