Hood ornaments have become so yesterday

By Chris Woodyard
USA Today

DETROIT — New European pedestrian safety rules could spell doom for those menacing beasts, winged ladies and interlocking letters that are among the few remaining car hood ornaments.

European Union rules that take effect later this year will require carmakers to redesign front ends to reduce potential injuries when pedestrians are struck by a vehicle.

Already, Jaguar doesn't include its famous leaping cat ornament on cars it sells in Europe. The signature Spirit of Ecstasy is still part of all Rolls-Royce cars, but it automatically retracts turtlelike into the famous chrome radiator if a sensor detects a collision. The brand's chief exterior designer, Marek Djordjevic, says he thinks the Rolls ornament can meet the European rules.

Among American cars, the chrome "gunsight" atop the Lincoln Town Car hood is going to disappear in a redesign in a couple of years, says Ford Motor chief designer J Mays. "It's just kind of old-fashioned," Mays says.

It will join Cadillac, Buick and Chrysler among the venerable U.S. brands that have ditched hood ornaments during the past 15 years in favor of simple badges.