As a 122-year-old company, Dodge has shifted its branding (and owners) many times over its lifetime, but for its upcoming Challenger EV the carmaker is going with an old-school logo. CarBuzz has just unearthed a par of trademarks that FCA has registered with the US Patent and Trademark Office (USPTO): one for the classic Dodge logo and one for the name 'Fratzog.'
Odd name yes, but the three-point logo is a certified street legend built on the Dodge muscle cars of yesteryear. The Fratzog logo was teased when Dodge confirmed the Challenger would be going electric over a year ago, but these trademark filings suggest this is the logo that will spearhead Dodge's muscle EV era.
According to the filing "The mark consists of a split deltoid made of three arrowhead shapes that form a three-pointed star." And the artwork was also supplied that was identical to the floating logo in the EV teaser videos the Detroit-based brand released earlier.
The filing also states the trademark "is intended to cover the categories of land vehicles, namely, passenger automobiles and structural parts therefor." And the name has also been secured as 'FRATZOG' in all caps, which we're sure no competitor was trying to scoop from underneath Dodge's legal team.
To confirm all of this we don't have to wait long. In addition to rumors around the end of the internal combustion Challenger Hellcat being an E85 900+ horsepower beast, Dodge will reveal new EVs and hybrids next month at its Speed Week event. This is where the company will showcase new EV and hybrid muscle cars including the Challenger EV likely with this Fratzog badging.
We reached out to Dodge for comment but the spokesperson only offered, "The future direction of the Dodge brand will be revealed during Dodge Speed Week, set for August 15-17 -- stay tuned."
Dodge has forever changed the late model American muscle car landscape since the 2008 introduction of the retro Challenger design. Back in the 1960s and 1970s the Dodge HEMI cars wearing the Fratzog logo were both feared and revered at the drag strip and every stop light. Muscle car enthusiasts might not be thrilled the Challenger is changing forever but might hop on board if Dodge rolls its electrified vehicle program out just right.
