2014 Ram 1500 Laramie on 2040-cars

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Ram introduces 5th and final 'Built to Serve' edition

Ram introduced the fifth and final variant of its "Built to Serve" pickup series Tuesday. Finished in Spitfire (orange) or Bright White, this final version honors the Coast Guard.  "We owe a huge debt of gratitude to our armed forces and the brave men and women who serve them. These 'Built to Serve' models are just one way we honor those who have selflessly served our country," said Mike Koval Jr., Ram Brand Chief Executive Officer – Stellantis. "Whether civilian or military, Ram truck owners are very familiar with this adage as itÂ’s something we strive to build into every truck and van we produce." The trucks were originally slated to roll out in increments between Veterans Day 2019 and 2020, but it appears the release cadence may have been interrupted slightly by the many calamities of the past year. Each of the five comes in one of two special colors chosen to "evoke the spirit, the mission and history of that service," and a limited build number. These are the final of 10,000 (1,000 more than Ram initially planned) "Built to Serve" editions divvied up so that each branch gets two appropriate color choices out of 10 total: Gator (1,000 units) and Diamond Black (1,000); Ceramic Gray (1,000) and Patriot Blue (1,000); Anvil (1,250) and Billet Silver (1,500); Tank (1,000) and Flame Red (1,000); and Spitfire (500) and Bright White (750).  Available on every body style and powertrain, a Built to Serve package costs $2,795. Every truck comes with the 4x4 Off-Road Group, which bundles features like all-terrain tires, an electronic-locking rear axle, hill descent control, tow hooks, and four thick skid plates. They're easy to spot thanks to their prominent rear quarter panel decals. Cosmetic upgrades include an all-black grille and surround, black badges, side steps, black four-inch exhaust tips, body-colored wheel arch trim, and 20-inch wheels finished in Technical Gray.  Ram has used the series to help bring more attention to a volunteer initiative the automaker has run since 2015, not-coincidentally called Built to Serve.  Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Chrysler and Hyundai join Pepsi and Coke as top Super Bowl spenders [w/ video]

Super Bowl XLVIII is barely a week away, and some of the early ads are already leaking out. It's timely then that The Street has released rankings of the top five Super Bowl advertisers since 2009, showing Chrysler and Hyundai/Kia taking two of the spots with $131.7 million in cumulative spending.
Since 2010, the cost to air a 30-second Super Bowl ad has risen from $3 million in 2009 to about $4 million in 2014, and about a fifth of advertisers opt for a one-minute ad, which doubles costs. Last year, the ads brought in $292 million, and they have brought in roughly $2 billion since 2010.
Chrysler has spent $64.3 million since 2009 to make it the fourth highest spending company in the last five years. In that time, the company has rebranded itself as it emerged from bankruptcy with the Imported from Detroit ad campaign that premiered in 2011 and last year's God Made a Farmer Ram Trucks ad. Its 2012 Halftime in America sparked national debate about whether it was also a reference to the upcoming presidential election.

Ram shows off its 2019 Heavy Duty trucks in Laramie Longhorn trim

It may not be everyone's bag (baby), but Ram's high-end Laramie Longhorn trim level has proven quite successful for the truck maker. The Southwestern-themed kit has won the Luxury Pickup Truck of Texas award three years in a row, and you know how popular fullsize pickups are in the the great state of Texas. No surprise, then, that the truck is making its debut today at the Houston Auto Show just a week after other trim levels of Ram's 2019 2500 and 3500 Heavy Duty pickup truck line were displayed in Detroit. Like other 2019 Ram HDs, the Laramie Longhorn comes standard with a 6.4-liter gasoline-fueled Hemi V8 sending 410 horsepower and 429 pound-feet of torque through an 8-speed automatic. Two diesel engines are optional, both sourced from Cummins, both displacing 6.7 liters, and both mated up with 6-speed automatic transmissions. The first step up the diesel ladder nets the buyer 370 hp and 850 lb-ft. But the big dog is the High Output inline-six-cylinder diesel with 400 horsepower and a superlative-defying 1,000 lb-ft of torque at just 1,800 rpm. What sets the Laramie Longhorn apart from lesser models are its interior furnishings. It's heavy on full-grain leather, but now boasts a new alligator skin-embossed surface over the center console, instrument panel, seats and door-panel inserts. Warm-hued satin chrome and brushed nickel trim are unique to the Longhorn, as are barn-wood accent pieces. The interior color offerings include a two-tone brown and a black and tan package. Outside, the Laramie Longhorn offers optional RV Match Walnut Brown bumpers and flares for those who want a unified towing experience. Wheels measuring 20 inches in diameter are offered in various finishes, and the badges are inspired by large belt buckles. See for yourself in the image gallery up above. If you find the style appealing, prefer to travel with your vacation home in tow, and don't mind a starting price that's sure to approach $60,000 with the base V8, Ram promises its Heavy Duty haulers will ride better than their Ford or Chevy equivalents due to their five-link coil and air-bag supported suspension systems. Plus, with a max tow rating of 35,100 pounds courtesy of the the Cummins H.O. powertrain, Ram has bragging rights as the baddest truck in town... for now. Related Video: