The Auto Channel
The Largest Independent Automotive Research Resource
The Largest Independent Automotive Research Resource
Official Website of the New Car Buyer

ASC Aftermarket Products Unveils Dodge Dakota MUV at 1999 SEMA

4 November 1999

ASC Aftermarket Products Unveils Dodge Dakota MUV at 1999 SEMA
    LAS VEGAS, Nev., Nov. 3 -- Offering "driving comfort and
convenience for up to six passengers, with the utility of a full-size truck,"
unveiled the Dodge Dakota MUV - Multi-Use Vehicle at the 1999 SEMA Show in Las
Vegas, Nev.  The truck features four ASC-branded products, along with
12 products from ASC sponsor companies.
    "We have a great opportunity in working with Dodge to introduce and
promote this product," said Tom Corton, national sales manager for ASC
Aftermarket Products. "While Dodge has the opportunity to show off its
attractive, versatile compact truck, ASC can demonstrate the many products
available to enhance the beauty and upgrade the function of this vehicle."
    The ASC Dakota MUV utilizes the 2000 Dodge Dakota Quad Cab(TM), the
industry's biggest and most powerful compact pickup. Through extensive
consumer research, Dodge learned that consumers wanted a family car with the
flexibility to handle the workload of daily life. The Quad Cab's cabin offers
six-passenger seating with a full four-door configuration. Wide-opening rear
doors with full roll-down windows offer unrestricted passenger ingress and
    The cargo box has been re-sized, yet still delivers the best payload-
carrying capacity of any compact domestic pickup. Powered by a V-8, 4.7-liter
Magnum engine, the truck provides all the towing and transporting power
    "We call this a 'Multi-Use Vehicle' because the truck is truly designed
for maximum use in a variety of functions," said Corton. The truck's new MUV
logo illustrates people in a variety of activities -- working and playing. It
is designed to represent not only the many activities which require the
sportiness and versatility of the Quad Cab, but also the aesthetic and
convenience benefits from the ASC products.
    "The addition of ASC's aftermarket products enhances the truck's inherent
utility, function and convenience. And it illustrates ASC's approach to the
accessory market - that of matching accessories to the overall function and
end-use of the vehicle," said Corton.
    A centerpiece in the Dakota MUV is ASC's 750 VSS sunroof, featuring an
illuminated single-touch, auto-close switch which is part of an electronic
logic system. The sunroof also offers an attractive, practical, aerodynamic
side-to-side and front-to-back contour, and a factory interior finish.
    The truck also features two mobile entertainment systems from ASC -- the
MVS I by ASC and the MVS II by ASC. The MVS I is an overhead video system
featuring a one-inch-thick flip-down screen, an installed VCR, built in
television tuner and FM modulator, and wireless headphones. The MVS II
features two 5" flat screen LCD monitors mounted in the back of each of the
vehicle's front seats, a floor-mounted VCR, built in television tuner and FM
modulator, and wireless headphones.
    Two vehicle and personal protection products -- Tracker by ASC and
Protector by ASC -- are also included in the Quad Cab MUV. Utilizing Global
Positioning System (GPS) technology, the products offer two-way communications
for directions or in emergency situations; step-by-step directions through
urban or rural areas; monitoring of vehicle systems to assist if the driver
has problems; and extensive theft recovery features.
    In addition, the Quad Cab MUV includes products from several other
suppliers. They include:

    * Custom leather interior from Classic Soft Trim, Inc.
    * Carbon fiber dash trim kit from Sherwood-USA, Inc. Trimmaster
    * Custom floor mats from Lloyd Mats
    * Pow'rslider Rear Window from C.R. Laurence Co., Inc.
    * Step shields from Auto Ventshade
    * Running boards from Cord Design
    * Tonneau cover from Astro Truck Accessories
    * Good Hood from Keystone Restyling Products
    * Catz driving lights by FET, Inc.
    * Exhaust system from Borla Performance Industries
    * Hindsight 20/20 backup warning system from Sonar Safety Systems
    * Custom wheels and tires from The Wheel Source

    "This program allows Dodge to showcase the power, towing capability, room
and beauty of the Dodge Dakota Quad Cab," said Mark Heber, Dodge Truck
marketing specialist. "We are utilizing 22 vendors such as ASC this year to
demonstrate the scope and breadth of just what we can do with these vehicles.
The MUV from ASC is an excellent example of the styling and function you can
bring to the Dakota."
    Production of the 2000 MY Dakota Quad Cab began in October. Models should
be in showrooms before the end of 1999.
    "The SEMA Show is the best location to introduce these products," said Ron
Leslie, regional sales manager with ASC. "It also gives us a chance to feature
the many products offered by the ASC network of licensees." In addition to
SEMA, the Dakota MUV will be on display at several other national and regional
trade shows and other aftermarket events throughout 2000.
    ASC is a global specialty vehicle and products manufacturer with four
operating activities: Aftermarket Products engineers and develops vehicle
accessories for the aftermarket; Engineered Systems manufactures and
distributes open-air systems (sunroofs and convertible tops) and composites
(removable hardtops and molded products) for OEM and aftermarket applications;
Specialty Vehicles supplies the automotive industry manufacturing expertise,
development and production of specialty vehicles; and Creative Services
provides automotive design, engineering and prototype services.
    Headquartered in Southgate, Mich., ASC maintains operations throughout the
U.S. and Canada, and in Germany and Korea.

    Note:  ASC is located at booth #4432 at the 1999 SEMA Show, Las Vegas
Convention Center.