The Americans are coming - Dodge, the self-appointed cowboy of the auto industry, is launching a product assault over the coming two years that aims to establish the American brand on the European landscape. 4Car recently got a sneak peek of Dodge's upcoming models. Raucous rock music, meant to signify the brand's extreme spirit, crashed from behind Chrysler Group suits who proudly announced a new era of braver, less inhibited car design.
First to join the SRT-10 supercar, already on sale here, will be a Golf rival in early 2006, followed by a mid-size SUV and a D-segment (Mondeo-size) model by 2007. Sadly, the retro-styled Charger now on sale in the U.S. won't make it over in its current form, but will "influence" the design of the family car; the popular Durango SUV and Ram pick-up truck won't take the trip across the pond either, deemed too large for European buyers. Nor is a smaller B-segment car planned to take on the likes of Ford's Fiesta and the next Vauxhall Corsa. A smaller, less butch model doesn't quite fit the Dodge mould, apparently, but hasn't been ruled out completely. Much will depend on the success of the Golf-size model.
By mid-2006, dealers in the UK will be selling Dodges, Jeeps and Chrysler products side by side; by 2007, Chrysler Group wants to be shifting 100,000 to 200,000 vehicles in Europe, and it wants Dodge to account for 50 percent of that growth. Those are ambitious figures by anyone's account. Marketing boss George Murphy says that twice the number of right-hand-drive and diesel variants will make it into the Chrysler Group ranges as the British market takes a larger proportion of sales year on year.
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| New model will be built in RHD and have a diesel variant |
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No doubt Dodge faces an uphill battle - not only must it convince European buyers that its products will be suitable for continental roads, but it's banking on a brand cachet that it believes will catch on in Europe. In America, respect has largely been earned by its pick-up trucks, which are seen as rugged, powerful brutes driven by rugged, powerful people. It's going to be difficult for passenger cars and smaller SUVs to trade on that theme.
Murphy admits that "it takes decades to achieve worldwide status for a brand," but he's confident that Dodge can deliver on its promises. The typical Dodge buyer, says Murphy, is young, edgy, capable, bold and assertive. And, of course, a bit of a bargain hunter. Dodges, after all, will come to market costing from 5 to 15 percent less than their Chrysler equivalents, and will undercut German brands, too.
