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Ram: building to serve

by David Zatz on

Ram Truck will honor every branch of the United States Armed Forces with a series of “Built to Serve Edition” trucks.

Each of the five U.S. military service branches will be honored with two paint colors that evoke the spirit, mission, and history of that service. One of each branch’s “Built to Serve Edition” models will be offered in a new low-volume paint option exclusive to this program.

2020 Ram Built to Service pickup

Reid Bigland, head of Ram, said, “Ram wants to honor those who are serving or have served the United States with distinction…. 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 Edition trucks in November, coinciding with Veterans Day. A new Built to Serve Edition model will launch around every three months afterwards. The color schemes will be:

Service 1: Gator or Diamond Black (two separate trucks)
Service 2: Ceramic Gray or Patriot Blue
Service 3: Anvil or Billet Silver
Service 4: Tank or Flame Red
Service 5: Spitfire or Bright White

2020 Ram Built to Serve dashboard

One thousand of each color will be built, except for Spitfire and Bright White, which will only see 500 copies each. Inside, the pickups have unique, corresponding color stitching: Light Frost, Light Ambassador Blue, Light Diesel Gray, Core Green or Orange.

Ram Built to Serve Edition trucks also have a United States flag and Built to Serve decal on each of the rear quarter panels, 20-inch aluminum wheels with a unique-to-the edition Technical Gray finish, and body-colored wheel flares.

The front ends will have a black grille and surround, black bumpers, and black-bezel premium lighting; the trucks also have black badges, black wheel-to-wheel side steps, and dual four-inch black exhaust tips.

2020 Ram Built to Serve patch

These new Rams will have embroidered Velcro panels on each front seat and additional Velcro panels on each front seat inboard shoulder panel, so that buyers can apply their own patches regimental, flag, name tape, or slogan patches. Front seat-back panels are covered with PALS/MOLLE webbing to attach additional equipment or pouches.

Ram 1500 Built to Serve Editions also have an instrument panel badge, lockable console storage, deeply bolstered cloth-and-vinyl sport seats, and rubber slush mats, with black chrome interior trim.

Each truck also has the 4×4 Off-Road Group, which includes all-terrain tires, a locking rear axle, hill descent control, tow hooks, special front and rear shocks, and skid plates for the front suspension, steering gear, transfer case, and fuel tank.

Ram Built to Serve Edition packages are available on all body styles and all powertrains.

According to the U.S. Department of Veteran Affairs, around seven percent of the U.S. population is an active or 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. Beginning today and launching with a new digital 60-second spot, Ram Nation is recruiting people to volunteer in their own communities, with the cumulative goal of 1.3 million volunteer-hours of service by next Veterans Day, November 11, 2020—one hour for each person serving in our armed services. Ram is extending the invitation to everyone, regardless of whether they are a Ram truck owner. To join and learn about new Ram Nation volunteer events, new members can register at www.ramtrucks.com/ram-nation.html.

Ram will kick off the launch of the Built to Serve editions, as well as begin the Ram Nation challenge, at the “Stars and Strings” concert, which celebrates our nation’s military heroes and their families at the Fox Theater in Detroit, Michigan on Wednesday, November 6, 2019.

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