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Full of Life and Loving It, Dodge Enters a New Era of Performance Launching Six New or Redesigned Vehicles, Sponsoring New Events and Running New Ads with a Humorous Bent

* Strap in and hold on, Dodge brand planning to take fans on thrill ride in 2011

* All-new products and ads, experiential events, hip merchandise and gear help redefine the Dodge brand

* From marathons and music to motorsports, Dodge brings spirited brand to new customers

* To view the complete 2011 Chrysler Group Product Information press kit, visit Chrysler Group Product Information 2011

Auburn Hills, Mich. , Sep 14, 2010 - The Dodge brand is on a tear for the 2011 model year, redefining itself with six all-new or significantly redesigned vehicles, introducing new lifestyle packages designed to better meet the needs of its customers, launching catchy new ads that have started conversations in the mainstream media, actively participating in new events and sponsorships and developing relationships with its long-loyal enthusiast base, as well as reaching out to new customers who want cars that leave them wanting more.

“We’ve spent the last year redefining and building the Dodge brand. Now we’re going to show customers what the future of Dodge will look like,” said Ralph Gilles, President and CEO—Dodge Car brand, Chrysler Group LLC. “At Dodge, we’re passionate about driving; we look forward to it. We think a car should have a personality, be powerful and fun. We’re going to put that Dodge mojo into the entire lineup, from compact cars to minivans to SUVs and everything in between.”

Between the end of this year and early next, the brand will fill dealer showrooms with a vast array of new or updated Dodge products. The all-new Dodge Durango will lead the charge, followed by the all-new Dodge Charger and significantly redesigned Grand Caravan, Journey, Avenger and Challenger with two new powertrains. These products will join Dodge Nitro and Dodge Caliber in dealer showrooms.

“We’ve essentially re-made these vehicles from the ground up,” Gilles added. “We’re powering them with new, fuel-efficient powertrains and new driving dynamics that are tuned to thrill customers who really love to drive. We’ve also taken a giant leap in improved interior quality. Our customers will have to get inside and behind the wheel to experience the changes. When they do, they’ll be able to see the passion that went into designing and engineering these new products. It’s the upgrade they always deserved, but never expected.”

Hold onto your seat, Dodge is racing to new hot spots
As the Dodge brand continues its journey into new advertising and dealership space, it’s also cementing relationships with consumers who live the active lifestyles the brand embraces through events and sponsorships. These include the Rock ‘n’ Roll Marathon Series and continued support of Dodge Motorsports in the NASCAR Sprint Cup and Nationwide Series, as well as the new Viper Cup racing series. Dodge’s presence at these events signifies an evolution in marketing strategy and activation since it became a car, minivan and SUV brand, separate from the Ram Truck brand.

“Athletes who participate and support the Rock ‘n’ Roll marathons and the crowds at NASCAR races love speed, agility and top performance, all core values of the Dodge Brand,” Gilles continued. “These events are great opportunities to get these life enthusiasts into our Dodge cars, show them how well they perform and add to their overall event experience. These are excellent avenues to find, reach and connect with new customers.”

New look, new feel – a whole new experience
Dodge is literally taking consumers for thrill rides at these events, in Charger and Challengers and SRT products. Owners and Dodge brand fans also can wear their pride with new Dodge-branded merchandise that really represents the brand and was designed exclusively by the same design staff that designs the cars.

“When I got this job, I went to our website to find some Dodge gear, but what I found didn’t really speak to where the brand is going,” Gilles said. “So our merchandising manager and our design staff took a stab and really came up with an overall theme that both speaks to the Dodge brand and is something we’d be proud to wear, and it’s really taking off.”

Starting the conversation
The Dodge brand also is linking up with its current enthusiasts on social media networking sites, and with all the high-quality new products coming for 2011, the brand is looking to add more members to the Dodge family by reaching an entirely new buyer who may not have considered buying a Dodge before.

“Social networking is a great way to hear directly from our customers and engage them in the Dodge lifestyle,” Gilles added. “We opened the lines of communication in 2010, and it was like watching the floodgates open. In just a few months, we surpassed more than 120,000 friends on our Dodge Facebook site alone. We see a huge opportunity to continue the conversation we’re having with our fans.”
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