Chrysler's cowboy approach to unveil the all-new 2009 Dodge Ram took over the streets in front of Cobo center as a herd of long-horned bulls led the way… and stole the show.
It's not too often you see a cowboy, let alone a live bull in these parts. I was front and center as I sat freezing in the media bleachers. Beef jerky flew through the cold air with labels that read, "All-new Dodge Ram beef-Jerky- serving size: 1 Dodge Ram; serves up to five full-size cowboys, est. weight (towing) up to 9,100 lb."
I could see my breath while I listened as Jim Press, vice chairman and president of Chrysler, ramped up the crowd as he skipped over the prewritten televised speech. Very slowly, a group of cowboys on amazing horses glided up the street as a procession of long-horn bulls followed. And within seconds, the new Dodge Ram broke through the herd of bulls for its time in the spotlight. As Press was explaining to the media hounds in the stands about the 20-something new features on this Ram, some frisky bulls made all the noise. The focus turned quickly as onlookers enjoyed the bulls' antics. I think it was the music that got them in the mood, but Jim used the opportunity to blame it on the good-looking new truck. It took a few minutes to get the crowd's attention back on the truck and in Press' own words: This is something you won't forget.
Press kits soon signaled the end of the press junket. In Chrysler fashion, they were fun and comical. They handed out Dodge-labeled messenger bags with an "Everyday Guide To Being a Cowboy" handbook. Fun right?
Okay. Back on the floor I go.