• Dodge Debuts Heritage-inspired 2017 Color Palette

Relive the High-Impact color era with hues like Blood Orange, White Knuckle, and Bruiser Gray

When it comes to paint jobs, most modern cars are offered with rather dull color options. This isn’t the automakers’ fault though, it’s mostly because hues such white, gray, silver, and black have become increasingly popular in recent decades. But this wasn’t the case in the 1960s and 1970s, when American drivers favored livelier colors and carmakers responded with flashy hues - especially for high-performance vehicles. These were known as the "High-Impact" colors. Ford, GM, and Chrysler have revived several classic paints for their respective muscle cars recently, and Dodge has just introduced a range of new color names inspired from its colorful heritage for the 2017 model year.

Although most colors aren’t new, their names revive the brand’s bold paint naming strategy, which should play well with sentimental enthusiasts. Starting 2017, buyers will be able to order hues such as White Knuckle, Maximum Steel, Bomber Brown, Octane Red, White Noise, Blood Orange, Green Go, Destroyer Gray, Go Mango, Contusion Blue, or Bruiser Gray. Granted, some of them sound rather cheesy, but words such as "knuckle," "bomber," "destroyer," "noise," and "bruiser" are definitely bolder options to simply naming the color and adding "metallic" or "pearl" next to it.

On the other hand, other color names aren’t as punchy, while some remained unchanged from previous years. If you’re not a fan of in-your-face names, you can pick one of the following: Redline 2K, Blu By You, Stout Brown, Redline 3K, Vice White, Yellow Jacket, Granite, TorRed, Olive Green, Billet, Black Onyx, DB Black, or Pitch Black.

All of the above will be available not only for Dodge’s hottest cars, the Challenger, Charger, and Viper, but also for family vehicles such as the Durango, Journey, and the Grand Caravan.

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Why it matters

Granted, these new color names aren’t much of a big deal if you’re not a fan of Dodge’s glorious past, but those who want to relive the golden era of muscle cars will definitely enjoy this marketing scheme. Some of these color names will definitely resonate with some customers and maybe even bring more colorful paint schemes to the streets. For those don’t care much about the past and America’s "High-Impact" color trend, the good news is that Dodge is offering no fewer than 24 different colors throughout the 2017 model year. Now that’s diversity!

Ciprian Florea
Ciprian Florea
Senior Editor and Supercar Expert - ciprian@topspeed.com
Ciprian's passion for everything with four wheels (and more) started back when he was just a little boy, and the Lamborghini Countach was still the coolest car poster you could hang on your wall. Ciprian's career as a journalist began long before earning a Bachelor's degree, but it was only after graduating that his love for cars became a profession.  Read full bio
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Press Release

Adding even more excitement to the Dodge brand’s rich muscle-car legacy and its most powerful lineup ever, America’s mainstream performance car brand is pulling from its rich history for its new 2017 exterior color lineup with a pallet of paint names derived directly from the brand’s colorful heritage. For the most hardcore Dodge fans and enthusiasts, Green Go and Yellow Jacket join the legacy of the brand’s limited-production hues such as Plum Crazy, Sublime and Go Mango.

"Our heritage-inspired paint names highlight how the Dodge brand attitude permeates through everything we do, even a simple detail like a color name," said Tim Kuniskis, Head of Passenger Car Brands, Dodge, SRT, Chrysler and Fiat – FCA North America. "For Dodge, the heritage-inspired names are more than just catchy ways to callout our paint – these names resonate with our customers, speaking to their personality, their car passion and their love of their Dodge."

Nearly a half-century of bold names for bold rides
Like the Top Banana, HEMI Orange and Panther Pink exterior colors originating from Dodge during the muscle-car era, the brand is digging deep once again to revive its bold paint naming strategy for 2017 and further building on its lexicon within automotive enthusiasts.

Arriving to Dodge dealerships this fall, the 2017 Dodge Challenger, Charger, Viper, Durango, Journey and Grand Caravan will offer an array of colors that include:

Redline 2K
Blu By You
Stout Brown
White Knuckle
Redline 3K
Maximum Steel Metallic
Bomber Brown
Vice White
Octane Red
Yellow Jacket
White Noise
Olive Green
Blood Orange
Green Go
Black Onyx
Go Mango
Destroyer Gray
DB Black
Contusion Blue
Bruiser Gray
Pitch Black

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