Resistol Ram Debuts in Texas as Tango-thon Rolls On

By Mike Accavitti
Director, Global Marketing

(Who is Mike?)

DALLAS — We revealed the 2008 Dodge Ram Resistol Edition at the State Fair of Texas. For anyone that has never been, the Texas Fair is an unbelievable event — hardly your average dog and pony show. During the course of the month it runs, over 4 million people will pass through its gates. It is part auto show (most automakers use this as a place to talk about serious trucks to serious truck customers), part rodeo, part concert series, part plain old good family fun.

The fair grounds are fitting for the great State of Texas in that they are, in a word, expansive. Or in two words, really huge. Heck, even the Cotton Bowl is on the grounds and the Oklahoma-Texas game is next Saturday.

What better place to talk about our new truck? In short, the Resistol Edition is the top of the heap, king of the hill Ram. We start with a 3500 Mega Cab Laramie model (either 4×2 or 4×4). We add a special paint job, a two tone with unique colors to this model, Dark over Light Khaki.

Add full cab length stainless steel side steps, a Resistol badge which is reminiscent of a great belt buckle and the exterior is complete. Inside, we have crafted super soft premium Yuma leather seats, that have the Resistol Hat insignia embroidered on them, front and back. Also, special heavy weight floor mats carry the hat brand’s logo. It looks fantastic inside and out.

But the best part is that every one comes with a genuine Resistol “Black Gold” cowboy hat. It is a hat as good looking as the truck. It is the aspirational hat amongst those in the know. After big rodeo championships, when the champ gets asked what they hope to do after the win, it’s common to hear: “I’m going to buy a Black Gold.”

BTW, I’m no rodeo champ, but…I got to wear one during the press event… It is a great hat. Now there’s a truck to match. Great times…great event. Stop by if you get a chance.

There’s another Dodge-related event going on right now as well. Some 30 brave folks are pushing past the 24 hour mark in their attempt to non-stop Tango to win a Durango sport ute here at the Fair. We’ll have an update on the winner and the event on Monday, but it’s been a marathon session for the contestants so far. Our experts thing the winner will come at well past 30 hours of continuous dancing. There’s plenty of people left after a full day of tango-ing, so we’ll see how long the champion can last.

Pretty impressive endurance…our Dodge staffers are even having to work in shifts to cover it.