Dodge To Abandon Cross-Hair Front End, Go For New Look

Derek Kreindler
by Derek Kreindler

Dodge‘s trademark cross-hair grille, the front end treatment that has been the hallmark of the brand’s styling for years, will become the sole domain of the Ram truck brand, as the Chrysler division moves toward a new look for future products.

“It takes time. We will evolve the products,” Ralph Gilles, CEO of Dodge and Chrysler’s design chief, told Automotive News. “We did as much as we could with the split cross-hair grille,” he said. “We had to be careful because the cooling work was pretty much done when we decided to rebrand the vehicles. That will continue evolving over time.”

No plans were divulged with regards to Dodge’s new look, but with cars like the new Charger leading the way, and attempting to target a different kind of buyer, perhaps a more mature look is in line for the brand as Chrysler moves upscale, and Dodge has been seperated from Ram Trucks, which understandably needs to project a macho image.

[Source: Automotive News]

Derek Kreindler
Derek Kreindler

More by Derek Kreindler

Comments
Join the conversation
2 of 3 comments
  • Rudindo Rudindo on Feb 26, 2011

    i thimk its still better to keep the front grill,http://img242.imageshack.us/img242/1584/bycrwpitmanaa.jpg look greater, meaner, intimidating, mischief and fast. 2011 front grill looks gay. dont fire out the one modify the front grill ,replace the one who engineer it, believe me.

  • Rober Rober on Jan 10, 2012

    Dodge ruined the charger after the 72 design and it just got progressively worse each generation. I'm not a designer, but doesn't the fact that the close tooriginal look of the camaro, mustang and their own challenger make sense for one of the most popular designs in automotive history? they could do a 4 and two door version as well. The newest version has the ass end of an original, and the from end of a ram truck..fugly!

Next