#longhorn

It will surprise exactly no one to learn that a diesel engine option needs some sort of killer app in order to command the cash. Whether it’s power, towing capacity, or fuel economy matters not so long as it has some sort of advantage over its gasoline-powered brethren. Unfortunately for Ram’s EcoDiesel, the old engines were scarce on all three.

Being first to market is sometimes fraught with peril, but also has its advantages. Ram learned this in a number of different ways with its first couple of forays into the half-ton diesel game. Now that Ford and GM also have compression-powered arrows in their quivers, Ram is back with a third kick at the EcoDiesel jerry can.

This time around, it’s more than just a curious sideshow. This time around, it’s the first Ram EcoDiesel with a pulse.

Yet another special edition Ram pickup has landed for your trucking enjoyment. With the freshly renewed half-ton truck finally finding its way into showrooms, FCA is continuing to throw premium materials at its heavy-duty brother in an attempt to tide it over until an all-new machine bows for 2020.

Aimed squarely at wealthy cowboys who tow a lot of stuff, the 2018 Ram Heavy Duty Longhorn Ram Rodeo Edition (yes, the word “Ram” appears twice in its official title) is laden with leather, chrome, trailering gear, and badges the size of Texas belt buckles.

We’ve all taken a few chances in our lives. Whether it was jumping off the roof of a shed as a youngster or accepting that new job in a different town as an adult, most of us find there is very little reward without some risk.

Some 25 years ago, two brothers in our rural fishing community built a new vessel which explored the edges of legal length at the time, banking on future changes to regulations allowing them to use such a big boat in their type of fishery. The brothers, naturally, christened the boat Takin’ Chances, because if their gamble didn’t pay off, they’d be out a significant investment. Guess what? They gambled correctly and, with regulations changed in their favor, Randy and Ross went on to enjoy a great deal of success.

For 2019, Ram is also taking a few chances. With the deep-sixing of the truck’s mini-Kenworth styling and signature gunsight grille, the company has crafted a pickup that is arguably its biggest gamble since 1994.

Truck buyers are a notably finicky lot, often demanding the ability to personally spec their vehicles down to the microscopic level. Pickups used as tools will be deployed in a myriad of different ways based on customer needs, so it makes sense for manufacturers to offer them in a dizzying array of trims. Styling tastes have a lot to do with it, too.

With the addition of a Canada-only Sport model to the 2019 Ram 1500 lineup, the breadth of trims available on FCA’s new pickup rivals only that found at a good buffet restaurant. Take some of this, take some of that, and make up a lunch to suit your specific tastes.

America loves its trucks, perhaps to an unhealthy degree.

Domestic automakers aren’t complaining, as pickups are among the most profitable vehicles the companies can produce. Compared to cars, trucks are typically easier to manufacture, but fetch a higher price. Tack on costly options and the expensive trim levels the market seems to adore, and you’ve practically printing your own money.

Still, you might be surprised by the percentage of buyers springing for top-end variants of vehicles once loved only by construction companies, public works departments and landscapers.