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At the end of the day, the Rebel is just a Ram with a little bit of lift, 33's and some gooey body and interior cladding.

It is a commercial that lets people know - that this model exists. It lets people know, that it's a vehicle for enthusiasts of life. Something that is going to take a little bit of fun natured romping down a trail, but it is also going to get the job done when needed.

Looking at the Ram truck lineup, outside of the Rebel - there was not a single model which interested me. Laramie, Big Horn, Limited… There all cowboy and businessman machines. Not one of which will work well, or look the part hammering down a trail to the local 4x4 spot. The Outdoorsman? No thanks. SXT? no way. Powerwagon is just too big and heavy for me, And I sure as **** wasn't buying a Ford Raptor.

This all being said, the Rebel was the perfect choice for me. Like I said, that 30 second commercial - is a 30 second window into my life. I personally think they nailed the marketing, and am super glad they've built this truck...
 

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You obviously haven't been out hammering a forest service road fast in it yet then, have you? Bring the tires to 30 psi, put the suspension in normal, turn off traction control and hammer down. It is a complete riot. It feels like a Raptor without the drawbacks.
 
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