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Back in October, Chrysler split the Ram truck lineup away from Dodge, intending to focus on the strengths of both parties. The challenge of upholding separate brand identities has received some assistance with the decision to remove the ram’s horn badging from future Dodge products.
Dodge is positioned as Chrysler’s sport, youth-oriented brand, according to the Auburn Hills-based automaker, and it needs to accentuate it. To start, the two red slashes from the Street and Racing Technology group are now Dodge’s own insignia.
“It signifies our sporty character,” said Ralph Gilles, Dodge brand CEO. “Most SRTs are Dodges.”
The dual red slashes are set at an angle and will represent Dodge on dealer signage, ads, merchandise, owner’s manuals, and other promotional products. The twin slashes, however, will not make it onto any future Dodge vehicles. As the ram’s horns are eliminated from the line, the Dodge lineup will receive the new badge with the proceeding generation in the cycle. The first offerings with the new emblem will be the next-gen Charger and the still-unnamed, Durango-replacing, Jeep Grand Cherokee platform-sharing crossover with seven seats.
The Ram brand, comprised of the Ram 1500, Ram Heavy Duty, Ram chassis cabs, and midsize Dakota, will continue to sport the ram’s horns.
Is the logo change enough for the Dodge brand? Should the red slashes appear on Dodge badges? Let us know in the comments section below.
Source: Automotive News (Subscription required)
As a Dodge & Chrysler owner,changing the Dodge iconic emblem is a waste of time & money. After all the years spent developing this brand loyalty and identification, you throw it away when the going gets tough. The way to sell more cars is to get tough on quality. Sweat the details.