Dodge CEO Tim Kuniskis speaks on August 13, 2021 during a media event. On the back, the Fratzog logo was used next to the current Dodge logo.
Michael Wayland / CNBC
DETROIT – Dodge will use a recoil logo called “Fratzog” for its upcoming electrified vehicles, Tim Kuniskis told CNBC.
The Fratzog, a word invented by a designer, was initially used by Dodge from 1962 to 1976. It has a split deltoid made up of three arrowhead shapes that form a three-pointed star. The new version is designed to be three-dimensional and include LED flashes.
“It’s almost almost like something Doc Brown would have done,” Kuniskis said, referring to the fictional inventor of “Back to the Future” during a recent drag racing event in suburban Detroit. “It looks very futuristic and electrified, and it’s our story, which is what we do.”
The Fratzog, a word coined by a designer, was initially used by Dodge from 1962 to 1981.
Dodge
The resurrected logo was first shown last month in a Dodge concept vehicle planned by its parent company Stellantis during an “EV Day” for investors. Dodge also used the logo along with its current red-striped “Roadkill Night powered by Dodge” drag racing test, which attracts tens of thousands of people annually to Pontiac, Michigan.
Stellantis, the carmaker merged between Fiat Chrysler and French manufacturer PSA Groupe, plans to invest at least $ 35.5 billion (€ 30 billion) in electric vehicles and support technologies by 2025.
Kuniskis said the Fratzog is not intended to be a Dodge sub-brand. According to Kuniskis, it will be used in electric vehicles to separate them from other models. He did not want to specify whether the new logo will be used exclusively on all-electric vehicles or will also include plug-in hybrid and hybrid models.
Dodge, which has positioned itself as a muscle car brand, is expected to better detail its electrification plans during the fourth quarter before launching a plug-in hybrid model in 2022 and a fully electric muscle car in 2024. the Fratzog The logo is expected to be unveiled early next year, Kuniskis said.
The logo is a way to easily identify vehicles without changing their design features, which means the brand will have new vehicles that offer gas, electric or hybrid systems to power the vehicles. It is similar to Dodge’s current strategy of offering different levels of performance, mainly V-6 and V-8 engines, in its range of vehicles, including its well-known Hellcat logo for a line of current models over 700 horsepower.
“We don’t want them to look radically different because we want you all to be a part of it,” Kuniskis said in reference to Dodge’s so-called community of “Brotherhood of Muscle” owners. So we said, ‘Okay,’ if you have electrification in your car, we don’t want you to shout, ‘I have electrification.’
A designer at Dodge’s then parent company, Chrysler Corp., coined the word Fratzog for the logo, according to a spokesman.
The Fratzog logo was used during a presentation video of an upcoming electric Dodge concept car during Stellantis’ “EV Day” in July 2021.
Dodge