Chrysler Phasing Out Crosshair Grille Design for Dodge
02-15-2011, 05:37 PM
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Chrysler Phasing Out Crosshair Grille Design for Dodge Dodge will abandon the cross-hair gille now that Ram is a separate brand
Rick Kranz
Automotive News -- February 14, 2011 - 12:01 am ET
CHICAGO -- Dodge vehicles eventually will abandon the split cross-hair grille now that Ram is a separate brand. The cross-hair grille will remain the key styling element for Ram trucks.
"It takes time. We will evolve the products," Ralph Gilles, CEO of the Dodge brand and Chrysler Group's chief designer, said at the Chicago Auto Show. The Dodge brand is "going a different way," he said.
Gilles declined to describe the styling direction for the Dodge brand. But he said it was too late in the product development cycle to make changes to 2011 Dodge vehicles.
"We did as much as we could with the split cross-hair grille," he 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 called the decision to keep the cross-hair grille on trucks "a no-brainer." He said: "The Ram brand, the truck look they have, they own it."
Rick Kranz
Automotive News -- February 14, 2011 - 12:01 am ET
CHICAGO -- Dodge vehicles eventually will abandon the split cross-hair grille now that Ram is a separate brand. The cross-hair grille will remain the key styling element for Ram trucks.
"It takes time. We will evolve the products," Ralph Gilles, CEO of the Dodge brand and Chrysler Group's chief designer, said at the Chicago Auto Show. The Dodge brand is "going a different way," he said.
Gilles declined to describe the styling direction for the Dodge brand. But he said it was too late in the product development cycle to make changes to 2011 Dodge vehicles.
"We did as much as we could with the split cross-hair grille," he 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 called the decision to keep the cross-hair grille on trucks "a no-brainer." He said: "The Ram brand, the truck look they have, they own it."
