Ram butts heads with the best

SCRIPPS NEWS | RICHARD WILLIAMSON - - -Monday, October 16, 2006

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.