Avenge what? Dodge has "unofficially" chosen the Avenger name to represent its Stratus replacement in the U.S., a car that will
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| Dodge has "unofficially" chosen the Avenger name to represent its Stratus replacement, a model not available in Canada anymore. (Photo: Trevor Hofmann,Canadian Auto Press) |
come to Canada as a completely new model in early 2007, or thereabouts. If the Avenger name sounds familiar, think way back to 2000, the last year the sporty Avenger coupe was sold before being canned (it was sold from 1995 through 2000 and built for Dodge by Mitsubishi Motors Corp.). Dodge revived the name for the Detroit auto show in 2003, when a concept wearing the moniker was introduced. While the production version may differ greatly from that concept, the name, at least, has stick.
But don't expect Dodge to try and build a better Camry or Accord. That business strategy, tried recently by Mitsubishi with its well executed Galant sedan, and others, doesn't work very well. Instead,
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| If the Avenger name sounds familiar, think way back to 2000, the last year the sporty Avenger coupe was sold before being canned. (Photo: DaimlerChrysler Canada) |
expect something unorthodox, a love it or hate it design with the effect of polarizing buyers rather than pretending to offer the midsize segment's panacea. This method, first used on the 1995 Ram pickup truck and since followed up with the 2005 Magnum and 2006 Charger (as well as Chrysler's 2005 300) has worked well for the brand.
Its upcoming Caliber is a fine example of this philosophy in action. Dodge knows that no matter how good its new compact entry is when it debuts early next year, imported competitors such as Honda, with its Civic, Toyota with the Corolla, and Mazda with its 3, will steal the show. The only way to make waves is to stir up the pool, and its uniquely styled Caliber will do just that. No doubt, the upcoming Avenger, if it indeed gets the name, will follow the formula.
