Dodge improves its poor man’s image with performance offerings

Article by Christian A., on December 29, 2014

Dodge has been known for offering minivans and has been considered as the poor man’s Chrysler despite having a proud performance heritage. Now, Dodge is trying to shed off that reputation by rebuilding itself as a muscle-car brand that appeals primarily to men in their 20s and 30s.

The brand’s Charger SRT Hellcat is one of the products that will try to bring back its lost glory with its 707hp of output that allows it to cover a quarter mile in just 11 seconds while reaching a top speed of 204 miles per hour and devours the quarter mile in about 11 seconds.

Turning Dodge back into its old self would be a challenge to Fiat Chrysler Automobiles, since if fuel prices start to go up once more, these performance offerings from Dodge could be tough products to sell. FCA’s chief executive acknowledges these challenges, saying that there is a “lot of work to be done.”

He, however, remarked that there is a unique place in the American mind for the Dodge brand, which he called “the best-kept secret in the house” in an interview with Bloomberg.

Following Fiat’s taking control of Chrysler, Marchionne split Ram and Dodge, which left the Avenger, a rebadged Chrysler 200, and the Grand Caravan in the brand’s lineup.

This move turned the brand into a working-class offering – something that Marchionne is trying to erase by re-imagining the Charger and Challenger taking on the Chevrolet Camaro and Ford Mustang.

Dodge unveiled this year redesigned versions of the Charger and Challenger, but with more power and latest cockpit technology as well as a styling reminiscent of the original cars.

Dodge also gave the Durango SUV a performance upgrade, making it the most powerful among midsize SUVs. Leading Dodge’s attack is the Charger Hellcat halo car, which comes at a price of $64,000. [source: Bloomberg.com]

Topics: dodge

If you liked the article, share on:

Comments

Recommended

In the automotive industry, most brands will do what they can to expand their offerings to be present in every potential niche there is. The goal is clearly to increase...
by - April 30, 2017
Just days after unveiling the refreshed 2018 Toyota Yaris hatchback to the North American public at the 2017 New York Auto Show, the Japanese company is now disclosing how much...
by - April 30, 2017
The next generation Volvo XC60 will be soon on its way to dealerships and customers as the Swedish carmaker has already commenced production of the mid-sized sports utility vehicle at...
by - April 30, 2017
In September 27, 2016, Porsche initially filed for a patent that is the “Unique Active Rear Diffuser”. And earlier this week, on April 27, 2017, the United States Patent and...
by - April 29, 2017
The Insurance Institute for Highway Safety (IIHS) has given its Top Safety Pick+ award to the redesigned version of the 2017 Kia Cadenza. This was a result of excellent a...
by - April 29, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries