Dodge Finds Success by Being 'Different'
16 August 1999
Dodge Finds Success by Being 'Different'
- New Advertising Campaign to Highlight This Advantage -
AUBURN HILLS, Mich., Aug. 16 -- With a highly successful
lineup of cars, trucks and minivans, continual sales records, and a growing
group of loyal owners, the Dodge Division of DaimlerChrysler is
arguably one of the hottest brands in the automotive industry today. Dodge
has found the way to success is to offer products that are bolder and more
exciting than its competitors. In other words, by being different.
To underscore this approach, Dodge will introduce a new advertising
campaign and a change in its advertising theme line. "The New Dodge"
signature will be replaced by "Dodge Different" in all advertising, catalogs
and all other consumer communications.
The campaign, created by advertising agency BBDO Detroit, a part of BBDO
Worldwide, will begin in earnest on September 1 with a series of introductory
print ads. Outdoor and television advertising begins on September 7. The new
signature will accompany the largest and most comprehensive print and
television campaign in the division's 85-year history.
"Our customers today have told us we're different -- different than we
used to be and different from our competitors," said Jim Julow, Vice President
of Dodge Division. "And we're going to wear the 'different' term like a
badge."
The marketplace has responded to Dodge's unique approach in record
numbers. Sales have risen more than 94 percent since 1992 when Dodge
began its product renaissance while owner loyalty has risen more than 50
percent.
"Not only are we seeing new customers, but they're happier than ever,"
Julow said. "When we began changing our products several years ago, we asked
our customers to give us a look and we promised that we wouldn't disappoint
them. I'm glad they feel we kept our promise."
The commitment to being "different" at Dodge means offering unique
products that appeal to a wide audience. Each Dodge product offers a
combination of features that make it special in its segment. This includes
uncharacteristically large interior room, sporty ride-and-handling, best-in-
class capability and dynamic performance. And it's always presented in a
stunning exterior design package.
"When we launched 'The New Dodge' campaign in 1992, we sent a message to
the world that we were changing," Julow said. "And we succeeded in delivering
that message to our customers. That theme line served us well, greatly aiding
our brand's image. It's now a terrific springboard for our next campaign
phase."
The evidence of this approach runs through the entire product line.
As the creators of the original minivan, Dodge Caravan has been the
best-selling minivan in the world for 15 years running. By anticipating
customers' needs, Dodge Caravan remains the industry benchmark among minivans.
After four successful years as the boldest truck on the market, Dodge
introduced the Quad Cab version of its Ram full-size pickup in 1998. As the
first full-size pickup to offer four doors, Quad Cab is now the most popular
Ram model and part of a yearly Ram sales total that exceeds 400,000 units,
making it the highest volume line in the entire Company.
Dodge Durango burst on the scene in 1998 with a unique combination of
full-size sport-utility capability in a manageable compact package. This
"right-size" SUV is producing over 175,000 sales a year for Dodge.
The cutting-edge design, overall performance and state-of-the-art
technology of Dodge Intrepid make it the perfect choice for customers who
demand both personal driving enjoyment and the interior space of a sedan for
everyday driving.
Dodge Viper stands out on its own because there's truly no other car in
its class -- not in performance or price range. Viper was born of the passion
to produce a sports car for the true driving enthusiast.
The future looks just as bright for Dodge, as it continues to find new
opportunities within its existing product lines.
The 2000 Dakota Quad Cab, based on the highly successful Dakota compact
pickup, will be the most versatile pickup in its segment, offering four
full-size doors, six-passenger capacity and the most power and capability in
the compact pickup class.
Dodge will expand on its "brand within a brand" concept with two new R/T
products next year. The Neon R/T, based on the all-new 2000 Neon, is a
compact sport sedan without compromise, while Intrepid R/T will offer sports
car performance and handling in a five-passenger sedan.
"We have firmly established that Dodge is different," Julow said. "And we
plan to apply that philosophy to everything we do."