By on May 28, 2010

As the Dodge brand redefines itself with new lifestyle packages, new ads, events and sponsorships, and a slew of upcoming new products, it’s using its brand name to send a clear message that its “forever young” attitude and performance-driven history will drive the brand into the future.

The new Dodge brand logo features the DODGE name with a pair of red racing stripes relative to the “E,” suggesting speed and agility. Dodge designers sketched the new logo after Dodge and Ram Truck were clearly defined as separate brands with their own identities and consumers, each needing a logo that represents the character of the brand.

The twin red graphic stripes will be used in communications, advertising, internet and merchandising. They will not appear on Dodge products or on the dealership signage.

From a recent Chrysler Group press release. Confused? Yeah, us too.

Get the latest TTAC e-Newsletter!

44 Comments on “Quote Of The Day: Ram Gets The Hell Out Of Dodge Edition...”


  • avatar
    Znork

    I’ve never seen two sloping stripes before. Wow. Such originality.

  • avatar
    rudiger

    Should have just brought back the Fratzoid.

  • avatar
    lilpoindexter

    They just look like two red stripes too me…That will move the metal off the showroom floor…two red stripes…

  • avatar

    Dodge 2? Isn’t this like Dodge version 8 or something?

  • avatar
    akitadog

    Big mistake on the twin red stripes not appearing on any vehicles. Imagine the SRT versions of vehicles with the stripes on the fender. It would add a touch of distinctive cool in the same way the new Grand Sport Corvettes are using a similar fender stripe, and ties the logo in with the actual vehicles. Otherwise, why use the stripes if they aren’t reflected in the product?

  • avatar
    educatordan

    Considering how “manly” Dodge is trying to be with some of it’s recent ads how bout a picture of the Dodge brothers in chrome as a logo to replace the Ram head that departed?

    http://www.cartype.com/pics/3331/full/dodge_brothers_portrait.jpg

    Or maybe the pre-Chrysler takeover logo? I’m not trolling here I just found this pretty distinctive but likely too religious in our current culture.

    http://www.cartype.com/images/page/dodge_bros_1.jpg

  • avatar
    jet_silver

    Someone tried to put a red X through the DODGE logo but goofed.

  • avatar
    Loser

    “a slew of upcoming new products”

    Maybe I missed something…what slew of upcoming new products are they talking about?

  • avatar
    Samuel L. Bronkowitz

    Stripes. Yeah, that’ll do it.

    I recently had a Dodge Avenger as a rental car for two straight weeks — long enough to really feel like I lived with the car. In short, it was a steaming pile of #$&! Far and away the worst rental I’ve ever had and a signal of everything wrong with Dodge.

    It would almost be better for these guys to just shut up until they have some new product – and, BTW, when is that product coming?

  • avatar

    I see the sense in the separate logos as the Ram’s head is kind of ugly and looks funny on cars. But not in ripping the Ram truck itself out of the Dodge brand. They can keep the Ram logo on Dodge trucks and SUVs and leave it off the cars, I wouldn’t think that would be a big deal.

    The direction of the Dodge brand I think is correct too, Dodge has pretty much always been the same as Pontiac, trying to be youthful and performance oriented though many products have let that brand image down. It’s a good image to cultivate and one that is true to it’s heritage.

  • avatar
    h82w8

    Now, that’s the best bog post headline I’ve seen in a long time. Perfect!

  • avatar
    John R

    Whoa, whoa. Did they just describe Dodge as agile? Have these mavens driven the cars?

  • avatar
    ajla

    …after Dodge and Ram Truck were clearly defined as separate brands with their own identities and consumers, each needing a logo that represents the character of the brand.

