Dodge planning major marketing strategy in 2011 including Super Bowl ad

Article by Christian Andrei, on December 27, 2010

In a bid to entice car shoppers as industry sales rebound, Dodge plans a major marketing strategy in 2011, including advertising during the Super Bowl broadcast on Feb. 6, 2011.

In an e-mail obtained by Automotive News, Dodge CEO Ralph Gilles said he is grateful for the Charger and Durango orders, but the company could use “some extra love” on the Journey, Avenger and Caravan. In the e-mail, he urged dealers to order their allocations of 2011 vehicles.

Gilles added Dodge would launch marketing in Q1, including Super Bowl presence, with heavy Tier 1 multimedia spending.

Tier 2 will also increase based on the company's increased volume. The brand's U.S. sales are up 20 percent in 2010 through November to 351,285 units. Dodge is launching six new or revamped vehicles in 2011, more than any of Chrysler's other brands. The Challenger and Charger are restyled and re-engineered and the Durango SUV is new.

The Avenger, Grand Caravan and Journey also underwent major modifications. The vehicles are expected to arrive in dealerships this year, with volume launches taking place in the first quarter.

Dodge returned to the Super Bowl in 2010 after a five-year absence. Called "Man's Last Stand," that spot showed a sequence of resentful-looking men vowing to do various tasks, presumably for their wives, in exchange for driving the manly car they want: the Dodge Charger.

The ads featured the voice of Michael C. Hall, the lead actor of Showtime network series “Dexter.” [via autonews - sub. required]

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