Dodge plans sexy start in Europe

January 2006
Automotive News;1/23/2006, Vol. 80 Issue 6186, p43
Trade Publication
The article reports that Chrysler Group will launch Dodge in Europe this year with a major boost from S-E-X. Dodge, which has a reputation for in-your-face marketing in the U.S., will use a nontraditional approach in Europe, too. Dodge will use six e-mail messages to attract young Europeans to the Dodge Caliber. The e-mail advertisements, which feature twenty-somethings tattooed with the Dodge logo, are laden with sexual innuendo. Chrysler needs more international sales to buttress its strategy of profitable growth.


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