Ram Truck will honor the five service branches of the U.S. Armed Forces with a series of Built to Serve edition pickup trucks.
Each of the five service branches will be honored by Ram with two specially selected exterior paint colors that evoke the spirit, the mission, and history of that service.
One of each branch's Built to Serve models will be offered in a new low-volume paint option exclusive to this program.
"Ram wants to honor those who are serving or have served the United States with distinction," said Reid Bigland, head of Ram Brand. "For Ram truck owners, whether military or civilian, ‘Built to Serve’ is a maxim that they can be proud to stand behind. We also want to bring together Ram owners who are not currently serving to make a difference in their communities. We launched our Ram Nation volunteer organization in 2015 as a way to give our Ram truck owners a way to be involved when there's a need."
Ram will roll out the first of the Built to Serve trucks in November 2019, coinciding with Veterans Day.
A new Built to Serve model, representing another one of America's land, air, or sea-based military branches, will launch approximately every three months.
The Built to Serve Ram trucks will be offered in the following colors and limited numbers:
- Gator (1,000 units) and Diamond Black (1,000)
- Ceramic Gray (1,000) and Patriot Blue (1,000)
- Anvil (1,000) and Billet Silver (1,000)
- Tank (1,000) and Flame Red (1,000)
- Spitfire (500) and Bright White (500)
Ram Built to Serve trucks feature other unique interior and exterior features that set them apart, including a U.S. flag and Built to Serve decal on each of the rear quarter panels. The Built to Serve edition trucks get additional stylish exterior cues, including 20-inch aluminum wheels with a unique-to-the-edition Technical Gray finish. Body-color wheel flares also accent the exterior. Each of the new Ram front ends gets a unique treatment consisting of an all-black grille and surround, black bumpers, and black-bezel premium lighting.
Complementing the look are black badges, black wheel-to-wheel side steps and dual four-inch black exhaust tips. Inside, each of the five branches of Built to Serve Ram trucks is accented with unique, corresponding color stitching: Light Frost, Light Ambassador Blue, Light Diesel Gray, Core Green, or Orange.
These new Ram models are also ready to display their owner’s military pride with Built to Serve-embroidered Velcro panels on each front seat and additional Velcro panels on each front seat inboard shoulder panel. Buyers can apply their own patches — regimental, flags, name tapes, or slogans – to personalize their Built to Serve edition.
Front seat-back panels are covered with PALS/MOLLE webbing to attach additional equipment or pouches. Ram 1500 Built to Serve editions also feature:
- Built to Serve instrument panel badge
- Lockable console storage
- Deeply bolstered cloth and vinyl Sport seats
- Black Onyx Chrome interior trim
- All-weather rubber slush mats
Underneath the skin, each Ram "Built to Serve Edition" is ready for action, loaded with 4x4 Off-Road Group content, including all-terrain tires, electronic-locking rear axle, hill-descent control, front suspension skid plate, steering gear skid plate, fuel tank skid plate, transfer case skid plate, tow hooks, and heavy-duty off-road-calibrated front and rear shock absorbers.
Check out the video below:
Ram Built to Serve packages are available on all body styles and all powertrains. According to the U.S. Department of Veterans Affairs, approximately 7% of the U.S. population is an active member, reserve member, or veteran of the armed services.
As part of the Built to Serve initiative, Ram is bringing further attention to its volunteer initiative called Ram Nation. Ram Nation has been organizing grassroots volunteer events since 2015 and, through the launch of the Built to Serve trucks, is reinforcing its commitment to recognizing those who serve our nation and our communities.