    *head explodes*

  • avatar

    I like it…simple and understated

  • avatar
    aesthlete

    I am reading this a bit at a loss. If stripes are the logo, and they are not going to use the stripes on the car, are they going to spell out DODGE on the grill? [heh, who does that anymore?] Or put nothing on it? [like Hyundai did on the genesis so we don\'t realize its a Hyundai]

    Also, the graphic design take on the [meh] logo:

    http://www.underconsideration.com/brandnew/archives/dodge_loses_its_horns.php

  • avatar
    Brewster

    Any way you dress it up, rebadge it, or whatever – they’re still crap. Quality control is non-existent. I just got rid of my 06 Charger R/T Hemi with barely 8000 miles on it. New steering rack, new dashboard “steering control module”(?) causing the entire dashboard to go whack like a cheap pinball machine, transmission slipping, clunking drivetrain going into reverse, and on and on.

    Now I’m trying to get rid of my 04 RAM 4×4 quad-cab hemi SLT as well. That thing has been an albatross around my neck since new and Dodge doesn’t want to hear about it. I can’t even find anyone stupid enough to make me an offer!

    No more Chrysler products, and no Government Motors! Anything the UAW morons touch is doomed for the junk pile – I buy foreign next time.

    • 0 avatar
      MarcKyle64

      And I thought I was bad for unloading my 07 Cobalt with 14,000 miles on it…broken steering shaft, electrical gremlins run amok, external trim components showing very bad fading & wear, two recall notices and counting…but the worst transgressor was the chattering, grabbing clutch. I’m not hard on clutches, I usually had the clutches on my VWs last 100,000 miles or longer, and I never had a problem with the clutches on any of the Japanese cars I’ve owned. However, I’ve learned that a chattering, grabbing clutch is a harbinger of bad things to come.

      The R/T Hemi must have been truly craptastic, I hear they’re fun cars.

    • 0 avatar
      iNeon

      You’re aware everything you’ve bitched about is Daimler-sourced, right?

    • 0 avatar
      newcarscostalot

      If I had as many problems as Brewster I’d bitch too. Saying that all the problems are “Daimler sourced” is inaccurate.

    • 0 avatar
      iNeon

      Which of the problems mentioned are not inclusive of a Daimler-sourced part? Simply stating that I am incorrect will not benefit the erroneous nature of my comment.

    • 0 avatar
      Wheeljack

      I’m with you iNeon – the transmission is a Daimler design using parts from their suppliers, the steering system is a Daimler design, and the whole electrical bus system Chrysler adopted was foisted upon them by Daimler.

      He doesn’t say what’s wrong with his truck, other than it’s an albatross….unhappy with gas milage using a work vehicle as a commuter vehicle perhaps? After the fuel price spikes, a lot of folks who bought pickup trucks to use as commuter cars in the recent past have regrets.

      I have a 2002 Jeep Wrangler that has been nothing but utterly reliable and not only do I use it as a daily driver in the summer, I use it hard off road and drive it to and from the trailhead – no trailers here. It’s never failed me in spite of that unusual duty cycle and it’s blissfully free of Daimler parts or influence in it’s design.

    • 0 avatar
      newcarscostalot

      I think Brewster answered both of your questions.

  • avatar
    VerbalKint

    What are the odds Red Stripe beer is going to sue for copyright infringement?

  • avatar

    @aesthlete
    Yes, that’s a good site to read the opinions of graphic designers. Peugeot’s and Citroen’s new logos were commented recently.

    I am really surprised by the quality of this work. It looks like done by an amateur 15-20 years ago. There is absolutely no innovation, originality, vision or creativity in this new Dodge logo design. The wording is pure generic and the chrome treatment looks like 1990. The stripes are just flat, no dimension, and can be seen in so many places, the Grand Sport Corvette of many years ago being one. I can’t explain this unless Fiat decided that Dodge will just follow Mercury and this whole rebranding was not worth the investment.

    “Dodge designers sketched the new logo after Dodge and Ram Truck were clearly defined as separate brands with their own identities and consumers, each needing a logo that represents the character of the brand.”

    The press release says that this lame and uninspired logo represents the character of the brand. How ironic and true.
    The Italians probably discovered by now that they have a lot more work to do in Detroit that they were expecting.

