Ram Truck Hood Ornament Patent: Stellantis (FCA US, LLC) has been officially granted a patent for a modern, multi-faceted, three-dimensional Ram hood ornament, filed on March 13, 2023, and approved on January 14, 2025.
This design first made its appearance on the custom 2022 Ram 2500 “Traveller” built for musician Chris Stapleton—a collaboration that brought retro aesthetics to modern truck styling. The ornament draws inspiration from the retro 1979 Ram Palomino, blending nostalgic cues with a contemporary twist—the result being a striking visual centerpiece.
Significantly, Stellantis is pursuing a 15-year design patent on this ornament, securing exclusivity over its use—in either production vehicles or as a unique branding element
2. The Evolution of Hood Ornaments: From Nostalgic Mascots to Modern Considerations
Hood ornaments—or motor mascots—date back to the early days of the automobile. Initially functional, they often doubled as radiator caps or temperature gauges (like the Boyce MotoMeter). Over time, they evolved into symbolic emblems—artful representations of brand identity (e.g., Packard’s leaping gazelle, Rolls-Royce’s Spirit of Ecstasy).
However, safety concerns, aerodynamic efficiency, and changing design priorities led to their decline. Pedestrian safety became a serious issue, prompting many countries to regulate or outlaw protruding ornaments. By the late 20th century, most mass-market vehicles had eliminated stand-up mascots, with only luxury brands retaining them—often in spring-loaded, retractable designs such as on modern Rolls-Royce models.
3. A Historic Brand Touchpoint: Ram Hood Ornaments Then & Now
The Ram pickup lineage traces back to its Dodge roots. Earlier trucks—particularly in the 1980s—sported the iconic ram’s-head ornament: a symbol of strength and rugged identity. These hood mascots echoed a deeper brand heritage and Americana truck culture.
Fast forward to today: Ram pickups still embrace bold grille designs and aesthetic appeal—but the traditional ornament has long vanished, leaving a nostalgic void for enthusiasts.
The new patent signals a potential revival—melding heritage styling with modern design sensibilities
4. Why This Matters: Strategic Motives Behind the Patent
1. Brand Differentiation in a Competitive Segment
The full-size truck market—led by Ford F-150, Chevy Silverado, and GM Sierra—is fiercely competitive. For Ram, a distinctive ornament could act as an emblem of identity, standing out visually and emotionally in the truck aisle.
2. Nostalgic Design Appeal
Retro echoes in modern vehicles fuel consumer interest (see Ford Bronco or Cadillac Celestiq). Reintroducing the Ram hood ornament taps into brand nostalgia while signaling confidence in design heritage.
3. Reinforcing Premium Positioning
Ram’s upper trims—like Limited Longhorn or Limited—compete with luxury brands. A premium ornament adds tangible craftsmanship appeal and visual cachet to high-end models
4. Securing Intellectual Property
Filing a design patent secures Ram’s right to this visual motif for 15 years, guarding against competitors infringing on their unique heritage design—even if they don’t move forward immediately with production
5. Fan & Media Buzz: Reactions and Speculation
Enthusiast circles and automotive media are buzzing with speculation about what this patent could mean for future Ram models.
Motor Authority, in covering the patent, noted that granting the patent doesn’t guarantee public release—though it is an intriguing branding move at a time when Ram has recently separated leadership under its own CEO
Fans on forums and Reddit are weighing in:
“While I’m not the biggest fan of that ornament, I do like the idea of a more 3D badge…”.
Overall, many agree it adds a visually compelling cue that recalls Ram’s legacy, even if it remains limited to special editions—or purely symbolic.
6. What’s Next? Will Ram Trucks Actually Use the Ornament?
The next steps remain speculative, but several indicators hint at possible directions:
Special or Limited Editions: Models like the “Traveller” truck, or high-end trims, could feature the ornament as a limited-run embellishment.
Luxury & Heritage Lines: If Ram aims to further emphasize premium design, the ornament could reinforce that narrative.
Rollout or No Rollout: It’s important to note that not all patented designs make it to production—some are shelved as branding options or future reserve assets
Safety & Legal Compliance: Any production version would need to meet pedestrian safety regulations, likely requiring spring-loaded or impact-absorbing mechanisms as seen in other brands.
Conclusion
The Ram truck hood ornament patent represents more than a retro flourish—it’s a strategic blend of heritage branding, design differentiation, and intellectual property planning. Drawn inspiration from the 1979 Palomino and debuted on the bespoke “Traveller” Ram, this 3D, multi-faceted ornament embodies a nod to the past with a modern edge.
While the patent locks in protection for 15 years, whether the ornament becomes a mainstream accessory—or remains a collector’s special—remains to be seen. What’s clear is that Ram is keeping fans engaged and options open.
Curious about how hood ornaments integrate safety features, or want to explore if other automakers are patenting throwback designs? Let me know!
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