Dodge CEO Tim Kuniskis speaks Aug. 13, 2021 throughout a media occasion. Within the again, the Fratzog brand was used alongside Dodge’s present brand.
Michael Wayland / CNBC
DETROIT – Dodge will use a throwback brand referred to as the “Fratzog” for its upcoming electrified autos, CEO Tim Kuniskis informed CNBC.
The Fratzog – a made up phrase by a designer – was initially utilized by Dodge from 1962 by means of 1976. It encompasses a cut up deltoid fabricated from three arrowhead shapes that type a three-pointed star. The brand new model is designed to be three-dimensional and embody LED lightning.
“It rattling close to seems to be like one thing that Doc Brown would have performed,” Kuniskis stated, referring to the fictional inventor from “Again to the Future” throughout a current drag racing occasion in suburban Detroit. “It seems to be very futuristic and electrified, and it is our historical past, which is what we do.”
The Fratzog – a made up phrase by a designer – was initially utilized by Dodge from 1962 by means of 1981.
Dodge
The resurrected brand was first proven final month on a Dodge idea car that was previewed by its Stellantis dad or mum firm throughout an “EV Day” for buyers. Dodge additionally used the emblem alongside its present red-striped one on the “Roadkill Night time powered by Dodge” drag racing occasion, which yearly attracts tens of 1000’s of individuals in Pontiac, Michigan.
Stellantis – the merged automaker between Fiat Chrysler and French automaker PSA Groupe – plans to speculate at the very least $35.5 billion (30 billion euros) in electrical autos and supporting applied sciences by means of 2025.
Kuniskis stated the Fratzog shouldn’t be meant to be a subbrand of Dodge. Will probably be used on electrical autos as a method to separate them from others fashions, based on Kuniskis. He declined to specify if the brand new brand might be used completely on all-electric autos or additionally embody 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 brand is anticipated to be unveiled early subsequent yr, Kuniskis stated.
The emblem is a method to simply determine the autos with out altering their design traits, doubtlessly that means that the model could have new autos that provide gasoline, electrical or hybrid programs to energy the autos. It is just like Dodge’s present technique of providing completely different ranges of efficiency – principally V-6 and V-Eight engines – in its lineup of autos, together with its well-known Hellcat brand 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,’ you probably have 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, based on a spokesman.
The Fratzog brand was used throughout a teaser video of an upcoming electrical Dodge idea automobile throughout Stellantis’ “EV Day” in July 2021.
Dodge
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