Dodge Promises First-ever Muscle EV, Dusts Off Retro Logo

Corey Lewis
by Corey Lewis
dodge promises first ever muscle ev dusts off retro logo

Stellantis made many announcements yesterday at its “EV Day 2021” event, first and foremost a big commitment to EVs going forward. The second most important thing involved the super cringe slogans for each brand.

But there was also a Dodge-specific announcement, which promised the first-ever EV muscle car, and the resurrection of a long-dead logo.

Fitting the brand’s new, awful slogan “Tear Up the Streets… Not the Planet,” Dodge plans to introduce a new muscle EV in 2024. Making the announcement in a video just slightly less cringe than its new slogan, brand lead Tim Kuniskis gives some vague details about the future of the muscle EV that will become the brand’s direction. The video is presented on-location at the Dodge estate with a bunch of historic Dodge vehicles, some of which are still in production.

“Embracing the brand’s history while looking to the future,” Dodge knows muscle cars. A food pyramid made of Dodge-type things really reflects something or other about American flags and tattooed fingers? “Excess drives success,” it says, which seems the thing that caused us to need EVs in the first place, but maybe that’s just me.

Dodge will not sell electric cars, but it will sell American eMuscle. The “eMuscle” is written but not spoken when Tim reads the slide. Dodge customers are buying an experience, not technology – though it would seem the latter begets the former, lest there be no former. With this new branding and eMuscle, Dodge is going after the Millennials, who are either the poorest and least-motivated consumer group, or the group that’s the most motivated with the highest spending power, depending upon who you ask.

With the new EV muscle direction, the Dodge brand seeks to provide more horsepower than ever before, as its customers want. The video states electric motivation has now eclipsed the internal combustion engine, as that technology has reached its peak. For its all-new eMuscle car direction, Dodge is dusting off an old logo: the Fratzog. Dodge used the rocket-esque three-spoke design from 1962 to 1976. Its name was a made-up word by Fratzog’s designer, as Dodge forced him to name the creation. It was the last logo before Dodge went logo-free for a while, and then adopted the Chrysler Pentastar logo in 1982. Notably, the Fratzog was out of use a good five to seven years before the earliest Millennials were ever born.

Corey Lewis
Corey Lewis

Interested in lots of cars and their various historical contexts. Writing things for TTAC since late 2016 from a home base in Cincinnati, Ohio. You can find me on Twitter @CoreyLewis86, and I also contribute at Forbes Wheels.

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  • ToolGuy ToolGuy on Jul 09, 2021

    The logo says three-phase power to me. Is "The Power of Dreams" a good slogan? F-Series is number three (3 - III - third place - second loser) in the U.S. market in second quarter of 2021; Ram is in first place. Is this because Stellantis has strong leadership now? [Or did Ford proactively execute a strategic pullback for 3D-chess-related reasons?] (Say we are picking teams - you choose Jim Farley and I'll take Carlos Tavares. Deal?)

    • See 3 previous
    • Scoutdude Scoutdude on Jul 11, 2021

      For YTD Ford is still in the lead. With the parts now in-stock they should have a stellar 3rd quarter as those people who have ordered those trucks finally get to take delivery.

  • ToolGuy ToolGuy on Jul 10, 2021

    Is this the video which is supposed to be linked above? If so, the Dodge Family Home reminds me of one of my family's summer homes (the smaller and more modest one). Also, moobs.

    • Corey Lewis Corey Lewis on Jul 10, 2021

      The video was linked above, and Stellantis removed the initial version from their account. They reposted this one which is slightly edited at the beginning and the end. Overall most of its content is the same. I was however called out on Twitter for posting a "fake" screen capture (the pyramid) from this video, by a Stellantis comms employee.

  • Kat Laneaux @VoGhost - Not getting into politics. Let me say this though. I wouldn't trust Trump as far as I can throw him. His history precedes his actions and I am so not ok with it. The devil is the master of lies, unfortunately Trump is not far behind him. The guy is so desperate to stay in office, he might as well be Mussolini, or Putin. He just wants power and to be idolized. It's not about working for the people, he doesn't care about us. Put a camera on him and he wants the glory. As I said, his actions speak louder than words.
  • ToolGuy "Mr. President, no government agency, no think tank, and no polling firm knows more about the automobile customer than us. We talk to customers every day. As retail automotive dealerships, we are agnostic as to what we sell. Our business is to provide customers with vehicles that meet the needs of their budgets and lifestyles.”• How many lies can you fit into one paragraph?
  • Spamvw Three on the tree, even Generation X would have a hard time stealing one of those.
  • ToolGuy This trend of cyan wheels needs to end NOW.
  • Kwik_Shift Interesting nugget(s) of EV follies.