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Dodge to Launch 1998 Ad Campaign for Durango and Intrepid

6 October 1997

Dodge to Launch 1998 Ad Campaign for Durango and Intrepid

    AUBURN HILLS, Mich., Oct. 6 -- Dodge will hit the airwaves
with a major television advertising campaign to support its latest "look-at-
me" vehicles, the all new 1998 Dodge Durango and Dodge Intrepid.
    "Like Dodge Ram and Dakota, we expect these new vehicles to make dramatic
statements in their respective segments," said Ray Fisher, General Manager
for the Dodge Division.  "Our strategy is to communicate that Dodge is a
bold, aggressive brand that is focused on constant innovation and renewal
in every one of our product categories."
    With the theme-line of "We're Covering New Ground," commercials for the
1998 Dodge Durango highlight the vehicle's right-sized package in the compact
sport-utility vehicle segment.  Specifically, commercials focus on Durango's
spacious interior (three rows of seats for up to eight passengers),
versatility, and best-in-class towing and power capabilities.
    The 1998 Dodge Intrepid, designed and engineered entirely on computer,
makes a bold statement in the passenger car segment with aggressive, sporty
new design cues.  To communicate precision in the design, engineering, and
manufacturing processes, commercials showcase Cyber-synthesis(TM), Chrysler
Corporation's state-of-the-art design technology.
    Set in a cyberspace world of digital safety labs, roads and climates, each
spot follows Intrepid through the development and testing process.
Commercials feature actual computer animation graphics that were used to test
Intrepid in a virtual world.  The theme-line for the 1998 Intrepid is "We're
Changing Everything. Again."
    In addition to the Durango and Intrepid campaigns, Dodge will also update
its trademark brand commercial, "Time," by incorporating Intrepid and Durango
into its full line-up of signature red vehicles that glide through panes of
glass.  A second commercial, titled "Kaleidoscope," is a new brand spot that
features ever-changing images of both Intrepid and Durango.
    "The Dodge brand continues to gain momentum in the marketplace," said
Fisher.  "Over the past six years, Dodge retail sales have increased 100
percent and consumer loyalty has more than doubled to 52 percent.  Whether
it's cars, trucks, minivans, or sport-utility vehicles, our mission at Dodge
is to offer a full line-up of vehicles that are bold, powerful and capable."
    Dodge Durango television commercials break Nov. 3 during ABC's Monday
Night Football while Intrepid commercials begin in early January with the
college football Bowl games.  Brand spots featuring both Durango and Intrepid
break in early November.  Advertising supporting the Ram Quad Cab started in
early September and continues throughout 1998.  Ads were produced by
Southfield, Mich.-based agency BBDO.

SOURCE  Chrysler Corporation