The Ford F-150 Lightning has arrived. Later next year, the all-electric Chevrolet Silverado will have its debut. That leaves Ram, Detroit's third truck brand. Although it won't launch its pure battery-electric truck until 2024, Ram is hardly going to be late to the party. Its timing could have some significant benefits because it can already study one of its two major rivals inside and out. The goal is to surpass both rivals. But there's one central thing Ram wants all of its loyal customers to know: zero compromises will be made.

Speaking to Automotive News, senior manager of the Ram 1500 brand marketing, Carl Lally, wants these customers to be rest assured their best interests are being well looked after and then some.

"What we've heard from our consumers is that they're not looking for a compromised truck solution, so really, some of the core attributes that we communicate to our customers about our trucks, the capability and the durability, those aren't going to change, I think, as you look forward to an EV-oriented truck product."

As GMC has been demonstrating with the Hummer EV, full electrification serves the truck and off-roading segment very well thanks to things like instant torque and other advanced systems like the Crab Walk. Expect Ram to have similar features along with currently top secret capabilities. Instead of mourning the eventual passing of gasoline and diesel engines, Ram intends to embrace the future. Its 'Built to Serve' slogan will continue, though it'll be expanded: 'Built to serve a sustainable planet.'

"'Built to serve' is obviously what we've been tagged around for some time now, and we thought it would be fun to have a little bit of a play on that as we look toward the future because 'Built to serve' can go in a lot of different directions," Lally added.

We already know the Ram 1500 EV (what we're calling it for now) will utilize a brand new STLA Frame platform and body-on-frame design. Ram is aiming for a 500-mile range on a single charge. The F-150 Lightning and Hummer EV have a maximum range of 300 and 350 miles, respectively. Ram's EV truck debut might come last but it has the huge potential to be a game-changer.