Dodge to become a "lifestyle brand" (new 7-seat CUV & new badge coming)

[nadepalma]

Did anyone catch this in the report below that Dodge will become more of a "lifestyle brand" for all customers?

What the hell happend to the idea of taking Dodge and pairing it closer to Alfa Romeo and making more of a "sporty/peformance" brand out of Dodge?

Take a look below...

Dodge planning seven-passenger crossover
Rick Kranz
Automotive News | November 4, 2009 - 12:11 pm EST

For the fourth quarter of 2010, the Dodge car brand is planning a seven-passenger crossover.

Dodge also plans updates next year for the Avenger sedan, Journey crossover, Caravan minivan and Charger muscle car.

The changes will start a larger shift of Dodge into a lifestyle brand for all consumers, not mainly to men interested in high performance.

In 2012-2013, Dodge plans:

• A new vehicle for North America in the C segment, which encompasses cars such as the Ford Focus.

• A hatchback smaller than the C vehicle.

• A new sedan to replace the Avenger.

In addition, production of the Dodge Viper will end next summer, and an unnamed sports car will be added in 2012.

Later this year, Dodge will give the Caliber compact a new interior along with a market repositioning. The 2010 Caliber will be the first vehicle to reflect the new marketing strategy for Dodge.

“Cars will be created with personality and presence,” said Ralph Gilles, CEO of the Dodge brand.

The car brand will be repositioned by year end, he said. The overhaul of branding and marketing will be finished in the second quarter of 2010.

“Eleven Dodge vehicles will be redesigned or significantly refreshed by 2014,” he said. "America has changed. Fun is ageless, and that will be reflected in the products."

The Ram pickup will move to a new brand devoted to work and commercial vehicles.

"Dodge was overshadowed by the Ram brand," Gilles said.

The Ram truck brand continues with the Ram logo. Dodge cars will have a rectangular logo, with silver letters and a black background.

The Ram image will rugged, Gilles said. The Dodge image will be youthful and refined.

MORE AT: http://www.autonews.com/article/2009...911049981/1251

[Buick61]

Yeah, all of this was covered in the Chrysler/Fiat press conference thread.

Will be neat to see how it pans out.

[megeebee]

"Lifestyle Brand"????

SPARE ME!

This is what any manufacturer of consumer goods says when they can't think of anythng else more concrete. A pointless platitude that sounds good. It means everything, and at the same time nothing.

I fear for the future of Dodge.

[nadepalma]

Originally Posted by Buick61

Yeah, all of this was covered in the Chrysler/Fiat press conference thread.

Will be neat to see how it pans out.

I hadn't seen that thread anywhere - sorry.

I think that this is an interesting approach, but not sure if I agree with killing the "performance oriented" image that Dodge currently has. While we all recognize that there are some obvious duds in the lineup (Caliber, Avernger), there are certainly some sport-oriented models that deserve such a label (Challenger, Charger, Viper).

Why would they abandon that "appeal" and go for a lifestyle direction?

And furthermore, why would they abandon the "tie-up with Alfa Romeo" strategy that they were harping on forever and move in this direction? I mean, doesn't this present mixed message on top of everything else?

At this point, I'd just like to see them stick to a strategy and move ahead. No more mixed signals please.

[nadepalma]

Dodge cars will have a rectangular logo, with silver letters and a black background.

Uh, that doesn't sound like a logo to me. That sounds like some kind of script with a box around it. I understand the need to let the new Ram Brand keep the Ram Logo from the current Dodge lineup, but certainly they came come up with an actual logo that is more meaningful than this, no? Shouldn't a logo have some kind symbol, emblem, or shield of a kind that "stands for" a particular brand?

Just my two cents.

[Buick61]

Originally Posted by nadepalma

I hadn't seen that thread anywhere - sorry.

Absolutely nothing to apologize about!

Originally Posted by nadepalma

Uh, that doesn't sound like a logo to me. That sounds like some kind of script with a box around it. I understand the need to let the new Ram Brand keep the Ram Logo from the current Dodge lineup, but certainly they came come up with an actual logo that is more meaningful than this, no? Shouldn't a logo have some kind symbol, emblem, or shield of a kind that "stands for" a particular brand?

Just my two cents.

When it comes to logos, the 1950s had put more effort into badges, insignias, and emblems than any other time period.

Dodge had this thing in '57 on Lancers:


And this in '58:


Even just the lettering (big block chrome DODGE or PLYMOUTH) spelled out on the hood or decklid looked neat-o-rific!

[Olds88]

Don't forget the crazy awesome Oldsmobile Rocket emblem



And of course the Ford Greyhound that Jaguar so happily ripped off

[Stéphane Dumas]

I guess it's time for Dodge to bring back the "Fratzog" http://media.photobucket.com/image/f...atzogtheme.jpg

[civilzues]

Originally Posted by Stéphane Dumas

I guess it's time for Dodge to bring back the "Fratzog" http://media.photobucket.com/image/f...atzogtheme.jpg

that's actually pretty cool.

[nailhead425]

Obviously the brainchild of someone unfamiliar with the term Mopar or Mopar fan. It is already a lifestyle brand.

I woke up one day and relized I was becoming a Mopar guy.
I flipped out and bought an old Suburban.

M---moments
O---of
P---power
A---are
R---rare.

[Exploder]

I guess the most honest response I can give is I don't know what to make of this.

The Charger, Challenger, and Caravan will be kept for what they are now, and hopefully the Viper retains its name with its reincarnation/successor.

For the cars below those however they should just focus on getting the quality and engines up to snuff first before making any 'brand directions' with them.

[OLDSCHOOLGMFAN]

"Lifestyle brand"? Uh-oh, that sounds like the same kind of thinking that leads to alphabet soup name crap and trying to turn whole Detroit car brands into "import fighters". I don't like it! Dodge should keep it's performance image, it's Truck division, and the Ram logo! Those 50s logos and emblems do look great though!

Why didn't they talk about the new Ram van?

[Bravada]

And furthermore, why would they abandon the "tie-up with Alfa Romeo" strategy that they were harping on forever and move in this direction?

I've told you long ago, it was a one-off comment by Marchionne (apparently, I've never even heard him say that) that's been blown out of proportion, and you made it into a "strategy".

The official strategy is to pair Dodge with Fiat and Chrysler with Lancia, with Jeep and Alfa Romeo present in all major markets. Apparently the upcoming Dodge Avenger will be a Fiat Croma replacement in Europe. I would also expect the new Dodge compact sedan to be the new Fiat Linea, and the imported B-segment Dodge to be the Punto. More interestingly, the Journey will become a Fiat no later than 2011, as Fiat seems rather keen to phase out the Dodge and Chrysler brands in Europe and some other markets, but the Journey continues to sell well. It will effectively replace the Fiat Ulysse.

[Uzzy]

Originally Posted by nailhead425

Obviously the brainchild of someone unfamiliar with the term Mopar or Mopar fan. It is already a lifestyle brand.

I woke up one day and relized I was becoming a Mopar guy.
I flipped out and bought an old Suburban.

M---moments
O---of
P---power
A---are
R---rare.

M---Move
O---Over
P---People
A---Are
R---Racing

This new Dodge emblem sounds a lot like the old Toyota "emblem."

http://carphotos.cardomain.com/ride_...0002_large.jpg

[OLDSCHOOLGMFAN]

Dodge don't need to copy any old Toyota logo. They can look in their past and find more than enough inspiration.