Dodge aims to grab Australia by the horns

It wasn't that long ago when the thought of a US-based brand mounting a small-car-led offensive on markets like Australia and the UK would have lead to serious mirth. Full-size SUVs maybe, monster-truck-dimensioned pick-ups for sure... But, compact hatches and midsized SUVs. Pee-lease...

Launch is just what DaimlerChrysler brand, Dodge, is set to do, however. In Australia and within this calendar year.

In fact, the company that won the very first NASCAR race plans to have two model ranges on sale across at least 39 local dealers' showrooms by early 2007. From then through to 2009 it will unveil a new model every six months.

Dodge's US slogan "Grab life by the horns" (with reference the the marque's ram's head trademark), might be temporarily be changed to Grab Oz by the b!#*s...

Dodge is set to be one of DC's chief international brands. If the plans of the giant merged international car group come to fruition, the trademark crosshair grille of Dodge will be as commonplace in left and right hand drive markets across Asia, Europe, Oceania and South America as the likes of Renault and Volkswagen.

Dodge company current builds over 1.4m vehicles a year. It is the world's eighth largest carmaker and fifth largest in the USA. Though much of the volume is currently US (and affiliated) market only pick-ups and minivans, the brand has embarked on a serious passenger car model development program.

Leveraging the local resources of sister brands Chrysler and Jeep, Dodge will arrive in Australia in the middle of the year with the first fruit of this program. At that time, Dodge will launch the Caliber -- a distintively-styled five-door hatch-cum-wagon powered by a range of petrol and turbodiesel four-cylinder powerplants.

Local Chrysler Group chief Gerry Jenkins described the Caliber's styling  as "unapologetically masculine and unapologetically American" at the brand's Australian launch on the eve of the Melbourne Motor Show this week.

“We can’t wait to unleash Dodge in the marketplace,” said Jenkins. "Dodge is unique – it is bold and in your face, edgy... and it’s for those with a real zest for life.

“The Caliber will appeal to owners looking for a compact car that stands out from the crowd and gives them the flexibility to do more in terms of seating friends and storing gear," he said. "It's not your typical compact car.”

Caliber will launch mid-2006 with a choice of 1.8 and 2.0-litre petrol powerplants. The company plans to add a 2.4-litre petrol four and 2.0-litre common rail turbodiesel option soon after.

Jenkins said the new Caliber would be priced competively with vehicles like Subaru's Impreza, Mazda 3, VW Golf and Puegeot 307. Half a class larger than the models mentioned, one observer suggested the Caliber would be better benchmarked against the Mazda 41/2!

While final specification and pricing is still under wraps, Jenkins stated the first Dodge on sale Down Under since the early 1970s would start from "under $25,000."

Model two will be the Nitro -- a midsized SUV. Likely to be offered in both all-wheel and front-wheel drive variants, the Nitro will arrive in early 2007.

The square-rigged Nitro boasts masculine styling in a marketplace that is typically populated by soft-form softroaders. Featuring 20-inch wheels and performance-orientated road-biassed suspension settings, though similarly sized to the Jeep Cherokee, the Nitro is built on a different platform. Engine options will include a 3.7-litre V6.

“Dodge isn’t just about Caliber and Nitro," Jenkins told CarPoint. "It’s much more than that. We have an aggressive product plan over the next three years and the brand will continue to grow.

“While we can’t confirm any other products at this stage, we can tell you that all with have the same bold, powerful styling and all will be built for customers who want to express themselves differently,” said Jenkins.

With the arrival of Dodge in 2006, the Chrysler Group expects total Australian sales for its three brands to increase by 20 per cent to around 9000 units. This is a significant increase given the company grew sales by 13 per cent in 2005 to a record of 7500 units. In 2007, with better availability of Dodge products, the company plans to further increase sales to over 10,000 units.

Dodge's marketing offensive kicked off at the Melbourne show where a concept version of the Caliber was unveiled to the Australian public. The company will also use two rather risque 'viral' email ads to raise awareness and help them stand out from the crowd.

A local Dodge website has also been launched to coincide with the inaugural public preview. Check out www.dodge.com.au.

Caliber overviewDodge says: With a sporty coupe-like profile, the Dodge Caliber has a distinctive crossbar grille front end and will be available with a range of fuel efficient four cylinder engines.

Production of the Dodge Caliber will take place at DaimlerChrysler Belvidere (Illinois, USA) assembly plant.

Wheelbase: 2635mm
Track, Fr: 1520
Track, Rr: 1520
Length: 4414
Width: 1747
Height: 1533
Ground Clearance: 178
Drag Coefficient Cd: 0.375
Fuel Capacity: 51.5lt 

Nitro overviewDodge says: The 2007 Dodge Nitro personifies the bold, powerful and street-smart attitude of Dodge.

The Nitro will be available with many features that are not typically found in the segment in which it competes. Features such as 20-inch alloy wheels, performance suspension and Chrysler Group's LOAD'N'GO slide out cargo floor.

The 2007 Dodge Nitro will be built at the Toledo (Ohio) North Assembly.
he Melbourne Motor Show takes place from February 9-19 at the Melbourne Exhibition Centre.

Wheelbase: 2763mm
Track, Fr: 1549
Track, Rr: 1549
Length:  4544
Width:  1857
Height :  1776
Approach Angle, degrees: 25.6
Breakover Angle, degrees: 22
Departure Angle, degrees: 26.7
Drag Coefficient Cd: 0.39
Fuel Capacity: 74.0lt