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No contest. The Ford has a legitimate "cowboy" element, whereas the Toyota made-up name means nothing. I would say the Ram Longhorn also has a legitimate claim for the "cowboy" nameplate. Toyota jumping on the bandwagon now is similar to Kia and Hyundai making their cars look like upscale European models. Of course, imitation is the sincerest form of flattery so that's a good thing for the U.S. trucks.

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