Dodge aims to bridge the Atlantic
#1
03-30-2005, 12:51 PM
Dodge aims to bridge the Atlantic
I'm tired of seeing these ridiculous small suv/mini-van looking things. They aren't exactly gas friendly with their profile...
Chrysler designer Mike Nicholas with Dodge Caliber at Geneva show.
One of the more interesting Detroit-sourced newcomers unveiled at the recent Geneva auto show was the Dodge Caliber. Essentially this five-door hatchback will attempt to do what several other contenders have tried and failed in the past; that is to bridge the tastes of US and European buyers with a single model.
Speaking to Caliber designer, Mike Nicholas, in Geneva, it's evident that this time Chrysler Group is more serious about marketing its latest products in Europe. Compared to "past half-hearted efforts", says Nicholas, the Caliber represents a coherent attempt to meet the visual and practical expectations of buyers on both sides of the pond. "The design has an American quality," notes Nicholas, "but adds European touches like high tail lamps."
Apparently the response to Caliber at the Swiss show was quite positive, partly because it did break away from the 'wagon-like' design ethic that characterizes so many of the European automaker entries in the C-class segment. "We have made the Caliber stand out by its use of bold graphics, the black graphic along the roof, which gives a coupe-like profile and the modular design," explains Nicholas. "The front end has truck-like cues but with a touch of charm."
Will this design cocktail work for a European audience? Possibly. For a start, European buyers love hatchbacks almost as much as Americans dislike them. So the functional elements of the Caliber will a hit. Add in the slightly chunky, 'tough American' visual cues that separate this Dodge visually from other contenders and Europeans may take the bait.
On the other hand the hatchback could be an obstacle to US market acceptance, except for that important coupe-like roof signature stressed by Nicholas. Hatchback disguises have been tried before in America; today's Malibu Maxx, for example, has a vestigial trunk to mask its true identity. Such efforts have not always met with success, but the Caliber does have a recognizable Dodge identity which may help attract US buyers when it replaces the Neon next year.
In Europe, Chrysler Group's overall game plan is to use Dodge products alongside Chrysler and Jeep branded vehicles to help more than double the number of US models sold in Europe. That includes right hand drive versions for Britain and all important diesel engine variants.
As mentioned, Chrysler's previous attempts to sell its US models in Europe have floundered, largely because in most cases the vehicles simply did not fit the tastes or needs of target buyers. The Neon sedan fell flat because most buyers in that segment want the practicality of a hatchback, and the Chrysler minivan's overall size is out of step with the more compact dimensions of most European people movers. On the other hand,Jeep's Grand Cherokee has been well received in several markets.
Launching a brand in a new market is always a tricky business; it will be a revealing test of Chrysler's current management skills to see if the Dodge nameplate can be made to catch on in Europe.
Chrysler designer Mike Nicholas with Dodge Caliber at Geneva show.
One of the more interesting Detroit-sourced newcomers unveiled at the recent Geneva auto show was the Dodge Caliber. Essentially this five-door hatchback will attempt to do what several other contenders have tried and failed in the past; that is to bridge the tastes of US and European buyers with a single model.
Speaking to Caliber designer, Mike Nicholas, in Geneva, it's evident that this time Chrysler Group is more serious about marketing its latest products in Europe. Compared to "past half-hearted efforts", says Nicholas, the Caliber represents a coherent attempt to meet the visual and practical expectations of buyers on both sides of the pond. "The design has an American quality," notes Nicholas, "but adds European touches like high tail lamps."
Apparently the response to Caliber at the Swiss show was quite positive, partly because it did break away from the 'wagon-like' design ethic that characterizes so many of the European automaker entries in the C-class segment. "We have made the Caliber stand out by its use of bold graphics, the black graphic along the roof, which gives a coupe-like profile and the modular design," explains Nicholas. "The front end has truck-like cues but with a touch of charm."
Will this design cocktail work for a European audience? Possibly. For a start, European buyers love hatchbacks almost as much as Americans dislike them. So the functional elements of the Caliber will a hit. Add in the slightly chunky, 'tough American' visual cues that separate this Dodge visually from other contenders and Europeans may take the bait.
On the other hand the hatchback could be an obstacle to US market acceptance, except for that important coupe-like roof signature stressed by Nicholas. Hatchback disguises have been tried before in America; today's Malibu Maxx, for example, has a vestigial trunk to mask its true identity. Such efforts have not always met with success, but the Caliber does have a recognizable Dodge identity which may help attract US buyers when it replaces the Neon next year.
In Europe, Chrysler Group's overall game plan is to use Dodge products alongside Chrysler and Jeep branded vehicles to help more than double the number of US models sold in Europe. That includes right hand drive versions for Britain and all important diesel engine variants.
As mentioned, Chrysler's previous attempts to sell its US models in Europe have floundered, largely because in most cases the vehicles simply did not fit the tastes or needs of target buyers. The Neon sedan fell flat because most buyers in that segment want the practicality of a hatchback, and the Chrysler minivan's overall size is out of step with the more compact dimensions of most European people movers. On the other hand,Jeep's Grand Cherokee has been well received in several markets.
Launching a brand in a new market is always a tricky business; it will be a revealing test of Chrysler's current management skills to see if the Dodge nameplate can be made to catch on in Europe.
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