Dodge Finds Success by Being "Different"
-- New Advertising Campaign to Highlight This Advantage --

Auburn Hills, Mich. -- With a highly successful lineup of cars, trucks and minivans, continual sales records, and a growing group of loyal owners, the Dodge Division of DaimlerChrysler is arguably one of the hottest brands in the automotive industry today. Dodge has found the way to success is to offer products that are bolder and more exciting than its competitors. In other words, by being different.

To underscore this approach, Dodge will introduce a new advertising campaign and a change in its advertising theme line. "The New Dodge" signature will be replaced by "Dodge Different" in all advertising, catalogs and all other consumer communications.

The campaign, created by advertising agency BBDO Detroit, a part of BBDO Worldwide, will begin in earnest on September 1 with a series of introductory print ads. Outdoor and television advertising begins on September 7. The new signature will accompany the largest and most comprehensive print and television campaign in the division's 85-year history.

"Our customers have told us we're different -- different than we used to be and different from our competitors," said Jim Julow, Vice President of Dodge Division. "And we're going to wear the 'different' term like a badge."

The marketplace has responded to Dodge's unique approach in record numbers. Sales have risen more than 94 percent since 1992 when Dodge began its product renaissance while owner loyalty has risen more than 50 percent.

"Not only are we seeing new customers, but they're happier than ever," Julow said. "When we began changing our products several years ago, we asked our customers to give us a look and we promised that we wouldn't disappoint them. I'm glad they feel we kept our promise."

The commitment to being 'different' at Dodge means offering unique products that appeal to a wide audience. Each Dodge product offers a combination of features that make it special in its segment. This includes uncharacteristically large interior room, sporty ride-and-handling, best-in-class capability and dynamic performance. And it's always presented in a stunning exterior design package.

"When we launched 'The New Dodge' campaign in 1992, we sent a message to the world that we were changing," Julow said. "And we succeeded in delivering that message to our customers. That theme line served us well, greatly aiding our brand's image. It's now a terrific springboard for our next campaign phase."

The evidence of this approach runs through the entire product line. As the creators of the original minivan, Dodge Caravan has been the best-selling minivan in the world for 15 years running. By anticipating customers' needs, Dodge Caravan remains the industry benchmark among minivans.

After four successful years as the boldest truck on the market, Dodge introduced the Quad Cab version of its Ram full-size pickup in 1998. As the first full-size pickup to offer four doors, Quad Cab is now the most popular Ram model and part of a yearly Ram sales total that exceeds 400,000 units, making it the highest volume line in the entire Company.

Dodge Durango burst on the scene in 1998 with a unique combination of full-size sport-utility capability in a manageable compact package. This "right-size" SUV is producing over 175,000 sales a year for Dodge.

The cutting-edge design, overall performance and state-of-the-art technology of Dodge Intrepid make it the perfect choice for customers who demand both personal driving enjoyment and the interior space of a sedan for everyday driving.

Dodge Viper stands out on its own because there's truly no other car in its class -- not in performance or price range. Viper was born of the passion to produce a sports car for the true driving enthusiast.

The future looks just as bright for Dodge, as it continues to find new opportunities within its existing product lines. The 2000 Dakota Quad Cab, based on the highly successful Dakota compact pickup, will be the most versatile pickup in its segment, offering four full-size doors, six-passenger capacity and the most power and capability in the compact pickup class.

Dodge will expand on its "brand within a brand" concept with two new R/T products next year. The Neon R/T, based on the all-new 2000 Neon, is a compact sport sedan without compromise, while Intrepid R/T will offer sports car performance and handling in a five-passenger sedan.

"We have firmly established that Dodge is different," Julow said. "And we plan to apply that philosophy to everything we do."