Dodge Rolls Out Ads for All-New 1997 Dodge Dakota

1 November 1996

AUBURN HILLS, Mich., Oct. 31 -- "The all-new 1997 Dodge
Dakota -- it's full of surprises" will be the communications theme and
tag line when launch ads begin airing on November 4 during ABC's
Monday Night Football.

"Six television spots and seven print executions will highlight the
unexpected combination of bold design, best-in-class power, payload,
towing and interior roominess not usually found in compact pickup
trucks," said Ray M. Fisher, Dodge Division General Manager.

The Dakota ads, created by BBDO Worldwide, Southfield, Mich., are in
keeping with the overall advertising personality of The New Dodge. The
Dakota is the star of each ad, showing off the truck's product
attributes such as nimble ride and handling characteristics, sporty
good looks and an armor-tough exterior. The ads also feature Dakota's
powerful V-8 engine (the only truck in the compact class with a V-8
engine), best-in-class interior roominess and among other customer
benefits, its exceptional safety features including standard dual air
bags and rear-wheel anti-lock brakes.

"Dakota has all the same competitive capability and character of our
successful Dodge Ram, but with a different personality," said
Fisher. "The new ads will reinforce the Dodge Truck lineage -- bold,
capable, powerful, fun-to-drive -- and clearly establish Dakota's
unique role within the Dodge family."

The TV spots will appear during prime time network television and NFL,
NHL, and college football. In addition, ads will also appear on cable
stations ESPN, Turner Broadcasting and Lifetime.

Dakota print ads will be placed in national publications such as
People, Sports Illustrated, Outdoor Life, Motor Trend, Car and Driver,
TV Guide, Rolling Stone and USA Today.

SOURCE Chrysler Corporation

/CONTACT: Megan Giles, 810-512-2670, or Terri Houtman, 810-512-2702,
both of Chrysler/ (C)