Ram Truck is doing something new at this year's Chicago Auto Show. In addition to giving us a first look at the new Laramie Limited package, Ram is offering a rather rugged and extensive ride-and-drive event.
Show-goers can ride along (no unauthorized personnel behind the wheel) as the Ram 1500 hauls, climbs, navigates and out-punishes a series of closed-course obstacles. Some of the trucks are empty, while others are carrying more than 1,000 pounds in the bed. This is a first for Ram, though Jeep has been doing this type of indoor course for several years.
The gloss black Laramie Limited 1500 seemed to draw a lot of attention, but we couldn't tell if the truck itself had anything to do with it. If you recognize the model below (she didn't remember us), it's because she's been with the Ram display for the past several months, answering questions about Ram trucks at auto shows in Los Angeles, Detroit, Philadelphia and soon Cincinnati.
The Laramie Limited is the only model in the lineup that doesn't have any Ram 1500 badging or trim package labeling on the side of the truck. We like the cleaner look. The first Laramie Limited models will come off the line by mid-April as 2013 models and will come standard with the spray-in bedliner.
The Laramie Limited package is the only "non-western" premium option package offered on more than a half-ton (assuming you don't count the Denali). The King Ranch interior is the only Ford premium interior offered on the Super Duty; it does not offer the Platinum Package on anything above the F-150. However, if the take rate continues to climb for these types of packages, we assume it's only a matter of time before we see change.
As a final note — and at the risk of spreading untruths — we hear there might be something coming from Ram Truck at the New York International Auto Show in April. We'd guess this might be the last we see of a Dodge logo (shown below on a Mossy Oak edition) on a Ram truck.