Dana White Pays $1.5M for First Ram Rumble Bee, Scores Viper-Powered SRT-10 as a Bonus

Ram has resurrected the Rumble Bee nameplate, and the first customer-spec example of the truck has already found a home at auction. UFC President and CEO Dana White placed the winning bid of $1.5 million at Barrett-Jackson’s Las Vegas sale on Friday, taking home the debut retail unit of the revived model.

As part of the same transaction, White also received a 2005 Dodge Ram 1500 SRT-10 that had been given a custom build. That truck carries the Viper-derived V10, making it a fitting companion piece for a buyer who clearly favors bold Mopar hardware.

The sale underscores how much collectors are now willing to spend on limited-run pickups tied to a storied badge, even as the broader truck market cools. For Ram, having the Rumble Bee’s first public sale land in the seven-figure range is a useful marketing moment as it tries to generate buzz around the returning trim.

White’s purchase is the kind of headline-friendly result Barrett-Jackson auctions are built for, pairing a celebrity buyer with a one-of-one vehicle and a throw-in that would be a highlight on its own. Whether the Rumble Bee’s secondary market holds that level of enthusiasm once more examples reach customers remains an open question.