Video: RAM’s Texas Ranger Concept Goes Full-Tilt Cowboy Cool

For decades upon decades upon decades, the United States has been the hearth and home of pickup trucks. They and their SUV brethren consistently outsell cars and vans by a large margin, even in this day and age as concerns of fuel mileage lurk ever larger in the minds of the average American.

The Big Three know what the score is by now, especially Chrysler, whose RAM brand has seen an uptick in year-over-year sales growth since 2013. Big changes are due for the third-best-selling half-ton (after GM’s Silverado/Sierra and Ford’s F-150) in the marketplace, which we’ve seen over the past year with the Power Wagon as well as the Rebel.

And just today in Texas, the state with the highest amount of trucks and buyers in the country, RAM was in Dallas to unveil the new “Texas Ranger” concept. Intended as a tribute to the Texas Rangers law enforcement agency, the fresh model incorporates distinct styling cues that pay homage to the respected lawman group first established back in 1823. “We think it will truly resonate with the Texans and the truck customers in this market,” said RAM president and CEO Bob Hegbloom.

On the outside, literal badges are placed ahead of the doors and on the tailgate. But it’s the inside where the Texas Ranger concept really shines: Laramie Longhorn leather on the seats, galvanized finished on the metal surfaces, and authentic walnut wood door inserts–calling to mind rifle stocks of the 1800s–all come together to affect a Western theme that’s sure to appeal to any grown-up cowboy.

As far as concepts go, RAM seems to have really knocked it out of the park on the Texas Ranger. What do you think? Could you see yourself driving one of these if it went into production? Let us know in the comments below.