The new Dodge logo dispenses with the ram head and now has two slanted red racing striped over the E of Dodge, which is all written in capital letters. The aim of the new brand logo is to promote an ideal of "forever young", according to Chrysler.

The two red slashes were inspired by Chrysler's SRT range of performance vehicles. "It signifies our sporty character. Most SRTs are Dodges," says Dodge CEO Ralph Gilles. "On vehicles, the Dodge name will stand by itself in a new script that will appear prominently but without the red slashes."

The Ram range of pickup trucks meanwhile, uses the existing Dodge logo of the ram's head. The first Dodge models to get the new logo will be the Charger sports sedan, due later this year, and the replacement for the 7-seater Dodge Durango off-roader, which is based on the new Jeep Grand Cherokee.