Dodge Brand's Global Expansion Shifts into High Gear
19 Feb 2006
The introduction of the new Dodge Caliber and Dodge Nitro in Europe and other world markets outside North America marks the arrival of two tough new contenders in the highly competitive C- and mid-size SUV segments, as well as the expansion of a bold new brand. Both of these vehicles will make their European debut at the upcoming Geneva Motor Show.
Dodge Caliber and Dodge Nitro embody the key attributes of the Dodge brand and make a statement in their respective segments by combining high value with bold styling and flexible interiors. They are designed to appeal to buyers around the world who want Dodge attitude, packaged with capability and versatility combined with the affordability and fuel-efficiency demanded in these markets.
The Dodge brand is all about attitude - it's bold, confident and assertive, said Thomas Hausch, Executive Director, Sales & Marketing, Chrysler International. With its performance reputation and trademark good value, Dodge fits the profile of American brands that work in Europe and other world markets. The new Caliber and Nitro truly personify the unique Dodge brand spirit.
The Dodge Caliber SRT4, will also make its European premiere in Geneva. The Caliber SRT4 is a 'tyre-smoking', 304 horsepower (DIN) 'hot hatch' version of Caliber and it was produced by the Chrysler Group's Street and Racing Technology (SRT) group.
The Dodge Brand Marketing Campaign
To support the brand's expansion in markets outside of North America, Dodge will continue a marketing approach that is as unique as the brand itself. Using themes that are closely aligned with the Dodge brand values - bold, powerful, masculine and street smart - the Dodge marketing campaign will employ edgy, innovative and unconventional tactics to highlight the brand's unique appeal and to target specific audiences.
These initiatives, which use viral internet ads, on-line editorial advertising and guerrilla marketing actions, as well as traditional media, will reinforce the personality of the Dodge brand and the unique position of the Dodge Caliber in the international marketplace.
As our product offensive in markets outside North America gains momentum, Chrysler, Jeep® and now Dodge brand vehicles will continue to be presented as distinctly American products that communicate consistent identities from market to market, said Thomas Hausch.
The Dodge brand has its own clear and unmistakable identity and this new campaign will introduce the brand personality to our target audiences - full-of-life, street smart people with strong self-expressive tendencies who like to drive bold, powerful cars and SUVs without 'micro sizing' their bank accounts he added.
Recognize the signs
Continuing the guerrilla marketing strategy that the Dodge brand started at the Frankfurt Motor Show in September last year, a series of viral advertisements will be released onto the internet - to be passed electronically from person to person - under the banner, Recognize the Signs.
Strengthening the Dealer Network
Chrysler Group will utilise most of its existing infrastructure outside of North America to distribute, sell and service Dodge vehicles. More than 90 percent of dealers will distribute Dodge, which will increase sales volume and variable profit for the dealer body.
Dodge sold almost 1.2 million vehicles in the United States in 2005. Dodge is the fifth-largest nameplate in the U.S. and, with the arrival of the Dodge brand into Europe, Chrysler Group plans to increase its market share in Western Europe to 1.4 percent by 2009.
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