Most recently we've witnessed this process played out in the U.S. automaker's most recent products, starting with the Pacifica crossover that features M-B derived suspension components, to the Crossfire that is close to forty percent SLK.
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| The Dodge Sling Shot poses a unique opportunity for Chrysler Group, strike a chord with young, less affluent drivers and opening doors to new international markets. (Photo: DaimlerChrysler Canada) |
But the technology advantage may not just end with powerful sports cars, sedans and crossovers, the domestic division might just get the opportunity to tap into what is becoming a lucrative subcompact market.
While not as burgeoning in the U.S. as in Canada, and not even close to the growth in Europe and other global markets, something along the lines of the Dodge Sling Shot poses a unique opportunity for Chrysler Group. Not only would it strike a chord with young, less affluent drivers in North America, but it could definitely open the same kinds of doors in markets which the Ram brand is less known.
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| DaimlerChrysler has plans to re-introduce the Dodge brand back into the European market. (Photo: DaimlerChrysler Canada) |
For instance, Dodge is targeting Europe as a new growth opportunity. Jeep products have long been revered by Europeans, while the Chrysler badged Caravan is gaining in popularity. The Viper, that has also worn the blue ribbon logo throughout its European tenure, is an icon of American excess - albeit the kind of excess the majority of car enthusiasts appreciate.
DaimlerChrysler will re-launch Dodge (yes it was once part of the European "roadscape") in Europe with the introduction of the recently updated Viper SRT-10, this coming September at the Paris motor show, to be sold alongside Chryslers and Jeeps through existing Chrysler Jeep retailers. The event coincides nicely with the nameplate's nonagenarian birthday celebrations -- yes Dodge turns 90 years old in 2004.