Ram Trucks is honoring the service of America's heroes with "Built to Serve Edition" trucks. Featuring badging, decals, and paint jobs meant to evoke the spirit of the five U.S. military service branches, the trucks are limited edition 2020 Ram 1500 models.
"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."
The face of the 1500 Built to Serve Edition features a black grille and other blacked out features.Photo courtesy of Fiat Chrysler Automobiles N.V.
The first of these models will roll off the assembly line in November, coinciding with Veterans Day. Every three months for the next year and a half, the automaker will debut a different version of the special edition, representing a branch of the military. Ram is limiting the total number of these trucks sold to 9,000.
The Ram Built to Serve Edition trucks are built on the Ram 1500 Big Horn trim level. They come in the buyer's choice of 10 paint jobs: Gator, Diamond Black, Ceramic Gray, Patroit Blue, Anvil, Billet Silver, Tank, Flame Red, Spitfire, and Bright White.
Each model features a U.S. flag and Bulit to Serve decal on each of the rear quarter panels, 20-inch aluminum wheels with unique Technical Gray finish, body-colored wheel flares, all-black grille and surround, black bumpers, black-bezel premium lighting, black badges, black wheel-to-wheel side steps, and dual four-inch black exhaust tips.
Black badging appears on the entire vehicle.Photo courtesy of Fiat Chrysler Automobiles N.V.
The cabin of the truck is accented with unique corresponding color stitching in Light Frost, Light Ambassador Blue, Light Diesel Gray, Core Green, or orange.
There are Built to Serve Velcro panels on each front seat and on the rear shoulder panel where owners can apply their own patches to personalize their truck. Front seat-back panels are covered with PALS/MOLLE webbing that can be used to attach additional equipment or pouches.
2020 Ram 1500 Built to Serve Edition
Photo courtesy of Fiat Chrysler Automobiles N.V.
The interior of this special edition is well appointed with features and materials befitting its price tag.
Additional features include lockable center console storage, deeply bolstered cloth and vinyl sport seats, Black Onyx Chrome interior trim, Built to Serve instrument panel badge, and all-weather slush mats.
Each model also comes loaded with Ram's 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
- Heavy-duty off-road-calibrated front and rear shock absorbers
By appealing to past and present military members with the marketing of this truck, Ram is tapping into a significant population. The U.S. Department of Veteran Affairs calculates that approximately seven percent of the U.S. population is an active or reserve member, or veteran of the armed services.
Ram is selling the special edition as a $2,795 option.
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