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Ram crosshairs revisited

by David Zatz on

Allpar was able to speak with Ram exterior design chief Greg Howell. Earlier, we reported on the inspiration for the controversial Laramie Limited grille; today, we are able to describe how Mr. Howell responded to our question, “Are we seeing the crosshair relegated to Dodge?”

Time will tell. You’ll just have to wait and see. I’d just tell your readers to stay tuned. There’s a lot of exciting stuff going on. But this truck in particular [Rebel] is really our first step away from a crosshair design.


The theory was, let’s try to experiment a little bit in a limited volume and see what the reaction is. See how people react to the name being on a vehicle instead of the animal [the ram logo] and just kind of take it in and we’ll go from there.

So really, to be perfectly honest, we’re early in the process of understanding the reaction. This truck’s only been out for a few months now, in the public for a few months, and the Limited will be the same way. So it’ll be really interesting to gauge the reaction of everybody and see how successful they are.

For the full story, including how Ram works with Fiat on vans, see our full Greg Howell interview.

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