Dodge to resurrect ‘Fratzog’ emblem for brand spanking new electrical automobiles
Michael Wayland / CNBC
The Fratzog – a made up phrase by a designer – was initially utilized by Dodge from 1962 by means of 1976. It incorporates a break up deltoid manufactured from three arrowhead shapes that kind a three-pointed star. The brand new model is designed to be three-dimensional and embrace LED lightning.
“It rattling close to seems like one thing that Doc Brown would have completed,” Kuniskis stated, referring to the fictional inventor from “Again to the Future” throughout a latest drag racing occasion in suburban Detroit. “It seems very futuristic and electrified, and it is our historical past, which is what we do.”
The resurrected emblem was first proven final month on a Dodge idea automobile that was previewed by its Stellantis guardian firm throughout an “EV Day” for buyers. Dodge additionally used the emblem alongside its present red-striped one on the “Roadkill Evening powered by Dodge” drag racing occasion, which yearly attracts tens of hundreds of individuals in Pontiac, Michigan.
Stellantis – the merged automaker between Fiat Chrysler and French automaker PSA Groupe – plans to take a position no less than $35.5 billion (30 billion euros) in electrical automobiles and supporting applied sciences by means of 2025.
Kuniskis stated the Fratzog will not be meant to be a subbrand of Dodge. It will likely be used on electrical automobiles as a method to separate them from others fashions, in response to Kuniskis. He declined to specify if the brand new emblem will probably be used completely on all-electric automobiles or additionally embrace hybrid and plug-in hybrid fashions.
Dodge, which has positioned itself as a muscle automobile model, is anticipated to raised element its electrification plans within the fourth quarter forward of launching a plug-in hybrid mannequin in 2022 and an all-electric muscle automobile in 2024. The idea with the Fratzog emblem is anticipated to be unveiled early subsequent yr, Kuniskis stated.
The brand is a method to simply establish the automobiles with out altering their design traits, probably that means that the model could have new automobiles that provide fuel, electrical or hybrid programs to energy the automobiles. It is just like Dodge’s present technique of providing completely different ranges of efficiency – principally V-6 and V-8 engines – in its lineup of automobiles, together with its well-known Hellcat emblem for a line of present 700-plus horsepower fashions.
“We do not need them to look radically completely different as a result of we wish you all to be a part of the identical factor,” Kuniskis stated referring to Dodge’s so-called “Brotherhood of Muscle” possession neighborhood. “So, we stated, ‘OK,’ when you’ve got electrification in your automobile, we do not need you to be screaming, ‘I’ve electrification.”
A designer at Dodge’s then-parent firm Chrysler Corp. made up the phrase Fratzog for the emblem, in response to a spokesman.
The Fratzog emblem was used throughout a teaser video of an upcoming electrical Dodge idea automobile throughout Stellantis’ “EV Day” in July 2021.