Fiat Chrysler’s Ram Truck brand continued its efforts honor the five branches of the U.S. military with five different versions of the “Built to Serve Edition” Ram 1500 full-size trucks, beginning production of the second round of the limited-edition trucks.
The next version of truck features a nautical-inspired theme with both Ceramic Gray and Patriot Blue exterior colors offered along with a black interior with Light Ambassador Blue accent stitching. Built at the automaker’s Sterling Heights (Michigan) Assembly Plant, the new models will roll out of the plant on June 14, which is Flag Day in the U.S.
“Ram truck owners, whether civilian or military, are familiar with the ‘Built to Serve’ adage as it’s something we strive to build into every truck and van we produce,” said Mike Koval, Head of Ram Brand, FCA – North America. “Ram honors those who serve or have served in the United States with distinction and we continue to welcome volunteers to our Ram Nation volunteer efforts.”
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The trucks are fittingly being produced at the Sterling Heights plant, a suburb north of Detroit, which at one time produced missiles for the U.S. military. The plant, which opened in 1953, produced Redstone and Jupiter missiles as part of Chrysler’s missile division until the 1970s. It was sold, but then Chrysler acquired the facility in 1983 and began building a variety of vehicles there since that time, including the recent addition of the Ram 1500.
Each of the five color schemes are designed to honor a branch of the U.S. military (Army, Navy, Air Force, Marines and Coast Guard). The first model came out last November; however, each new edition will come out every three months going forward.
The “Built to Serve Edition” 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)
The trucks also get some special, unique interior and exterior features, including a United States
flag and “Built to Serve” decal on each of the rear quarter panels and 20-inch Technical Gray aluminum wheels and body-color wheel flares.
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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. On the inside, the trucks feature 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.”
Like the people they honor, Ram has these trucks ready to face tough situations with: 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.
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.
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Ram Nation has been organizing grassroots volunteer events since 2015 and, through the launch of the “Built to Serve Edition” trucks, is reinforcing its commitment to recognizing those who serve our nation and our communities.
One response to “FCA’s Ram Brand Building Second Edition of “Built to Serve” Pickups”
RAM marketing is second to none. It won’t be long before they dethrone Ford in truck leadership. Like GM, Ford has it’s head in the sand and it moves way too slow to react. They seem to have forgotten the “Ford Built Tough” message; as a matter of fact, they forgot a lot in recent years.