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

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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]