How RAM Became the Truck of the American Trades 

In 2013, RAM Trucks aired a Super Bowl commercial that opened with silence and closed with the title card “RAM Trucks” and the tagline “To the Farmer in all of us.”  Paul Harvey, a radio broadcaster, recited the piece he had originally delivered to the Future Farmers of America in 1978, describing the person who gets up before dawn and works past dark, who fixes what’s broken, plants what might not grow, and carries the weight of a family and a community without asking for recognition. 

The commercial resonated with the people watching it because they recognized themselves in Harvey’s words. Contractors, plumbers, electricians, farmers, and tradespeople across the country saw their own lives reflected back at them during the biggest television event of the year. 

RAM sets the Standard 

RAM became its own standalone brand in 2010, three years before that commercial aired. The separation from Dodge was a statement about who the truck was built for and what it was expected to do.

The RAM 1500 is the truck that covers the widest range of trades work. It handles daily hauling, towing, and job site demands without the operating weight of a heavy duty platform, making it the right fit for contractors, landscapers, and tradespeople who need a capable work truck that doesn’t feel excessive for the commute between jobs. Available payload and towing configurations scale to the work, and the interior has evolved considerably without losing the durability that trades workers depend on.

The RAM Heavy Duty lineup, covering the 2500 and 3500, serves the more demanding end of the spectrum. Maximum towing capacity, serious payload ratings, and powertrain options that handle agricultural equipment, heavy trailers, and commercial loads separate these trucks from the rest of the segment. For the farmers, contractors, and tradespeople Harvey was describing, the Heavy Duty is often the only truck capable of handling the scope of work.

The RAM ProMaster rounds out the lineup for businesses that need cargo capacity over towing. Electricians, plumbers, HVAC technicians, and delivery operators who need an organized, accessible mobile workspace find the ProMaster’s high roof and wide cargo area more practical than a pickup bed for this type of work.

Artioli: Strong Like Our Trucks

Bob Artioli Sr. started his career in construction, driving trucks. In 1975, when his parents retired from their butcher shop on Route 5 in Enfield, he took over the property and turned it into a used car lot.

Now over fifty years later, Artioli Chrysler Dodge RAM has weathered the oil crisis of the 1970s, the financial crash of 2008, Chrysler’s bankruptcy, the COVID-19 pandemic, and a fire in 2022 that burned the dealership to the ground. Much like the story of resilience Harvey told in 1978, the dealership operated out of trailers and borrowed spaces after the fire while rebuilding and working hard to serve our loyal customer base. 

Bobby Artioli and Joey Artioli, Bob Sr.’s son and grandson, work the floor every day, alongside our team members, many of whom have been with the dealership for decades. Artioli has supported the Enfield Soccer Association, Enfield Little League, the local concert series, and veterans groups. The military tribute wall inside the dealership is a permanent fixture that reflects the values our dealership continues to uphold.

Visit Artioli Chrysler Dodge RAM in Enfield

The people Harvey described in the “God Made a Farmer” piece are still out there, working before dawn and past dark, putting their heart and soul into the communities around them. For over five decades, Artioli has been proud to put the right truck in their hands.

Browse our current RAM 1500, Heavy Duty, and ProMaster inventory online or stop by the showroom in Enfield. Our team is here to help you find the right truck for the work you do.