| The Dodge brand under the Chrysler Group | | | | which Dodge’s smallest and most fuel-efficient |
| manufacturer of Jeep window regulator is planning to | | | | model increasing by 32 percent while the Charger |
| downsize its advertising slogan from “Grab Life by | | | | sedan was able to post a 40.8 percent increase. Ram |
| the Horns” to simply “Grab Life” in an effort | | | | sales decline by 1.1 percent. |
| to portray Chrysler’s best-selling marquee as more | | | | Dodge is also seeking other markets such as women |
| than just a truck brand, according to a reliable source | | | | car buyers and younger car buyers. According to |
| familiar with the plan. | | | | Auto Pacific, the marketing and product consulting firm |
| For the past couple of months, Dodge has rolled out | | | | that has offices in California and Southfield, 78 percent |
| the Avenger midsize sedan, the Caliber hatchback, and | | | | of Dodge buyers are men, compared to the |
| the Nitro small SUV, for fear that its not gaining many | | | | industry-wide 65 percent. It was also found out that |
| sales because the brand is so associated with the | | | | the median age of Dodge buyers is 53. |
| trucks like the muscular Dodge Ram pickup. | | | | The shift in tagline and new ads also come against a |
| A Chrysler official refused to give his views on the | | | | backdrop of dealer dissatisfaction with recent Dodge |
| shift, by saying that it is not the policy of the company | | | | brand commercials which they felt have completely |
| to discuss future marketing plans. But according to a | | | | failed to differentiate Dodge models from its other |
| person that is familiar with the plan has told The Detroit | | | | competitors especially when the commercial showed |
| News that new slogan is to be revealed in a series of | | | | a vehicle flying into midair after getting a jump from a |
| television ads scheduled to air in the coming weeks. | | | | Dodge Nitro. |
| Some dealers have also said that they were aware | | | | The President of Wilson Dodge in Flowood, Miss. Doug |
| of the change but requested for their identity to be | | | | Wilson is not aware of the plans to change the slogan |
| kept secret. | | | | of the Dodge commercial however he said that if it is |
| The new campaign is being developed by BBDO in | | | | true then there’s always some room for |
| Detroit. It is not yet sure whether the new marketing | | | | improvement in Dodge ads. |
| approach will attract new buyers but some experts | | | | A non-executive Chairman of the consulting firm |
| say that it still depends on the execution of the said ad. | | | | Courland Automotive Practice in Rochester, Vic |
| According John Henke, a marketing professor at | | | | Doolan said that if Dodge is determined in attracting |
| Oakland University who follows automotive advertising, | | | | buyers it has to change the perception of consumers |
| "They need something with the same cachet. If they're | | | | of the brand. He also said that Chrysler needs to let |
| going to make a change, it should be a bigger change | | | | consumers see beyond the manly façade of Dodge |
| that should be more apropos." | | | | and it will take more than just a shift of slogan. "It's not |
| The change in slogan is being planned as Dodge car | | | | a marketing exercise," said Doolan, who headed BMW |
| sales are growing with new model rollouts while its | | | | North America for nine years. "It's a complete brand |
| truck sales are declining amid volatile gasoline prices. | | | | exercise." |
| While the Ram remains to be Chrysler’s best-selling | | | | Doolan to illustrate his point said that Chrysler can learn |
| single model, it is also one of the oldest designs in the | | | | from some auto brands like Saturn that have |
| pickup segment. Some of its main rivals such as Ford | | | | successfully shaped consumers’ thinking and are |
| F-150 and the Chevrolet Silverado have both been | | | | now famous for their no-haggle dealership experience. |
| redesigned in recent years. | | | | Mazda is another brand from which Chrysler can learn |
| Last March, the Dodge brand sales decline by 4 | | | | a thing or two, Ford has advertise the brand |
| percent with demand for trucks off by 6.6 percent | | | | emphasizing on its quality such as sporty and |
| whereas car sales increase by 3.4 percent. The | | | | affordable. |
| biggest gains were recorded by the Caliber hatchback, | | | | |