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Chrysler dealers losing pentastars

by David Zatz on

Dodge dealer signs

Chrysler is adopting new branding standards for the dealers, who have been told they must scrap any pentastars on their signage, scrap signs from before the P2000 program, and upgrade to new signs at their expense. Dealers must also remove any trace of older brands, such as Eagle, Plymouth, Imperial, and Valiant, along with the pentastar logo at the top of signs created in the P1900 (red, white, and blue) and P2000 (red top, white on gray brands) programs.

The new signs, as pictured at Allpar in the past, have the four current brands stacked up, with Chrysler on top and Ram on bottom, held up by a silver side pole; the only logos are for Ram and Chrysler, with Dodge and Jeep using stylized letters alone.

The specifications for the new signs and dealership structures are extremely specific. Only one sign provider is handling the work; and dealership specifications go into color, texture, and exact dimensions and angles. All brands must be shown on the building fascia, always in the order Chrysler, Dodge, Jeep, Ram; and the Chrysler series of brands must be separated from any other brands, at the least by the dealer name. The spacing between badges and the size of the dealer name are both specified.

Dealers who have retrofitted older sign structures to match the P2000 or P2100 signs must remove and scrap their signs. The newer ones use routed-aluminum panels with push-through copy; the cabinet uses painted aluminum extrusions. The Chrysler badge has fluorescent backlighting; the Dodge, Jeep, and Ram logos use internal LED illumination. Dealer names are black during the day and white at night (using LED-lit performated black vinyl), with specific type and spacing.

The dealership buildings themselves are essentially “box stores,” with a tall tower in the middle. These towers, rising 20-28 feet, are more graceful than the last iteration, which was lower and wider; Chrysler claims that the arches in the towers were inspired by the Chrysler Building.

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