Dodge Continues to Build Powerful Momentum: -
AUBURN HILLS, Mich., Jan. 7 -- With Dodge Durango, Ram
Quad Cab, Intrepid, Dakota R/T, Neon R/T, Ram Van and
Wagon, 1998 marks the largest model year product launch
in the history of the Dodge brand.
Fisher, General Manager of Chrysler's Dodge Division introduces the
concept "Big Red Truck," (L) and the 1998 Dodge Dakota R/T at the
North American International Auto Show 1/7/1998.
to build momentum in the marketplace by offering a complete lineup
of cars, trucks, minivans and sport-utility vehicles that are bold,
powerful and capable," said Ray Fisher, General Manager of the Dodge
Division. "To maintain this momentum, we are focusing on building
depth into the brand by further enhancing performance capabilities
in our products."
Big Red Truck and Dakota R/T, shown together at the 1998 North
American International Auto Show, are excellent examples. Big Red
Truck showcases the new Cummins 24-Valve Turbo Diesel Engine for
1998 Dodge Ram pickups while the 1998 Dakota R/T pushes compact
pickup truck performance to a new level with its 250 horsepower
5.9-liter Magnum V-8 and a performance-tuned exhaust and suspension.
Dodge brand's success in the marketplace has been nothing short of
tremendous. In the past five years, Dodge retail sales have
increased 100 percent while brand loyalty has more than doubled from
25 to 52 percent. Armed with a showroom full of brand new 1998
vehicles, Dodge is well-positioned to build on that success.
The momentum for the brand began in 1992 with the introduction of
Viper and Intrepid. Viper redefined the American sports car and set
new records in performance while Intrepid rewrote the rules in the
full size sedan market. Momentum continued in 1993 when Dodge
introduced a re-designed Ram with a distinct, aggressive,
over-the-road look that quickly tripled marketshare in the pickup
truck market from seven to 21 percent. Building on the success of
Ram, Dodge redesigned the Dakota compact for 1997 and gave it the
same bold appearance. The strong family resemblance of Ram continued
with the debut of the 1998 Dodge Durango.
"Great things are happening at Dodge," said Fisher. "A lot of our
customers tell us, 'Dodge is back.' With our lineup of new 1998
vehicles,they should also know we're here to stay."