Late last year, Chrysler LLC split Dodge's lineup into two different brands, one for the firm's passenger vehicles, and the other comprised of the Ram truck models. Now it's time for the Detroit automaker to separate the brand's identities with a different logo for each brand.
As you can see in these official pictures, the Ram brand gets to keep Dodge's well-known horn logo while Dodge, which will be positioned as a sporty and youth-orientated passenger car maker, adopts a new insignia featuring two red slashes that's inspired by the Chrysler Group's SRT performance brand.
"It signifies our sporty character. Most SRTs are Dodges," says Dodge CEO Ralph Gilles. "On vehicles, the Dodge name will stand by itself in a new script that will appear prominently but without the red slashes."
Dodge plans to gradually phase out the horn logo from its current lineup. The first Dodge models to get the new Insignia will be this year's 2011 Charger sport sedan and a 7-seater replacement to the Durango based on the new Jeep Grand Cherokee (see official drawings here).
Via: Chrysler and Automotive News