Dodge (Nasdaq: DODGX) will start using a throwback logo called the “Fratzog” for the soon released electrified vehicles, said the company’s CEO Tim Kuniskis.
The Fratzog logo is a word that Dodge’s designer used from 1962 until 1976. The logo features a split deltoid with three arrowhead shapes that make up a three-pointed star. It will be three-dimensional with Led lightning included.
“It damns near looks like something that Doc Brown would have done,” Kuniskis said, referring to the fictional inventor from “Back to the Future” during a recent drag racing event in suburban Detroit. “It looks very futuristic and electrified, and it’s our history, which is what we do.”
The American company showed the logo last month on a Dodge concept vehicle previewed by Stellantis, the parent company during an “EV Day” for investors. The company also used the logo at the “Roadkill Night powered by Dodge” in Pontiac, Michigan.
Stellantis, the parent company of Dodge is a merged automaker between the French automaker PSA Groupe and Fiat Chrysler. The company plans to invest $35.5 billion in electric vehicles by 2025.
However, Kuniskis said that the Fratzog will not be a subbrand of Dodge. Instead, it will be branded on electric vehicles to differentiate them from other models. Kuniskis declined to explain if the logo will be used on all-electric vehicles or only hybrid and plug-in hybrid models.
Dodge, the American muscle cars giant is set to provide more details about its electrification plans in the fourth quarter. The details will be provided ahead of the official launch of the plug-in hybrid model in 2020 as well as the all-electric Dodge muscle car in 2024. The Fratzog logo concept will be unveiled early next year, however, said Kuniskis.
“We don’t want them to look radically different because we want you all to be part of the same thing,” Kuniskis said referring to Dodge’s so-called “Brotherhood of Muscle” ownership community. “So, we said, ‘OK,’ if you have electrification in your car, we don’t want you to be screaming, ’I have electrification.”