Many recall the original Dodge Tomahawk concept motorcycle, which ended up being sold with few changes as “rolling sculptures” through Neiman-Marcus during a bizarre period of Mopar history. The motorcycle certainly caught the public imagination, but after the copies were sold off, it seemed like the Viper-powered three-wheeler was forgotten within Auburn Hills.
That was not the only Tomahawk, though. How many people remember the “SRT Tomahawk GTS-R Vision Gran Turismo,” in what can only described as a mismatch of names, from Sony’s GranTurismo? This concept appears to have been digital only, and it certainly was not meant for mass production, but it may give another hint on what FCA US is up to with their new trademark of the Tomahawk name for “passenger automobiles.”
Some outlets have already stated that the future holds a Challenger Tomahawk, and this may be true; after all, a special Challenger is expected for 2023, and Dodge has promised to unveil three new cars, one of which is sure to be the Hornet, next month.
On the other hand, the Tomahawk could well be a standalone car or crossover, not a special-edition Challenger. If so, it will have to be pretty impressive, or at least outrageous, to deserve the name.
The trademark was filed on June 23, 2022—just a couple of weeks ago—and is awaiting an examining attorney; if it passes muster, it will be open for challenges. Trademarks take a good deal of time to be granted, and must then be used; if they are not used, they are lost. This may be the fate of the Cuda trademark, first filed in October 2020 and still unused; and the Atlantic trademark, filed at the same time and, like Cuda, extended but unused afterwards.
Dodge has a very formidable position in the performance segment it must not squander. To grow their market they must have full access to corporate developed platforms from Alfa Romeo and Maserati as with the upcoming Hornet. Dodge must go beyond Charger and Challenger with an MC-20 derived sports car, Corvette rival Viper and a midsize coupe off the Giulia as fundamental to growing the brand. In turn the development of a shared coupe with Alfa Romeo will fortify both brands as linkages though obvious, demonstrate individual brands strengths, personality and engineering adaptations that scream each brands personality and heritage. Dodge just can’t stay status quo or all in on electric. They must exploit every niche in their performance segment or stagnate.