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

Just a month ago, Wolfgang Durheimer, the former president of Bugatti, was removed from the company so he could replace Stephan Winkelmann, former Lamborghini CEO and Audi Sport boss as...
by - September 23, 2017
BMW will be launching a new Competition Package especially for the M5’s 2018 model year. While in Frankfurt, Andy Cook, BMW’s product exec has talked with Motor 1 regarding some...
by - September 22, 2017
BMW’s pure M and M-performance are currently being offered with six- and eight-cylinder turbocharged engines. But while German premium rival Mercedes-Benz offers – through its AMG division – a line...
by - September 22, 2017
In a recent report by Automotive News, we learned that FCA is no longer pursuing its original plans in using Alfa Romeo’s Giorgio architecture on both the Dodge Charger and...
by - September 22, 2017
Volvo Cars is proving that it is serious in its intention to grab a good piece of the global market for premium sports utility vehicles. While its XC60 and the...
by - September 22, 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