Oct. 13, 2006
ON THE ROAD: Dodge Ram Butts Heads with the Best
By Richard Williamson
Scripps Howard News Service
Truck drivers are not without vanity.
Those in Texas want to believe that Dodge builds pickups just for them. So,
the factory in Fenton, Mo., slapped a "Lone Star Edition" badge on some
versions of the Ram 1500 to appeal to egos in the nation's top state for
truck sales.
Aside from the badge, Lone Star Edition features are available as options on
other versions, including 20-inch aluminum wheels, fog lamps, sliding rear
window and Sirius Satellite Radio. But the Lone Star package adds to the
panoply of options dealers can offer.
The stakes could hardly be higher this year, as Dodge braces for the
onslaught of the San Antonio-built Tundra pickup arriving in 2007. The
competition was stiff enough already with Ford's best-selling F-Series
pickup and a completely revised Chevrolet Silverado and GMC Sierra arriving
in the 2007 model year. Nissan, meanwhile, is gaining traction with its
full-size Titan built in Canton, Miss.
Dodge got off to a bad start in September as recalls for seatbelt and
air-bag concerns in the 2006 Ram sent sales plunging 32 percent. Full-size
trucks were already struggling in the aftermath of record fuel prices.
While Dodge dealers deal with recalls, the marketing folks are addressing
the pump perils, pitching the 2007 Ram 1500 as a "flexible-fuel vehicle"
with a 4.7-liter V8 engine that can run on E-85 ethanol fuel.
The higher-power Hemi engine uses a multi-displacement system that reduces
fuel consumption up to 20 percent by deactivating four of the eight
cylinders when less torque is needed in cruising conditions.
Four-wheel-drive also carries a fuel penalty, so Dodge designed the 4x4 to
disengage the front-axle driveshaft when operating in two-wheel drive, thus
minimizing the front-drive system's energy consumption.
While Dodge has tweaked the Ram for 2007 with new creature comforts and
attractive options such as remote starting, the truck retains the brawny
looks that arrived on the scene first in 1994.
The chrome, ingot-like grille's position over a huge front bumper should
intimidate anyone in oncoming traffic. Large headlamp modules encase
sparkling halogen bulbs that offer excellent illumination at night.
The emphasis in trucks this year will be in the interior, with General
Motors making significant upgrades in its Silverado and Sierras. The Ram's
upscale finishes include Maple Pommele accents on the instrument panel and
doors, chromed accents on the control knobs, and French-stitched leather
seats.
Parlaying its skill in ergonomics derived from the minivan, Dodge provides a
clean layout of the dash and instrument panel, with all switches and
controls within easy reach.
The Ram Quad Cab models have four standard doors and 60-40 folding rear
seats. For those who may not be satisfied with the somewhat limited legroom
in the back seats, Dodge offers its Mega Cab models that will satisfy
full-size crews.
Prices range from about $25,000 to $40,000 for the multiple configurations
available in the Ram. The Lone Star edition with a Quad Cab was base priced
at $27,740, rising to $32,450 with options.
Regular and Quad Cab models come with either a short or long cargo bed. Trim
levels include ST, SLT or Laramie trim. The SLT provides alloy wheels,
standard cruise control, cloth seating, keyless entry and power windows,
locks and mirrors. Laramie comes with features such as dual-zone automatic
climate control, leather seating, a power driver seat, a six-CD changer and
steering wheel-mounted audio controls. Options include a navigation system,
a rear-seat DVD-based entertainment system, upgraded audio, a Sport package
and a TRX4 off-road package.
From a base 3.7-liter, 215-horsepower V6, engine options rise to the
4.7-liter, 235 horsepower V8 and the 5.7-liter V8 Hemi rated at 345
horsepower and 375 foot-pounds of torque. The Hemi is standard on the Mega
Cab version and optional on the regular and Quad Cabs. Drivers can choose
between six-speed manual or five-speed automatic transmissions.
"Keeping in mind that more and more truck buyers use their vehicles for both
work and personal use, the 2007 Dodge Ram 1500 strikes a perfect balance of
comfort and refinement with exceptional capability," said Mike Donoughe,
vice president for the truck team. "The ride is refined while controlled,
the steering is taut, and the cab is quiet - all of which add up to a very
poised yet very durable and capable truck."
WHAT'S NEW: Fuel-efficiency upgrades, new options.
PLUSES: Power, comfort, utility, styling.
MINUSES: Rear-seat legroom, fuel economy, maneuverability.
BOTTOM LINE: Still iconic amid relentless competition.
Richard Williamson writes about automobiles for Scripps Howard News Service.
