The Ram Truck brand has teamed up with DC Entertainment to build a one-off Ram 1500 inspired by the upcoming movie "Man of Steel," which follows the story of a certain Clark Kent. The truck will appear at promotional events for the movie, before being auctioned for charity later this summer.
In addition to this pickup truck, Ram's collaboration with the filmmakers extended to lending vintage Chrysler pickup trucks for the "Man of Steel" movie. Ram will take advantage of the partnership by running a series of print and TV ads (embedded below) drawing a link between Ram owners and superheroes.
"Ram celebrates those who dare to be great and never back down from a challenge… This is the essence of Superman and also embodies our Ram truck buyers," Ram brand president and CEO Reid Bigland said in a statement.
The 2013 Ram 1500 Power Wagon wears special Dark Ceramic Gray paint, red grille accents, 17-inch satin-black wheels, various Superman logos, and a vinyl wrap styled after the eponymous hero's S-shield and cape. On the inside, the Pewter leather seats have mesh inserts styled after Superman's suit, along with red trim pieces, various "Man of Steel" badges, and a special background and startup screen on the radio.
The customized Ram 1500 will make its debut June 10 at the "Man of Steel" movie premiere in New York City. After that, it will make appearances at promotional events around the country, before heading to charity auction in the fall. The movie, rated PG-13, opens June 14.
Ram isn't the only manufacturer to get involved with promotions for the Kryptonian superhero. Kia has a longstanding partnership with DC Entertainment to produce themed vehicles, and at the Chicago auto show revealed a Superman-themed 2013 Kia Optima Hybrid. It was far less subtle than Ram’s tribute to Superman, with red wheels and underbody lighting, a paint S-shield on the hood, flared fenders, and red-tinted headlights.