As Chrysler attempts to further separate Ram trucks from the Dodge brand, it has decided to change Dodge’s long-standing Ram horns logo in exchange for a pair of red racing stripes – taken from the SRT performance brand.
In an interview with Automotive News, Ralph Giles, Dodge CEO, said that the brand is looking to appeal to the youth with a sport-intentioned style.
“It signifies our sporty character. Most SRTs are Dodges,” said Giles.
Giles says the new logo will be used for upcoming advertising materials, owner’s manuals and branded merchandise.
Giles also told Auto News that the 2011 Dodge Charger will be the first car to dawn the new logos, with a yet-to-be-officially named new seven-seat crossover – set to replace the Durango – being the second vehicle to wear the new branding.
For other vehicles, Dodge plans to slowly remove the ram horns as the vehicles are updated during planned refresh cycles.
References
1. ‘Going for ‘Sporty’…’ view
