Chrysler employs staggered marketing for Dodge Dart

Article by Anita Panait, on August 1, 2012

Chrysler Group is conducting marketing campaigns for its vehicles on a staggered basis, primarily seen as a measure to ensure the dealers have enough of the new models on their lots before a bigger push is made. Chrysler Group recently broadcast its first TV commercial for the 2013 Dodge Dart, but will not make a bigger marketing push until September 2012, according to Richard Cox, director of the Dodge brand.

The gap between the marketing campaigns will allow Chrysler to put more Darts, including some with automatic gearboxes, onto dealer lots. Cox remarked that with the number of models and trim levels that the company will be rolling out, they need to implement a staggered launch, ensuring top quality in all of their vehicles.

Chrysler showed a 90-second commercial during the Major League Baseball's All-Star game on July 10, 2012. The company is slated to broadcast 60-second versions of the same commercial in movie theatres this summer.

After that, the carmaker will be “a little bit quiet for the time being," Cox told Automotive News. He, however, disclosed that the carmaker will show dedicated feature and benefit spots thereafter, a preview to the big pitch in December.

Chrysler added a third shift of 1,100 workers at its Belvidere Assembly Plant in Illinois, where it is producing the Dart alongside the Jeep Compass and Patriot.

Chrysler delivered its first Darts to its 2,400 dealers in June and July, but those were all red Rallye editions with manual transmissions. According to dealers, the first Darts prevented some buyers to take test drives as they are not familiar with using the shift stick. Dealers told Automotive News that they are eager to receive the automatic models.

Joe Dehner, Head of Dodge Design for the Chrysler Group LLC, found designing the Dart a dream. The architecture was based on Alfa Romeo, allowing an exterior design with great dimensions that says how fun it will be to drive. That, along with racing styled tail lights inspired by the Charger, new and elegant crosshair grille, and piano black touches, add up to a performing-inspired look that has the perfect measure of attitude.

The CUS-wide (Compact US Wide) architecture of the Fiat Group has low, broad, and lengthened proportions that ensure a steady body-in and wheels-out posture as well as a silhouette resembling a coupe. The CUS-wide base was open to emphasising the fender forms and to pressing the wheels as close to the corners as feasible.

This created a very sturdy look, permitting the Dodge design team to see amazing possibilities for some very dramatic sculpting. They stretched the look of the car’s skin over its frame as if they were stretching fabric along its surface.

While designing the new Dart, the designers drew inspiration from classically beautiful vehicle designs found through time. Each beautiful car stood out due to its surface and presence; they had no need for unnecessary decorations, jewellery, or shapes that could confuse the onlooker.

With the fundamental design settled, from the energetic lines to every angle’s curves, the design team included some Dodge attitude in. The Dart’s face was fashioned with the distinctive Dodge split-crosshair grille, that included a contemporary and elegant look that seems to float in the front face, giving the Dart the hallmark Dodge fully broad mask.

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