Auto News: Guts, Glory, Art, Ram

Chrysler evokes the spirit of automotive travel to America's national parks in a retro ad campaign for the 2013 Ram trucks.

By Richard Truesdell

After launching a series of cars and SUVs that has raised its U.S. market share from 9 percent in 2009 to almost 11.2 percent nationally in the second quarter of 2012, Chrysler is unveiling a nearly all-new version of its single most important vehicle, the Ram truck. With the introduction of the 2013 Ram 1500 light-duty trucks to the press this month in Nashville, you'll be able to read all about the technical side of the trucks on such websites as PickupTrucks.com.

Here at Automotive Traveler, catching our attention is a unique aspect of the new Ram's marketing program, a series of ads that evoke the spirit of the famous National Parks Posters created by the artists of the Works Progress Administration in the 1930s and 1940s.

Nowhere in the United States is the pickup truck more of a fixture than in Texas, and these posters will serve as ads in the Texas Parks and Wildlife Outdoor Annual Hunting