Dodge to Enter Market with Hot Marketing Push

The Dodge brand is planning big for the 2011 model year. It is redefining itself with six all-new or significantly redesigned vehicles, introducing new lifestyle packages, launching catchy new ads, actively participating in new events, and so on.

Dodge Durango recently led the way as it paced the race at the Dodge Rock ‘n’ Roll Virginia Beach Half Marathon presented by SunTrust for thousands of runners in Virginia Beach, Va., over the Labor Day weekend on Sunday, Sept. 5. (Read: New Dodge Durango Runs in Half Marathon)

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Chrysler Group also released images of the new 2011 Jeep Wrangler and Wrangler Unlimited. The new 2011 Jeep Wrangler interior highlights include a redesigned instrument panel and new storage areas with improved ergonomics and upgraded materials. (Read: Chrysler to Release New Version of Jeep Wrangler)

Meanwhile, the 2010 LA Auto Show will host 20 world debuts and more than 30 North American debuts across virtually all vehicle categories.

The show opens amidst improved auto sales and a growing sense of optimism that is evident from the increased number of debuts, more participating manufacturers and larger, more elaborate exhibits, say the show organizers. (Read: Over 50 Vehicles to Get Unveiled at LA Auto Show)

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“We’ve spent the last year redefining and building the Dodge brand. Now we’re going to show customers what the future of Dodge will look like,” said Ralph Gilles, president and CEO — Dodge Car brand, Chrysler Group LLC.

Between the end of this year and early next, the brand will fill dealer showrooms with an array of new or updated Dodge products, the company said today, Nov. 15.

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The Dodge Durango will lead the charge, followed by Dodge Charger and significantly redesigned Grand Caravan, Journey, Avenger and Challenger with two new powertrains.

These products will join Dodge Nitro and Dodge Caliber in dealer showrooms.

As the Dodge brand continues its journey into new advertising and dealership space, the company says, it’s also cementing relationships with consumers who live the active lifestyles the brand embraces through events and sponsorships.

These include the Rock ‘n’ Roll Marathon Series and continued support of Dodge Motorsports in the NASCAR Sprint Cup and Nationwide Series, as well as the new Viper Cup racing series.

Dodge’s presence at these events signifies an evolution in marketing strategy and activation since it became a car, minivan and SUV brand, separate from the Ram Truck brand.

The Dodge brand also is linking up with consumers on social networking sites. With all the new products coming for 2011, the brand is looking to add members to the Dodge family by reaching an entirely new buyer who may not have considered buying a Dodge before.

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Rakesh Raman