Fiat Chrysler designers are considering doing away with Ram’s signature cross-hair grille with its next-generation line of Ram pickups.
Speaking to The Detroit News, head of global design at FCA, Ralph Gilles, said his team is considering ditching the crosshair grille on Ram pickups in order to further differentiate the brand from Dodge.
“I love what the company has done by differentiating each brand — from the marketing to the materials — and it’s inspired us as designers to make sure we do that with cars themselves,” Gilles said. “It takes time. Establishing a brand takes five years, so we’re kind of at that point.”
Ram has been working to slowly introduce new grille designs in recent years, doing away with the crosshair grille for the Ram Rebel, Ram Limited, Ram Power Wagon and Ram Laramie Limited models. Gilles told The Detroit News people have “responded,” to the new grille and revealed that working in a new official design is something Ram is “consciously doing gradually.”
Gilles words go against what leaked images of the next-gen Ram’s fascia revealed. Those photos, which were shown to dealers during a recent meeting discussing future product, showed an evolution of the current crosshair grille that neatly integrated the headlights into the design. The next-gen pickup is a long way out, however, so any current design proposals are definitely subject to change.