Pickup wars: Jockeying for Jimmy Fallon

Ram put a 1500 crew cab outside Fallon’s studio with an invitation for a test drive.
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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.

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