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January 18, 2006

Dodging the obvious, till now 

It took a while—probably tied to the legalities of whom owns the brand outside North America—but has announced its for it today. Joe Eberhardt, with the rather long-winded title of Executive Vice President, , Sales and Service— Group, says Dodge will be for drivers who want bold .
   I think back to the days of Chrysler Corp. when the whole company was about bold cars. It had its times down to record levels and Chrysler, Dodge, and were each quite well defined. There were exciting plans for Plymouth, with the showing the retro face of future Plymouth products. All Chrysler cars were visually strong, even if, by European standards, the smaller ones were a bit dodgy engineering-wise.
   But AG initially did not know what to do with the . Cancelling Plymouth meant that Chrysler had to stop fighting Lincolns and Cadillacs, which might have been a good thing, but for the fact the once- had to occupy both budget and pricey segments.
   It’s taken a while to get it sorted. Chrysler now has a strong position as a in a well designed suit with modern threads; Dodge is bold and showing your hairy chest, and Jeep is just showing your hairy chest.
   But what sparked this blog posting was Mr Eberhardt’s press release summary of ‘five primary tenets of that he uses to drive the successful results to date for the Chrysler Group’. These read like ‘Branding 101’. I’m glad Mr Eberhardt has told us all this, but I have to ask: what did Chrysler do prior without knowing the obvious?
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