  • avatar
    John Horner

    That kind of marketing-speak nonsense makes me crazy. Ack, the bugs are buzzing me again. StttooooopppppppP!

  • avatar
    newcarscostalot

    I like how the article tells the reader that the two red stripes are relative to the “E” as if you might fail to notice that.

  • avatar
    shaker

    I think it’s perfect — “Dodgey” Design, “Dodgey” Reliability, “Dodgey” Future.

    With Stripes…

  • avatar
    mtymsi

    The reason the new logo won’t appear on any dealership signage is because they can’t get the dealers to pay for new signs and can’t afford to pay for them themselves. First time I ever recall a brand changing its logo and the dealership signage not being changed to the new logo. This new logo and making the Ram a separate brand doesn’t matter to any car buyer anyway, you’d think Chryco could find something better to do with their scant resources than conduct an exercise in complete futility.

  • avatar
    Brewster

    Tell me please what difference it makes where the parts are “sourced” from? The car is built in the US by UAW “workers.” Some of the parts are built here, others elsewhere – like the majority of US cars. THE CAR WAS JUNK. Have I made that point? $35k for a car 4 years old and barely driven falls apart, constant problems.

    The truck? You want to know about the truck? Okay … it now has only 45k miles. It’s a “sport truck” for me. Leather, bed rug, semi-custom, all the good stuff. Never used extensively off road. The 4wd I got because of resale value and because of winters in NY. Now … 1 month old on a trip south with the family. Truck dies. Towed to nearest dealer – #1 coil dead. Triuck so new, no parts. Waited 2 days for a delivery of new trucks so they could snatch one to put on mine. On my dime for the hotel of course. 4 months old, truck won’t start. Not a click, nothing. Lights however work. My shade tree mechanic diagnoses – bad starter. Towed to dealer, kept 3 days – dealer says it started. Do nothing. 2 weeks later, same thing. back to dealer and I tell them to change the damned starter. Refused. 3 weeks later? Yeah – no start. THIS time they say “we found the problem – the starter was bad!” like it was a revelation and I didn’t tell them that a month ago. What else? 12k miles, new front pads, and I am very easy on breaks. Then a year old the front door seals are torn because of a defect in design. Chrysler says I did it. How? No answer, but the new trucks strangely had a new seal design. Wrote to Chrysler demanding they fix it and a month later they sent me the seals. “You do it.” Then another set of front pads AND rotors at 20k miles. Engine is running rough. Dealer says it needs a tuneup. With 26k miles. $700 later, tuned, still runs rough AND every time since then I get gas the engine stalls when stopped and even when slowing down to make a turn. Extremely dangerous to lose brakes and steering, ya think? That has been going on now for 4 years and 3 dealers have not been able to find the problem. Changed so far have been the accumulator, various parts of the intake system I’ve never heard of, etc. Problem persists and my wife refuses to drive the truck. Want more? Okay – steering rack on this POS went at 30k miles. On my dime – off warranty. Then the hoses from the PS pump to the rack started leaking. Not covered. Did I mention the dashboard went tits up the same as the Charger? Oh, another set of front pads at 34k. Oh here’s a good one… 27k miles – I’m in the hospital for heart surgery, my wife comes to see me and says the heat isn’t working. 10′ outside. Naturally its on warranty, but I can’t take it in. 4 months later after recovery I do tget it in and now it’s off warranty. 36 months, sorry. I tell them my wife called about it over 4 months ago but couldn’t get it in because I was in surgery and then recovering and there was no time. Sorry – off warranty. Had it checked out and the flapper doors that direct the air to the floor or otherwise are broken. $1600 to fix it! $1600! Pull the entire dash to get to 2 little 2″ square plastic flappers that cost maybe $4 a piece. Fought with Chrysler for over a year on that one. No good – off warranty. I finally bought a new warranty for almost $2k and had it fixed. That’s $2k for the new warranty and another $200 deductable for the fix..

