Dodge Brand Image Sheds Family Focus, Looks to Performance

When the Dodge brothers first founded Dodge, the brand focused on offering performance and speed at a low price. Over the years, the American car brand has turned away from its roots, instead offering cheaper, family-oriented models for the working class. Now, the Dodge Brand image is looking to go back to the beginning, changing its focus from a family-friendly image to one of pure speed.

This transformation started with the introduction of the Dodge Challenger SRT Hellcat—a hot-rodder’s dream. With 707 horsepower under the hood and a top speed of 204 miles per hour, the Challenger Hellcat can eat up a quarter mile in just 11 seconds. And the American carmaker has only just started.

“There’s a lot of work to be done,” said Sergio Marchionne, Fiat Chrysler Automobiles CEO. “But there is a unique place in the American mind for Dodge. And we need to satisfy that need.”

In the future, Dodge will no longer sell the Dodge Grand Caravan or the Avenger, instead focusing on its hot-rodding past that first kick-started the brand. For a glimpse at what Dodge’s future holds, stop in to Withnell Dodge today!

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