Dodge fans take note: the performance brand is promising product news every four months for the next two years, leading up to the first electric vehicle to wear the badge. Never Lift is the name of a new business plan described as a 24-month road map to Dodge’s performance future. That takes us to the eve of 2024, which is when Dodge will introduce its first pure electric car. Every indication is the EV will live up to the brand name and go like a bat out of hell.
Dodge Brand CEO Tim Kuniskis has said motors and batteries are the natural evolution of the brand because the tech will take powerful cars and amplify them.
And for students of the brand, Dodge’s electric muscle car is expected to bring back the fratzog logo, a red triangular, somewhat menacing symbol dusted off from the past. Teaser videos have shown the 1960s-era logo on a vehicle with a full-width ’60s-style grille. As for the word fratzog, it seems to be completely made up; an interesting name for a new logo. It is a fitting name to bring back as it harkened an era that was looking to define its future.
When Fiat Chrysler Automobiles merged with PSA Group to become Stellantis, an automaker with 14 brands to wrangle, the speculation was rampant that the Dodge and Chrysler brands were endangered species. But Stellantis CEO Carlos Tavares said every brand must prepare a business plan to show its long-term viability.
For the full story, check out this article from Motor Trend.