Beyond the style, Dodge's ''do more'' philosophy is evident in Caliber's five doors, including a rear hatch, which provide easy access to the vehicle's spacious interior.
Chrysler Group president and CEO Dieter Zetsche is certainly on board with the corporate strategy, describing the reveal of Caliber and its Nitro concept partner ''a great day for Dodge. These two new concepts suggest the global potential of the brand as it prepares to expand into world markets. While different in product expression, both Caliber and Nitro embody the bold, powerful and capable values of Dodge. Our international positioning for the brand and its future model line-up will be entirely consistent with these established core values.''
Joe Eberhardt, executive vice-president of global sales, marketing and service was just as stoked. ''We have a clear brand identity for Dodge. The brand is all about attitude -- it's bold, confident and assertive, and we have established a strong and distinct identity for our new Dodge products.''
Eberhardt says consumer research among 20,000 participants in Germany, France, Italy and the UK ''identified a segment of potential buyers that align themselves with the core values of Dodge.''
He says research also showed that there is not a single brand that leads this segment, ''creating opportunity for the Dodge brand to grow the Chrysler Group business internationally, while maintaining its unique brand identity.''
Chrysler Group has promised that, between 2003 and 2007, with the expansion of the Dodge brand, the company will more than double the number of Chrysler Group models available outside of North America. The number of right-hand drive and diesel-equipped models will also more than double during this same time period.
Beginning in 2006, says Eberhardt, the Dodge product portfolio for markets outside of North America will consist mainly of C- and D-segment vehicles, both left- and right-hand drive, ''offering powerful yet fuel-efficient petrol engines and state-of-the-art diesel engines.''
The company plans to sell the portfolio of Dodge cars alongside Chrysler and Jeep products in most of the existing Chrysler Group dealer outlets.
Expanding Dodge into ''key volume markets outside North America is a financially sound strategy,'' says Zetsche. ''It allows us to increase volume while leveraging our established dealer network and distribution structure. Dodge appeals to a different type of customer than Chrysler and Jeep, and its global expansion will contribute to our sustainable, profitable growth.''
photo:DaimlerChrysler AG
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| Dodge Caliber Concept (photo: DCX) |
Joe Eberhardt, executive vice-president of global sales, marketing and service was just as stoked. ''We have a clear brand identity for Dodge. The brand is all about attitude -- it's bold, confident and assertive, and we have established a strong and distinct identity for our new Dodge products.''
Eberhardt says consumer research among 20,000 participants in Germany, France, Italy and the UK ''identified a segment of potential buyers that align themselves with the core values of Dodge.''
He says research also showed that there is not a single brand that leads this segment, ''creating opportunity for the Dodge brand to grow the Chrysler Group business internationally, while maintaining its unique brand identity.''
Chrysler Group has promised that, between 2003 and 2007, with the expansion of the Dodge brand, the company will more than double the number of Chrysler Group models available outside of North America. The number of right-hand drive and diesel-equipped models will also more than double during this same time period.
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| Dodge Caliber Concept (photo: DCX) |
The company plans to sell the portfolio of Dodge cars alongside Chrysler and Jeep products in most of the existing Chrysler Group dealer outlets.
Expanding Dodge into ''key volume markets outside North America is a financially sound strategy,'' says Zetsche. ''It allows us to increase volume while leveraging our established dealer network and distribution structure. Dodge appeals to a different type of customer than Chrysler and Jeep, and its global expansion will contribute to our sustainable, profitable growth.''
photo:DaimlerChrysler AG
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