Dodge Continues to Build Powerful Momentum

7 January 1998

Dodge Continues to Build Powerful Momentum

    AUBURN HILLS, Mich., Jan. 7 -- With Dodge Durango, Ram Quad
Cab, Intrepid, Dakota R/T, Neon R/T, Ram Van and Wagon, 1998 marks the largest
model year product launch in the history of the Dodge brand.
    "Dodge continues to build momentum in the marketplace by offering a
complete lineup of cars, trucks, minivans and sport-utility vehicles that are
bold, powerful and capable," said Ray Fisher, General Manager of the Dodge
Division.  "To maintain this momentum, we are focusing on building depth into
the brand by further enhancing performance capabilities in our products."
    Big Red Truck and Dakota R/T, shown together at the 1998 North American
International Auto Show, are excellent examples.  Big Red Truck showcases the
new Cummins 24-Valve Turbo Diesel Engine for 1998 Dodge Ram pickups while the
1998 Dakota R/T pushes compact pickup truck performance to a new level with
its 250 horsepower 5.9-liter Magnum V-8 and a performance-tuned exhaust and
    Dodge brand's success in the marketplace has been nothing short of
tremendous.  In the past five years, Dodge retail sales have increased
100 percent while brand loyalty has more than doubled from 25 to 52 percent.
Armed with a showroom full of brand new 1998 vehicles, Dodge is well-
positioned to build on that success.
    The momentum for the brand began in 1992 with the introduction of Viper
and Intrepid.  Viper redefined the American sports car and set new records in
performance while Intrepid rewrote the rules in the full size sedan market.
Momentum continued in 1993 when Dodge introduced a re-designed Ram with a
distinct, aggressive, over-the-road look that quickly tripled marketshare in
the pickup truck market from seven to 21 percent.  Building on the success of
Ram, Dodge redesigned the Dakota compact for 1997 and gave it the same bold
appearance.  The strong family resemblance of Ram continued with the debut of
the 1998 Dodge Durango.
    "Great things are happening at Dodge," said Fisher.  "A lot of our
customers tell us, 'Dodge is back.'  With our lineup of new 1998 vehicles,
they should also know we're here to stay."

SOURCE  Chrysler Corporation

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