Dodge’s ‘Fratzog:’ A Deeper Look into the Mysterious Logo
Dodge eMuscle car appears to wear the classic badge, so it is a good time to look back on that logo.
On July 8, 2021, Dodge boss Tim Kuniskis announced that in 2024, the brand will introduce the world’s first battery electric muscle car. At the end of that video, we see a shadowy concept vehicle doing a silent, four-wheel burnout which seemingly confirms that Dodge is working on a high performance EV to battle the Tesla Model S.
We cant see much of the mysterious Dodge “eMuscle car” doing the burnout, but the badging of this unique car is lit up, revealing an unusual, triangular logo that old school Mopar lovers quickly recognized as the Fratzog. This was the Dodge brand logo from 1962 through 1976, but based on the EV Day video, that classic badge will return on the 2024 battery electric muscle car. Based on hints in the video, we believe that this glowing Fratzog will be installed on a future Charger and a quick history lesson supports that idea.
Meet the Dodge Fratzog
The Fratzog was first used on a Dodge product back in 1962, when it was introduced on the then-new Polara 500. Starting in that model year, the segmented triangle appeared on the exterior badging, the steering wheel and the wheel centers of many Dodge products.
Some people expect that there is some interesting information on the name, but when the designer submitted the new logo idea to corporate heads and they liked it, the logo needed a name. The designer didn’t have a name in mind, so he or she literally made up the word “Fratzog” and it stuck.
As time went on, the Fratzog logo was used differently on the various Dodge models through the 1976 model year, with the steering wheel centers and the wheel centers or hubcaps being the most common places to see the three-sized emblem during the 15 model year lifespan.
Fratzog on a Charger
The first use of the Charger name came in 1965, when it was a trim level of the Dodge Dart. On the 1965 Dart Charger, the Fratzog logo appears on the hood ornament, on select hubcaps and on the horn button of the steering wheel.
When the Dodge Charger became its own model for the 1966 model year, the Fratzog got its most prominent placement. The then-new Charger had a massive grille that covered much of the front end, with slick hideaway headlights and a large, circular badge in the middle.
In the center of that grille badge was the Fratzog and out back, the logo is found on the emblem on the trunk. Those original 1966 Chargers also had the Fratzog on the steering wheel center and on select hubcaps, all of which were carried over for the 1967 model year.
When the second generation of the Charger was introduced for the 1968 model year, the huge grille design was carried over, but the Fratzog was removed from the front and rear of the car. The logo would still appear on the steering wheel center and hubcaps of the Charger and other Dodge models until the 1976 model year, at which point the brand stopped using the unique, segmented triangle.
Usage varied by model, but every Dodge Charger from the first three generations showcased the Fratzog logo, as did some of the fourth generation models. It was used on other Dodge models, but the most prominent usage was on the ultra-popular Charger lineup – particularly the 1966 and 1967 models.
AWD Electric Charger?
The 1966 Dodge Charger was the vehicle which displayed the Fratzog logo the most prominently, which is one reason why we focused on the relationship between the model and logo above. However, there are other hints in the EV Day video which lead us to believe that the mysterious all-wheel-drive, electric-powered concept car is a Charger.
Early in the video, Dodge boss Tim Kuniskis makes the comment that if “a charger can make a Charger quicker, we’re in”. For those who don’t understand, he is suggesting that an electric Dodge Charger with a battery charging system could make for a quicker car. Later in the video, we get a look at the silhouette of the car and it appears to have a long roofline like the Charger, but the most important visual cue comes at the end of the video.
If you look at the grille design of the mysterious all-wheel-drive electric Dodge concept car, the illuminated frame and Fratzog bear a striking resemblance to the look of the 1966 and 1967 Charger grille. They both have a large, rectangular grille that seemingly dominates the front end and they both have the Fratzog right in the middle of that big grille. Also, while the physical location is different, the electric concept car and the 1966 Charger both have the logo on the back end.
Based on what Kuniskis said in the video, what we see of the mysterious concept car and what we know of Dodge history, all signs point to this shadowy all-wheel-drive EV with a Fratzog logo being a Dodge Charger, with design cues taken from the 1966 model. Is it a classic car with a production-intent all-wheel-drive, electric drivetrain or is it a new model with classic design cues?
We don’t know for now, but with Kuniskis hinting to more information at the SEMA Show later this year, we will hopefully know more soon. In the meantime, you can check out the video below titled “Performance Made Us Do It” for a closer look at the unknown concept car from the official Dodge YouTube channel.
1966 and 1968 Charger Images Courtesy of Patrick Rall
1965 Dart Charger Images Courtesy of Volo Cars
