Dodge to use 3 halo cars to target younger buyers in new ads

Article by Christian A., on January 15, 2015

Now being marketed as a performance brand, Dodge is planning to offer three high-powered halo vehicles and new advertising targeted towards younger buyers to make sales keep on coming this year. In May last year, Dodge’s role as FCA US’s full-range brand was shifted to Chrysler, which means that its brand head Tim Kuniskis has to replace sales of the discontinued Avenger sedan and the soon-to-be-discarded Grand Caravan minivan.

Kuniskis is changing Dodge advertising to let out a message of invincibility and fun of youth, which means the focus will be on horsepower and performance.

To highlight those features, Dodge will use the 707-hp Challenger SRT Hellcat, Charger SRT Hellcat and the 645-hp Viper. According to Kuniskis, the buzz that the brand built around the rollout of its refreshed Charger and Challenger as well as its other marketing efforts helped it become the most-searched auto brand on Google for three months in 2014.

He noted that Dodge was the third most-searched auto brand on Google for 2014, next to Ford and Jeep. Dodge’s TV spots suddenly became more energetic, with reality-TV star Richard Rawlings taking over last summer.

As part of its 100th anniversary, Dodge is touting its roots in John and Horace Dodge, with spots casting the brothers as high-spirited millionaire playboy inventors.

According to Kuniskis, the centennial in 2014 allowed the brand to "push the envelope" to tell the Dodge Brothers story and relate it to the present day. He remarked that the were successful in changing people’s perception of Dodge.

Topics: dodge, advertising

If you liked the article, share on:

Comments

Recommended

Nissan revealed that the new 2017 Rogue Sport crossover will be priced in the U.S. market at $21,420. Specifically, this is for the front-wheel drive version of the Rogue Sport...
by - April 26, 2017
Remember the E30 BMW M3? Yes, the one from 1990. If you remember it right, it was also the company’s most iconic car and probably one of the best BMW...
by - April 26, 2017
Ferrari is cooking up something interesting for us. The last time they released the 488 GTB was two years ago, followed by a 488 Spider and several versions of it....
by - April 26, 2017
After launching the latest version of the BMW M550i xDrive, the German carmaker is now introducing its diesel counterpart -- the new M550d xDrive (G30/G31). Available either as a sedan...
by - April 26, 2017
A lot of news has been going around about the 2018 Dodge Challenger SRT Demon lately, and people are arguing whether the 840 horsepower vehicle by Fiat Chrysler should be...
by - April 26, 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