    I know I’m forgetting other stuff – I try to forget I ever bough this albatross with the money its cost me so far. Looks beautiful, though!

    Now you want to tell me about “sourced” parts? Nuance, nuance, nuance.

    • 0 avatar
      MarcKyle64

      Holy shit! That makes my Cobalt sound like it’s the best damned car ever! It gives me some perspective. My M-I-L’s Dodge Stratus was a bad car, but not as bad as your truck. Get rid of that truck somehow before your $2000 warranty is up. Imagine what it’ll run like when it hits 100K miles. Hell, I’d consider the stress and trouble with the truck to be contributory towards your heart trouble!

      Right now the only American car company I’d consider buying a truck from is Ford. Get a base F-150 XL 4×4 with as few options as possible, with only the base V-six, A/C and a radio if you could swing it. Why? Less crap to go wrong.

    • 0 avatar
      newcarscostalot

      Is the new warranty getting the other issues resolved? Also, do you have the option of using the Lemon Law? Or access to some explosives?

  • avatar
    Brewster

    The only other issue the new warranty handled – except for another $200 deductable – was the steering rack. The hoses? Nope – not covered. I insisted the hoses were not leaking until the rack was changed. No matter – not covered. $400, pay the cashier, “thank you for using Chrysler service!”

    NY Lemon Law only covers items in the shop for the same issue 3 or more times that is unrepairable. Since it was off warranty when the stalling issue popped up … no good. Unfortunately you can’t just say the vehicle is a piece of shite and get a new one. Probably wouldn’t be any better anyway. Besides, you can no longer get leather interior in an SLT – you have to go for the top dollar truck. $45k? No – sorry. Yeah, they have it all figured out to screw the consumer as much as possible. And they wonder why the lots are full of unsold vehicles?

  • avatar
    iNeon

    Frankly, you’ve yet to make any point at all– beyond that your ultra-low-mileage-high-performance-expensive-V8-powered-creampuffs-of-cars have been nothing but trouble, and that it’s all those stupid funkin union worker’s fault! And you can’t get no respect!

    Sounds like you’ve got a lot of sour grapes, Mister. This is some private war you’re fighting to prove the customer is always correct, and not just a complaint about a bad automobile. You’re painfully, and obviously, fishing for compassion when none is warranted nor deserved. Bonus points for the Chrysler contributing to your bad health, too. That’s one we’ve not heard before!

    My Family all drive Chrysler, and I can assure you they are nothing like this. Not the $15k 200k mile 1998 neon, not the $13k 70k mile 2006 Stratus, not the $8k 125k 2003 Town & Country, not the $8k 35k mile 2008 PT wagon. Not the past $21k 1997 Intrepid, $16k 1996 Dakota, $23k 1997 Grand Cherokee, not even the 1985 Aries or 1984 LeBaron.

    And, Certainly not the $19k 275k 1997 Ram 1500– it’s been the best of them all. It’s also… shockingly… eaten the most parts. See there– we’ve spent more than you, and we’ve had more problems, too! The difference?

    We understand they’re imperfect machines built by imperfect beings. Beings which deserve more respect than you’re willing to give them. If you at all treat the dealership personnel with the same respect as you have in speaking about the UAW– I can see why you have so many problems with your cars. I’d piss in your gas tank too.

    • 0 avatar

      “We understand they’re imperfect machines built by imperfect beings.”

      …And some are far, far, far more imperfect that others, whether talking about Fiaslers or union workers.

      Some of us have figured that out already, which is why we DON’T drive these vehicles. Get off your high horse, and go drive a Honda.

    • 0 avatar
      newcarscostalot

      iNeon:

      Like you, I owned a late nineties Intrepid that was not as maintained as well as it should have been that made it to 200,000 miles, and may still be going. Regardless, this has no bearing whatsoever on the issues that Brewster has had. In addition, please explain how Chrysler was responsible for his medical issue. Finally, try expressing some compassion as opposed to vitriol. Just my humble opinion, as usual. :-)

    • 0 avatar
      newcarscostalot

      I failed to notice Brewster’s response before I posted my comment.

