Ram Truck has entered the second phase of its “Built to Serve” trucks, which will honor the firefighters, police officers, and emergency medical service (EMS) providers who serve or have served our communities.
The first installment honors the firefighter community. Mike Koval, Jr., leader of Ram, explained,
“After honoring each branch of the U.S. Armed Forces with our initial ‘Built to Serve’ models, we felt it would be equally important to also extend our gratitude to all first responders who serve or have served our communities.”
Ram will honor each of the three main first responder services with two unique, low-volume paint colors that evoke the spirit, mission and history of that service. This firefighter-inspired Ram 1500 “Built to Serve” edition is offered in Redline and Diamond Black; the interior is black with orange accent stitching.
Ram 1500 “Built to Serve” trucks have unique features that set them apart, aside from the United States flag and a “Built to Serve” decal on each of the rear quarter panels. “Built to Serve” trucks get a unique combination of all-black grille and surround, black bumpers, black-bezel premium lighting, and 20-inch aluminum wheels with a unique-to-the-edition Technical Gray finish. Body-color wheel flares accent the exterior, along with black badges, black wheel-to-wheel side steps, and dual four-inch black exhaust tips. Inside, the “Built to Serve” Ram trucks represent each of the three main emergency services, accented with color stitching.
These new Ram models are also ready to display their owner’s first responder pride with “Built to Serve”-embroidered Velcro panels on each front seat and additional Velcro panels on each front seat inboard shoulder panel. Customers can apply their own patches – flags, name tapes, or slogans – to personalize their “Built to Serve” truck. Front seat back panels are covered with Pouch Attachment Ladder System/Modular Lightweight Load-bearing Equipment (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 (optional)
- Deeply bolstered performance cloth and vinyl Sport seats
- Black Onyx Chrome interior trim
- All-weather rubber slush mats
Ram 1500 “Built to Serve” models are loaded with 4×4 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
- Heavy-duty off-road-calibrated front and rear shock absorbers
Ram “Built to Serve Edition” packages are available on Big Horn models and in all body styles and all powertrains. The Ram 1500 “Built to Serve” models have a list price (MSRP) of $46,625, plus $1,795 destination. They will go on sale this Spring; production begins this month at the Sterling Heights (Michigan) Assembly Plant.
Ram became a standalone truck division in 2009. It is the number one brand in new vehicle quality and the only truck-exclusive brand to ever finish first in J.D. Power’s Initial Quality Study (2021). In the same study, Ram Heavy Duty models also scored best, making Ram the number-one truck brand in new vehicle quality among large heavy-duty pickups. The latest J.D. Power APEAL study – which rates the emotional bond between customers and their vehicles – named the 2021 Ram 1500 as the best vehicle in the large light-duty pickup category.
