Of all 50 states, Texas has one of the most distinct identities. From cowboys and western wear to rodeos, ranches, and pickup trucks, these are all things associated with the Lone Star State. Pickups are also important for auto manufacturers. In fact, one in six pickup trucks — about 17% — are sold in Texas.
Being such a large market, Ram looks to Texas for inspiration and even offers Texas-only trims. I visited the Fort Worth area to get a first-hand look at how Texan culture influences the Ram brand and its trim levels.
Ram Changed the Pickup Paradigm 30+ Years Ago
Ram changed the pickup paradigm in 1994 by introducing a radically new pickup truck design. It was bigger and more modern than anything else on the market. That shift ushered in a new era of pickups. Brant Combs, Ram’s Model Line Manager for Truck and Commercial Vehicles, stated that before this shift, truck buyers had a utilitarian pickup for work and a sedan for other driving duties.
But in ’94, the market started to go upscale with pickups. Vinyl bench seats and work-only interiors gave way to optional high-end features such as rich leather upholstery, real wood accents, and premium sound systems. Several years ago, Ram’s Director of Global Communications, Nick Cappa, said pickup trucks were the new luxury vehicles. And yes, Texas and its pickup-buying public had an influence in this.
Texas Trim Levels
For 2026, Ram offers about 15 different trim levels. Three of them are truly Texas-inspired: Longhorn (available nationally on Limited models), Laramie Southwest Edition (available in the southwest region on Laramie models), and the Lone Star trim (Texas-only).
Combs stated that three of the world’s five top pickup truck markets are in Texas, and that the state’s western culture plays a significant role in developing Ram trucks. In fact, there have been over 340,000 of the Texas-exclusive Lone Star Trim levels sold since its debut in 2002.
“Today, people want towing for weekend toys, comfort for commuting, and off-road capability from HD trucks,” said Anthony Monaco, Director, Ram Heavy Duty Truck Sales Operations. This has helped guide Ram and its trucks. Plus, 20% of all Ram HD trucks are sold in Texas.
While Ram trucks’ exteriors are thoughtfully designed, much of the Texas influence is most obvious on the interior. This is where Jon Gaudreau, Chief Designer and Director – Ram Interior Design, comes in.
Longhorn Luxury
Gaudreau said the Longhorn interior, which debuted in 2011 on Ram Limited models, is the pinnacle of Texas-inspired luxury. While a Longhorn is nearly the same as the Limited model in most respects, the Longhorn’s interior is what sets it apart and showcases Texas touches.
“While a Limited’s interior is modern and sleek, the Longhorn is warm and [feels] handcrafted; inspired by artisanal craftsmanship,” Gaudreau said. And one peek inside a Longhorn and it’s obvious how different it is from any other pickup truck interior, Ram or otherwise.
Signature details include chrome trim rings, southwest-inspired screen graphics, and belt buckle badges. Hammered metal trim surrounds, real saw-cut wood veneer, buckles on the seatback map pockets, and laser-etched filigreed leatherwork with distinctive western detail adorn a Longhorn interior.
These amenities lend a distinctly artisanal Western feel. However, there’s a challenge to create a bespoke feeling on a mass-produced pickup truck. “How do you mass-produce things usually done by hand?” Gaudreau asked. The crossroads of a hand-crafted aesthetic and large-scale manufacturing created an obstacle Ram had to overcome.
For example, Gaudreau stated the team wanted to use reclaimed barnwood on the Longhorn’s wood interior trim. Unfortunately, they couldn’t source enough reclaimed wood for mass manufacturing, so they chose new wood veneer. But they had to ensure it would stand up to “truck life,” as Gaudreau called it. He pointed out the Ram logo branded into the wood and said it’s the only truck with this feature: just one luxury touch in a Ram with the Longhorn package.
How Ram Mass Manufactures Artisan Items
Ram can’t have an army of artisans handcrafting details like leatherwork. But it found ways to create the filigree (often seen on cowboy boots) using laser etching. It figured out how to replicate hand-hammered metal dashboard bits using real metal, not replicas in plastic, too.
Turning craft details into mass-market manufacturing wasn’t easy. But Gaudreau and others were able to figure it out to create the Texas-inspired Longhorn interior on a large scale. Even if you’re not Texan, you can appreciate a Longhorn’s details and intricacies, especially knowing how much work Ram put into making it a reality.
Laramie Southwest Edition
If a Limited Longhorn isn’t your style, the Southwest Edition, exclusive to Laramie trim levels, might fit the bill. Still inspired by the southwest and Texas, this option debuted in 2020 and offers Bison Brown/Sea Salt interior colors and wood accents, giving that western look, but without the filigree and hammered metal on the Longhorn. The Laramie Southwest Edition still looks luxurious, just without as much detail as Longhorn. And yes, Texas had a big influence on this trim level’s look.
Lone Star Edition: Texas-Only
The state of Texas buys so many pickups that Ram can afford to offer a Texas-only offering: Lone Star. Try to order a Lone Star edition in any other state, and it’ll get kicked back. This is only for Texas, y’all.
In markets outside of Texas, the Lone Star is called Big Horn, one level above the entry-level Express trim. Lone Star has everything a Big Horn would have for equipment, but includes Lone Star badging in various locations, including the tailgate, floor mats, and dashboard.
Incredible Amounts of Options
For buyers looking for Texas-inspired trucks, the Ram Longhorn, Laramie Southwest Edition, and Lone Star offer a touch of Texas in a hard-working yet exceptionally comfortable truck. And yes, these packages and trim levels offer more than just interior differences.
The best way to sort them all out is to build and price a Ram truck on the company’s website or do some online searching. There are a dizzying number of options for Ram trucks, and you can have them nearly any way you want — including Texas-style.
