Dodge revs up marketing strategy to mark 100th anniversary

US car brand Dodge is seeking to put some vroom into its advertising as it celebrates its 100th anniversary by delivering a more ‘high-energy’ message through collaboration with TV presenter Richard Rawlings, host of Discovery’s Fast N Loud car makeover show.

Designed to promote three new vehicles; the Challenger SRT Hellcat, Charger SRT Hellcat and Viper it also aims to draw younger buyers to the brand through 2015. Dodge claims to have met with some success with the new strategy already after becoming the third most searched for automotive brand on Google last year, behind Ford and Jeep.

Tim Kuniskis, Dodge’s brand head, said; “Dodge works when we're not the same as everybody else," Kuniskis said. "I always say that I want to be the Charger of every segment -- completely different than anything else in the segment.”

Elsewhere the brand has gone back to the its roots by casting its Dodge brother founders, Horace and John, as millionaire playboy inventors.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.