What's Wrong With This Picture: Dodging The Ram Issue Edition

by Edward Niedermeyer

Published: September 2nd, 2010

what s wrong with this picture dodging the ram issue edition

The de-Ramification of the Dodge brand took another important step today, as Dodge previewed its new Ram-free logo. Similarly, the new 2011 Durango (on which the updated logo appears) has also had the Ram taken out of its Rama-lama-dingdong… er, technical underpinnings. Once a big BOF bruiser, the Durango has had a unibody makeover along the lines of Ford’s Explorer, making 2010 the year of the Cross-retro-ver. But will the old SUV brands remain relevant after becoming poster boys for automotive and cultural excess back when gas prices spiked? More importantly, does anyone actually like the new Dodge badge?

#3WTP #Branding #Design #Dodge #Logo #NewCars #SignOfTheTimes

Edward Niedermeyer

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3 of 43 comments

Getacargetacheck on Sep 02, 2010

I like it. They've managed to create something new while being respectful of heritage. The arrowhead shape quietly reminds us of the Dodge badge in use since the early 90s while the Dodge script is repeated on the front grille and on the back just like since pre-Iacocca days. The crosshair grille has been a theme since at least the 1980s. Keeping the shape of the Dodge badge and the Ram badge the same is another reminder that Ram is not it's own "make." As Fred Diaz said, Rams will always be Dodges. They share VIN codes. Ram is to Dodge what the original Aurora was to Oldsmobile. A mere marketing exercise that has no basis in reality.

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- BuzzDog on Sep 03, 2010
  
  If "Ram is to Dodge what the original Aurora was to Oldsmobile," that doesn't bode well for Dodge. Or Ram, for that matter.
  
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TriShield on Sep 03, 2010

A quick trip over to Allpar confirms that the name Citadel on the side is the trim level. That's a throwback to the days not so long ago when American vehicles had trims called Brougham, Limited, Royale, Regency, Custom, Ultra, Elite and so fourth. Citadel and R/T will be the top trim levels for the Durango. Express is the base.

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