  • avatar
    Brewster

    “Frankly, you’ve yet to make any point at all– beyond that your ultra-low-mileage-high-performance-expensive-V8-powered-creampuffs-of-cars have been nothing but trouble, and that it’s all those stupid funkin union worker’s fault! And you can’t get no respect!

    Sounds like you’ve got a lot of sour grapes, Mister. This is some private war you’re fighting to prove the customer is always correct, and not just a complaint about a bad automobile. You’re painfully, and obviously, fishing for compassion when none is warranted nor deserved. Bonus points for the Chrysler contributing to your bad health, too. That’s one we’ve not heard before!”

    Do you actually know how to read, or are you just spouting your BS agenda? WHERE have I said anything attributing my heart problem to Chrysler? WHERE have I said anything about dealers giving me freaking “respect”? And what do you know about how I treat dealership personnel. Dummy – their job is to fix cars – not make excuses why they can’t. You’re so full of it your eyes must be brown. Your screed is the the biggest pile of shit I’ve read in quite a while. Work for Chrysler or the UAW perhaps? Pound sand. I wouldn’t piss on YOU if you were on fire.

    • 0 avatar
      lilpoindexter

      Anyone that defends Chrysler products has probably never had the misfortune of owning one. Last year I was soooo glad to dump my ’05 liberty, but I kind of felt bad for the woman buying it, but whatever.
      Sometimes the rear hatch would refuse to open unless i opened and closed all the doors over and over, sometimes the dome light would flash in unison with the turn signals, the driveline had so much slop, every time you would take off from a stop, it would clunk, and bunch of other crap that I’ve been fortunate to forget about.
      I will say the 10-15 times I ever took it off road it was awesome, It was good in Detroit winters too, but a PITA the other 95% of the time.

  • avatar
    shaker

    Easy Brewster — don’t get all riled up – it’s just a car blog.

    I’d be pissed beyond words if I’d had your car troubles, and I’d be dissing the brand that caused me all kinds of grief – it’s understandable, and defensible as a natural human reaction.

    The customer should not get screwed by the product that they purchase; that’s just bad business. If these multiple failures are “flukes”, then the company won’t lose much money satisfying the “few” buyers with lemons like this, and the remediation would at least take some of the tarnish off the co’s reputation.

  • avatar
    getacargetacheck

    This Dodge/Ram “split” is EXACTLY the same marketing tactic that Oldsmobile used when it introduced the Aurora. Remember that? Olds removed the “Oldsmobile” name from every part of the car except the radio to establish the idea that “Aurora” was something different from the traditional Ninety-Eights and Eight-Eights it had been selling. Aurora was also advertised with little mention of Oldsmobile. There is no separate “make” brand called “Ram.” Here’s proof from Ram President and CEO Fred Diaz on the official RamZone blog:

    “I want people to understand that although we will market and brand our Ram trucks as Ram trucks, they will always and forever be Dodges,” Diaz said. “They’ll always be VINed as a Dodge, and somewhere either on the exterior or the interior of the truck, you’ll always be able to see the Dodge logo and the Dodge name.”
    http://www.ramzone.com/2010/01/14/fred-diaz-talks-of-turning-the-industry-upside-down/


Back to TopLeave a Reply

You must be logged in to post a comment.

Subscribe without commenting

Recent Comments

New Car Research

Get a Free Dealer Quote

Staff

  • Contributing Writers

  • Jack Baruth, United States
  • Brendan McAleer, Canada
  • Marcelo De Vasconcellos, Brazil
  • Vojta Dobes, Czech Republic
  • Matthias Gasnier, Australia
  • W. Christian 'Mental' Ward, Abu Dhabi
  • Mark Stevenson, Canada
  • Cameron Aubernon, United States
  • J Emerson, United States