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Chicago Auto Show Blog

Never Neutral

Posted by: Sarah Garfinkel

“Everyone is a car person – some – just don’t know it yet.” This slogan is part of Dodge’s new marketing campaign aiming to encourage people to unleash their inner car enthusiast. As a person who knew virtually nothing about cars before coming to the Auto Show, I can say from experience that their strategy is working.

Ralph Gilles, the President and CEO of Dodge showed off the new models of the Durango, Challenger and Charger, as well as what he called “the Man Van.” I find this concept intriguing. Stereotypically, men are reluctant to trade in their sports cars for vans when kids come along. The man van makes owning a van cool. The sleek black leather interior may not be the most practical vehicle for potentially messy kids, but it certainly looks cool.

The star of the presentation was the brand new 2012 Challenger SRT. This car is aggressive and unapologetic. The Challenger is also the most technologically advanced Dodge to ever hit the market. Personally, I'd love a car with a 19 speaker stereo system to rock out with when I hit the road.

With a snazzy marketing campaign and re-vamped lineup, Dodge may start to appeal to a new generation of car owners…like me.

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