Stratus Out; Avenger In

[wpbharry]

http://www.detnews.com/2005/autosins...B01-326013.htm

Stratus out, Avenger in at Dodge

Name change may not be enough to battle Asians

By Brett Clanton / The Detroit News

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Chrysler is expected to yank the Stratus name from its Dodge midsize sedan when the car's replacement arrives in early 2007.

The new vehicle will be called Avenger, a moniker last used on a Dodge coupe that was killed off in 2000, according to sources familiar with the situation.

Chrysler officials declined to confirm the name change, which comes as the DaimlerChrysler AG unit is moving to toughen up the image of Dodge cars to mesh with the bold marketing of Dodge trucks.

Analysts say the car, even with a new name, will face challenges as it prepares to enter the ultra-competitive midsize passenger car category now ruled by the popular Toyota Camry and Honda Accord.

"It's going to be difficult to make as big of a splash as they have in other segments," said Erich Merkle, an industry analyst at IRN Inc. in Grand Rapids.

In 2004, Dodge passenger car sales plummeted by more than 25 percent, ending the year with 1.8 percent of the U.S. market, even as Chrysler's overall sales improved, according to Autodata Corp.

But the truck-heavy Dodge brand is hoping to revive car sales with vehicles like the recently launched Charger full-size sedan and upcoming Caliber, a small sport wagon due in early 2006.

"We always want to be competitive in these categories," said Chrysler spokeswoman Beth Ann Bayus. "That's certainly a priority for us."

The Avenger name was last seen on a coupe built for Dodge by Mitsubishi Motors Corp. that was on the market between 1995 and 2000. The nameplate also appeared on a 2003 concept vehicle.

Avenger is an improvement over Stratus, a name that reinforced the blandness of the current vehicle, said Jim Hall, an analyst with AutoPacific in Detroit.

"When the name is a punch line in a 'Saturday Night Live' skit, you got problems," Hall said, referring to a sketch starring Will Farrell as the father of a dysfunctional family who repeatedly screams "I drive a Dodge Stratus!"

Chrysler will spend $240 million to renovate a factory in Sterling Heights for the launch of the next generation Chrysler Sebring sedan and convertible and the four-door Avenger. The first Sebring is expected next summer.

The Sebring-Stratus lineup hit its peak in 2001 with sales of 251,000, according to industry consultant Global Insight. But the Sebring-Avenger combo is expected to fall short of that mark.


Sounds like a good idea to me. The "cloud car names" don't really apply anymore, anyway, IMO. (Late edit was to fix spelling in my comment)

[atomicshark]

I wonder if the Avenger will only be a sedan?

[Buick61]

Good. The Stratus name was weak. And at least they didn't choose a name that would upset to the pitch-fork toting brand-loyalists. Imagine if they called it the Challenger?

[DuSpinnst]

The Stratus and it's dead brother the Cirrus are dumb names. Who names cars after clouds?

[atomicshark]

Originally Posted by DuSpinnst

The Stratus and it's dead brother the Cirrus are dumb names. Who names cars after clouds?

The old Chrysler marketing dudes.

[Buick61]

Who names cars after pretentious French-sounding words/places? Oh right, Buick does that.

[Kennyboy]

Avenger, now that movie brings back bad memories. "shrugged"

[tgagneguam]

I'm glad that Detroit is making some moves to challenge the Asian makes in cars. I would only hope the moves are more clear and purposeful. It annoys me that Detroit seems to have abandoned several key car segments.

[wpbharry]

Avenger is only a sedan (no coupe) and the Sebring is a sedan and convertible (no coupe, either).

What surprised me about this article is that the rumors about a Dodge 5-door hatch (or wagon), bigger than the Caliber, is apparently untrue. I'm not sure that's smart.

[mjd1001]

I like the Avenger name, I was a little dissapointed when Dodge dropped it.

That said, even though the name "Avenger" doesn't have much history or heritage, to me it immediatly brings up images of a 2 door coupe.

To put this on a 4 door car is similar to Dodge using the name of "Charger" on a 4 door.

Once again it probably won't upset as many people as calling a 4 door a Charger, but I wish Dodge would reserver their good names for whatever coupes they may try to build. After all, I'm sure with as much money as they pay their marketing people they can come up with some good names for their sedans.

[SweetHemi1]

Originally Posted by mjd1001

I like the Avenger name, I was a little dissapointed when Dodge dropped it.

That said, even though the name "Avenger" doesn't have much history or heritage, to me it immediatly brings up images of a 2 door coupe.

To put this on a 4 door car is similar to Dodge using the name of "Charger" on a 4 door.

Once again it probably won't upset as many people as calling a 4 door a Charger, but I wish Dodge would reserver their good names for whatever coupes they may try to build. After all, I'm sure with as much money as they pay their marketing people they can come up with some good names for their sedans.

"Avenger" was the name of the Navy's WW2 torpedo bombers, wasn't it? It took over for the older and slower Devastators.

[DuSpinnst]

Originally Posted by mjd1001

I like the Avenger name, I was a little dissapointed when Dodge dropped it.

That said, even though the name "Avenger" doesn't have much history or heritage, to me it immediatly brings up images of a 2 door coupe.

To put this on a 4 door car is similar to Dodge using the name of "Charger" on a 4 door.

Once again it probably won't upset as many people as calling a 4 door a Charger, but I wish Dodge would reserver their good names for whatever coupes they may try to build. After all, I'm sure with as much money as they pay their marketing people they can come up with some good names for their sedans.

Well in DCX's mind coupes are pointless. I would expect (other than sports cars) maybe one coupe from them.

[AdmiralViscen]

I don't know why the 'Asian competition' had to be mentioned ten times in an article about a sedan with a new name.

Dodge is really pushing this 'man's brand' thing.

Early 2007 is way too far away for these replacements.

[TaHoE]

Originally Posted by Buick61

Who names cars after pretentious French-sounding words/places? Oh right, Buick does that.

...and trust me, no one appreciates those names either...well at least I don't!

[camaroman22]

what? avenger sedan?! instead of an avenger coupe? how many stupid mistakes does Dodge have to make before they figure out NOONE WILL LIKE THEIR IDEAS.