Advertising / Marketing,Ram | March 14 2022

Build to Serve – Behind the Badge

Ram Truck brand has a reputation for building trucks that serve the people who spend their time serving others. Ram’s new Built to Serve series of special-edition Ram 1500 trucks is paying tribute to our first responders: firefighters, EMS and police.

The first of the series honors our firefighters, like Fire Commissioner Skip McAdams of Warren, Michigan, who’s spent years serving his community.

McAdams takes pride in his work and his team of more than 100 men and women who are also Built to Serve. “It can be very difficult over a career to see so much and experience so much. In your head, you have to believe that ‘I’m here to help people,’ and you do that because it’s part of who you are,” said McAdams.

McAdams also takes pride in his bright white, Ram 1500, with a personalized “SKIP” license plate. Both he and his team embody the Built to Serve attitude that is Ram and, like all first responders, their level of dedication and sacrifice to serving their community is immeasurable.

Each of the three main first responder services will be honored by Ram with two specially selected, unique, low-volume exterior paint colors that evoke the spirit, mission and history of that service, along with unique vehicle details and badging that reflect each group.

The firefighter-inspired Ram 1500 Built to Serve edition is offered in Redline and Diamond Black exterior colors, with a black interior with orange accent stitching. It will be available in spring of this year and the EMS and police-inspired special-edition Ram 1500 trucks will be revealed later this year. 

In addition to honoring first responders, Ram is offering a special first responders incentive as a thank you. The incentive includes a $500 discount on select 2021 and 2022 Ram trucks and vans. For more information on Ram’s Built to Serve first responders series, visit