Dodge To Abandon Cross-Hair Grille For Future Models

Dodge will leave the famous cross-hair grille, that can be seen on the new 2011 Charger, in the dust as they look to differentiate themselves from the Ram truck division.

Dodge is about to do something that might shock the life out of most of its buyers and potential customers. The Detroit automaker, owned by Chrysler, has been known for its signature cross-hair grille for some time now, but the automaker might be putting that design to rest, as the brand is aiming to separate itself from the Ram truck division.

Obviously, the current Dodge lineup can be seen sporting this famous grille, such as the Charger and the new Avenger, but that era will soon be over, as Dodge CEO Ralph Gilles stated that the brand will be “going a different way” with their new exterior styling.

“We did as much as we could with the split cross-hair grille,” Gilles 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.”

Gilles declined to describe the new direction the brand will be taking, but it was too late in product development to change the current 2011 batch of vehicles. Good thing too, as the new redesigned Charger looks brilliant and it would be hard to imagine such a machine without the cross-hair grille.

Those that are keen on the cross-hair grille can always opt for a Ram truck, as they will continue to sport it. Gilles called the decision to leave the grille on the trucks "a no-brainer." He said: "The Ram brand, the truck look they have, they own it."

Let’s just hope this new grille won't be too retro, as that seems to be the flavor of the year for Dodge and Chrysler. One can also hope that the Dodge line will continue to differentiate itself from Chrysler and the other American automakers. This will be no easy task for the designers, but one that they’re certainly up for undertaking.

[Automotive News]

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