Brand Identity: 2013 NASCAR Dodge Charger Embraces Production Car Roots

‘Get the heck outta my way.’ That’s the look we were going for when designing the 2013 NASCAR Dodge Charger, which will be today in Las Vegas before the NASCAR Sprint Cup Series race.


One of the main goals we wanted to achieve when creating the 2013 Charger was to embrace the legendary history of the car on the race track, while also bringing back a brand identity and production car look.


In the 60s and 70s, people would see a Dodge Charger on the race track and they instantly knew from just a passing glance that it was a Charger. We want that same appeal to exist in the 2013 Charger. And of course we want to win races and add to the four championships that the Dodge Charger has claimed in NASCAR’s premier series dating back to 1966.

It’s kind of hard to believe that it’s been over 40 years since Buddy Baker broke the elusive 200 mile per hour barrier on a closed-course race track in a Dodge Charger. Buddy crossed the previously mythical 200-mph threshold in 1970, to be exact.


In the 70s, production cars were the norm on the NASCAR circuit. There were no ifs, ands, or buts about it. In fact, NASCAR rules mandated that items on the race cars, such as a spoiler, had to also be offered on production models. This requirement made the 1966 Dodge Charger the first American mass produced car to have a spoiler.


We are proud that we have been able to bring back the look and feel of a race car that the average daily driver sitting in the grandstands or watching a NASCAR race on TV can relate to.


The new Charger that will hit the track next year has a sinister look in its nose. Low and wide, the lines became a lot more ominous looking when translated from the production car to the race car.


It was no easy process creating the 2013 NASCAR Charger, with countless hours going into the various design phases. After a couple of thousand of emails were exchanged and about 600 drawings rendered, a car that everyone will easily recognize as a Charger was born.



  • MoparBob
    Posted March 11, 2012 at 4:12 pm | Permalink

    Are you prepare to do ALL that is necessary to put this new car into victory circle?  Are you willing, ready and committed to pony up some MAJOR money to bring in existing teams or form upstart ones?  Are you ready to invest MAJOR money in a new engine program? Are you ready to invest MAJOR money on winning drivers?  If you are not, do not bother even bringing this car to any races next yearJust scrap the damned thing. However, if you are willing to get in there and REALLY, ACTUALLY invest the CAPITAL to win races and championships, then myself along with the other thousands of MOPAR owners. fans of NASCAR and enthusiasts will be behind you 1000%. But we need a 1000% commitment.

  • moparman
    Posted March 12, 2012 at 3:02 am | Permalink

    I think it’s great that NASCAR is trying to make the cars look more like daily drivers, and love the challenger in Nationwide.

    The sad thing is, Dodge is the only one offering something close to the production car.  No one else is selling a rear wheel drive version of the car they use to race.

    What’s even more sad is that this race car looks like it should be a two door, which is what most NASCAR cars were when the charger got into NASCAR and what they pretend to represent now.

    Too bad NASCAR doesn’t still require you to sell them the way you race them.  With the roll bar, it almost appears to have a wing window like the ’60s chargers……   Whomever worked on this needs to get a raise, and then they need to be put in charge of fixing the production version.

    Posted March 12, 2012 at 3:47 pm | Permalink

    Starting in the 43rd spot,in a DODGE,Tom Cruise…HAH!

    To really make NASCAR interesting again, they should mandate STOCK blocks and heads as used in
    production street  cars!

    That will send T0Y0TA packing!!!

    Posted March 12, 2012 at 4:32 pm | Permalink

    Wow, all my comments get blocked if I mention the P word (regarding who owns a racing team) or the person in charge of SRT.  At any rate, maybe a fresh start for Dodge will do them good and maybe if they make their own engines and fuel systems then they will have better luck at the track.  We shall see.

  • HEMIhead
    Posted March 12, 2012 at 6:48 pm | Permalink

    The new car looks awesome! I bet the best looking one on the track. Really, how mean does a stock camry or impala look? The 2013 ford looks like a jaguar. The best part is that it represents the only rear wheel drive, V8 engined car in the series. Maybe the new Nascar Charger is remote controlled, they don’t need a driver, and they (SRT) can drive it from the stands? Anyways, I am sick of “new beginnings” and “fresh starts” and wish Dodge could call one driver or team loyal. Bring back Ray Evernham and the “Local Dodge Dealers” Charger for 2013! Someone mentioned that it’s not about wins in Nascar, it’s about presence for the fans. Well, if you are not going for wins then just forget it and save your money.

  • Wesley Young
    Posted March 13, 2012 at 7:22 pm | Permalink

    The question is…who is going to drive them? Robby Gordon? I would love to see the “43” back on the side of a Dodge.

  • IndyRider
    Posted March 14, 2012 at 10:25 pm | Permalink

    I applaud Dodge for going forward with the unveiling, in spite of recent adversity. I was front row for the ceremony, and it was great to hear Ralph Gilles speak. Ralph also took a few minutes between interviews to speak with me and hear my Dodge story. He is the real deal in my book, and is another reason why Dodge is rocking the house these days.
    Each Dodge-Chrysler rep I spoke with after the ceremony was positive, and ready to roll with the punches. Aaron Dean gets a big shout out for pointing me to some of the key personnel involved in the design. Talking cars with the design team is a dream come true for me.
    The car looks incredible, and it was cool seeing it lead the field during the opening pace laps. I think Dodge will land some teams and expect to see the Charger in NASCAR next year!
    2010 PC Challenger SRT

  • con
    Posted July 26, 2012 at 6:46 am | Permalink

    That thing is a work of art, now can you guys please reveal some plans for next year ? Anything that will tell me you will be there …….PLEASE     ,,,,, I wont tell……… Honest

  • George
    Posted November 23, 2013 at 10:57 pm | Permalink

    “In fact, NASCAR rules mandated that items on the race cars, such as a spoiler, had to also be offered on production models. … We are proud that we have been able to bring back the look and feel of a race car that … It was no easy process creating the 2013 NASCAR Charger, with countless …” Well, why is it that I haven’t been able to find a Nascar, or Nascar style, rear spoiler for a 2013 Charger? If anyone can help me with this, you can contact me at georgerblack5 AT yahoo dot come.

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