The Texas-edition truck is a product of the state’s pull on the truck world. Some truck styles are sold and marketed only in the state as Texas editions, ensuring that pickup trucks, like a lot of things in Texas, are different here than elsewhere.

“I like to say that you almost can’t overmarket Texas to Texans,” said Fred M. Diaz, a Nissan North America executive and a native Texan.

I met Mr. Diaz at the supreme manifestation of the state’s truck mania: the Texas Truck Rodeo.

It is the Oscars for pickup trucks. The auto journalists who make up the Texas Auto Writers Association steer dozens of trucks and S.U.V.s through rocky, muddy off-road trails, critique the vehicles’ appearance and performance, and vote on the winners. There are numerous categories, but the top prize is the Truck of Texas.

Each year, the auto writers group blesses a truck brand with the title at the end of the two-day rodeo, and the winner takes out billboards, runs TV and magazine ads, revels in the industry buzz and shows off the sterling silver trophy at car shows and auto plants.