BLACK WIDOW SR650
Fox Factory’s intention to beyond suspension performance was clear when they purchased multiple truck up-fitting outfits across the country. Among those was Southern Comfort Automotive, who assembled several styling upgrade packages for American trucks under the brands Black Widow, Rocky Ridge, Apex, and several others. However, many of these brands shared parts and similar upgrade packages.
When attempting to distinguish these brands more, Fox Factory looked to push Black Widow more upmarket by developing a lowered Ram truck with suspension, appearance, and power upgrades. Dubbed the Black Widow SR650, this truck design looked to bring Ram’s old school street truck appeal to Black Widow, but in a refreshed light.
DESIGN CONTRIBUTIONS:
OVERALL Exterior ConcepT
COMPONENT DETAIL IDEATION
Design review and critique
BRINGING STREET CRED BACK TO RAM
MISSION:
UPGRADE THE BLACK WIDOW BRAND identity TO A LUXURY PERFORMANCE level BY CREATING A RAM-BASED STREET TRUCK.
WHERE BLACK WIDOW WAS…
Black Widow has traditionally been a style upgrading brand across all American brand pickup trucks. The packages were relatively formulaic: a 6” lift, bespoke fender flares, new interior leather, bespoke wheels, side steps, new exhaust, and optional custom paint colors, no matter the make or the model of the truck. Performance upgrades were generally not a part of the package, but left the brand to be very similar to its sister brands like Rocky Ridge Trucks.
…VERSUS WHERE IT SHOULD GO.
Black Widow has traditionally been a style upgrading brand across all American brand pickup trucks. The packages were relatively formulaic: a 6” lift, bespoke fender flares, new interior leather, bespoke wheels, side steps, new exhaust, and optional custom paint colors, no matter the make or the model of the truck. Performance upgrades were generally not a part of the package, but left the brand to be very similar to its sister brands like Rocky Ridge Trucks.
WHAT DESIGN ELEMENTS DEFINE BLACK WIDOW AND MOPAR?
DEVELOPING THE CONCEPT.
It’s one thing to assume the values of your target audience, but it’s another thing to experience the same excitement for what they love. To dive deep into the world of off-road racing culture, our team flew to San Diego to experience desert off-roading in Fox’s test mule truck, examine trophy trucks up-close, meet truck builders and drivers, and get the scoop on what makes the culture of desert racing unique. It’s an extreme lifestyle, one that is defined by the love of adrenaline, absurdly wild stories, and a sense of humor that is often times somewhat juvenile. This culture is colorful, loud, and brutally honest in every way possible (in a good way).
Prototyping
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FINAL DESIGN
The final design became a tamer version of the “Full On T.T.” concept, smoothing out the faceted surfaces to better match the design language of the Silverado, and then refining the tube steel bumpers to something that better resembles an actual trophy truck’s space frame construction. The front fender vent and the flat-top rear fenders were added to the mix from the “Heritage” concept, creating a less outlandish design that eventually made it to production. Other design team members refined the details of this design, such as the hood vent, front and rear fender vents, chase rack, bumper details, and the light holsters around the headlights.
