It takes a lot to stand out these days. It seems like no matter where you turn, someone or something is screaming for your attention. And that notion goes double for anyone trying to sell you anything. Whether it’s monthly subscriptions for pet toys, a candle of the week program, or anything Alexa or Siri happen to notice you browsing through, there is a constant onslaught of our senses, which means that companies in highly competitive markets have to step up their efforts even higher to get their point across. It’s no secret that the half-ton pickup truck market is about as cutthroat as it gets, so Ram decided to attack it by giving thanks, specifically with their 2022 Ram Built To Serve Edition dedicated to firefighters.

In the first phase of their Built To Serve rollout, Ram honored the Marines, Air Force, Army and Navy. Now, beginning phase two Ram has elected to start with Firefighters, presumably followed by police and EMS workers. Now, for all intents and purposes, the Built To Serve edition is essentially a garden variety Ram 1500. Power still comes from your choice of either a 3.6-liter gas powered Pentastar V6 that makes a viable 305-horsepower and useable 269 pound-feet of torque, or the tried-and-true 5.7-liter Hemi V8 that makes a much more fun 395-horsepower and big time 410 pound-feet of torque or finally that same Hemi V8 combined with an eTorque Mild Hybrid Tech System that tacks on an additional 130 pound-feet of torque for when you need it most — for hauling. There is also the monster TRX motor in the form of a 6.2-liter supercharged Hemi V8 that pumps out a silly 702-horsepower and ridiculous 650 pound-feet of torque. We doubt you’ll be adding the Built To Serve Edition trim to a TRX, but according to Ram, you could if you wanted to.

The Built To Serve Edition is based on the fancy Big Horn trim line, but as we already outlined, the BTSE is available in all body styles and with all powertrains. Why does differentiate the BTSE are trim specific aesthetics like an American Flag decal with the Built To Serve mantra written on it. The paint color choices are the big tell-tale signs of this option group. As one might expect, there are two colors available — Redline, which should have just been called Fire Engine Red, and Diamond Black. There are very nice 20-inch aluminum trim-specific wheels in what Ram calls Technical Gray. Beyond that, there are plenty of blacked out body trim pieces including its dual four-inch exhaust tips, grille, bumpers, and side steps. Every Firefighter Edition will automatically include the 4×4 Off-Road Group package that come with plenty of exciting features like an electronic-locking rear axle, skid plates, tow hooks, trim specific shocks, hill-descent control and all-terrain tires.

Inside Ram continues to outperform its competitors in terms of interior fit and finish. Orange accented vinyl and black cloth seats are highlighted with another Built To Serve logo on the headrests, as well as offering up a spot for owners to put their own badges, patches or whatever they want to personalize their truck to match their particular career highlights.

As with all Rams, they can be had with a very useful air suspension that not only can be adjusted to improve highway fuel economy, but also raised up to improve ground clearance for improved off-roading prowess. Also highlighted with Ram models are their incredibly intuitive infotainment system, utilizing either a standard 8.4-inch or movie-screen-sized 12.0-inch touchscreen that allows control of all things, but still has analog knobs and buttons to allow for use without having to take your eyes off the road.

As we mentioned earlier, the Built To Serve edition will be based off of the Big Horn trim level Ram, and as such gives this Firefighter Edition a base price of $48,420, which considering all of the features you are getting with this truck, as well as the awesome color schemes tells us that it won’t just be firefighters that stand up and notice just how hot this truck is.

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