Dodge’s cross-hair grill has been a distinct feature of on all of their cars and trucks now for the last 20 years. It’s tough, muscular and gives the brand a very distinct look and feel. However, as with everything else, things change over time which is why Dodge brand CEO, Ralph Gilles is telling us that they will begin phasing out the cross-hair on all of Dodge’s existing models. Gilles basically stated that it was time for Dodge to evolve as a brand and with that would come the demise of the cross-hair grill. So, what of the new 2011 Dodge Charger? According to Gilles, “We had to be careful because the cooling work was pretty much done when we decided to re-brand the vehicles. That will continue evolving over time.”
Keep in mind however that the cross-hair grille will still be a staple design element on RAM trucks. “The Ram brand, the truck look they have, they own it,” said Gilles. This will please fans of the muscular front end as we agree that it works perfectly for the RAM Truck brand. As of right now there is no set time frame, or any information as to what the new front ends will look like. Dodge is pretty good about styling though, so I have a feeling whatever we are introduced to it will be quite attractive.