Fiat Chrysler’s Ram brand rolled out the latest edition of its “Built to Serve” full-size pickups, this newest version’s two color options: tank and flame red.
The company has already produced three earlier models in tribute to the Air Force, Army and Navy. Those models have been rolled out in three different debuts during the past 12 months. The newest version comes with the aforementioned color choices as well as a black interior and medium Greystone accent stitching.
“These ‘Built to Serve’ models offer a unique way to honor all those who serve or have served in the United States armed forces with distinction,” said Mike Koval Jr., head of Ram Brand. “Whether civilian or military, Ram truck owners are very familiar with this adage as it’s something we strive to build into every truck and van we produce.”
The previous truck rolled out Sept. 18 — the 73rd anniversary of the U.S. Air Force. It featured 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 and came out on June 14, which is Flag Day in the U.S. The first offering came out on Veterans Day last November.
The trucks are built at the automaker’s Sterling Heights (Michigan) Assembly Plant, and they are expected to come out every three months now. Each model offers 1,000 of each color, except that last model.
Building the trucks at SHAP is in line with the sentiment behind the trucks, it’s a former military plant that once produced missiles. 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 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.
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. The trucks are part of FCA’s “Built to Serve” initiative, Ram is bringing further attention to its volunteer initiative called Ram Nation, which organizes grassroots volunteer events recognizing those who serve our nation and our communities.