A new front opened up last week in the pickup wars: the fight for late-night.
Jimmy Fallon, the new host of NBC's "Tonight Show," announced during the Wednesday, March 5, show that he was thinking about buying a truck. Within minutes of the offhand remark, Ford took to Twitter to suggest a 2015 F-150 King Ranch, a truck not yet available to the public.
Early the next morning, Chevy tweeted that a "Silverado would look nice" in the Fallon family driveway.
Then Ram upped the ante, not only stalking the comedian on Twitter but parking a silver Hemi-powered 2014 Ram 1500 crew cab outside the show's New York studio with a sign: "Big enough, Jimmy? Test it out."
On Thursday, Fallon told the audience he was weighing the options -- not only the Detroit 3, but Nissan and Toyota, too -- and, on a whim, asked one of the band members to go downstairs, run the Ram around the block a few times and see what he thought.
The surprised band member trotted off and reported back near the end of the show that the truck was a lot more vehicle than his Mini Cooper and "has a crazy engine" with lots of juice.
The fight for Fallon continues.