When you think of Dodge what comes to mind? For most people it is something large, rugged and powerful—at least that is what a spokesperson told us this year at the 2010 Denver Auto Show. In fact, according to the media literature we received at the aforementioned show the consumer research the Chrysler Group has conducted says that most people think of the Dodge Ram truck when they think of the Dodge brand. That image and brand recognition is great for the trucks, but does little for those considering smaller vehicles like the 2010 Dodge Caliber or Nitro.

2010 Dodge Caliber dashboard

2010 Dodge Caliber dashboard

Engine - 2010 Dodge Caliber 4-door HB Mainstreet

Engine - 2010 Dodge Caliber 4-door HB Mainstreet

The answer to this dilemma? Change the brands logo of course! According to Left Lane News Dodge is changing the emblem that will be associated with the Dodge name. Currently, the brand identity is associated with the “ram horns” emblem that has served Dodge for decades. However, as the car lines became less memorable, the truck market took of the image. You might remember actual Rams on the hoods of the Ram Chargers of the ‘80s. The new emblem will be the Dodge name with two red diagonal stripes.

According to Ralph Giles, the new look is supposed to appeal to a younger age segment by being interpreted as a sports-intentioned style. In other words, the stripes are supposed to be recognized as homage to racing strips found on past and current muscle cars. The first car that will receive the new logo in production is the 2011 Dodge Charger and then the rest of the vehicles like the smaller Dodge Caliber will be updated with the product refresh cycle.

Bottom line—Dodge and the Chrysler Group are working hard at changing the image of the company and the cars. Now all that is left is to see whether people will associate sporty with cars that Dodge has to offer. The next product refreshes could surprise us.