03 - ralph gilles - final.ppt - fca group · product actions – q4 2010 • avenger all new...
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DodgeDodge
Ralph Gilles
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Reposition Dodge Brand Image
WISDOM
RUGGED REFINED
YOUTHFUL
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All DODGE vehicles will represent lifestylesAll DODGE vehicles will represent lifestyles,not age groups or price classes…
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America has changed America has changed –– fun is agelessfun is ageless
Create cars with a personality and presenceCreate cars with a personality and presence
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Complete repackaging, new options mix, fully Complete repackaging, new options mix, fully implemented by the end of Q4 2009implemented by the end of Q4 2009
Complete overhaul of branding, marketing, Complete overhaul of branding, marketing, positioning and point of sale, complete by Q2 2010 positioning and point of sale, complete by Q2 2010
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SPORTSPORT
MIDMID
HIGHHIGH SPORTSPORT
MIDMID
BASEBASE
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LIFESTYLE ORIENTED - Never Average
UltimateUltimatePerformancePerformance
SRTSRTSRTSRT
SweetSweetSimpleSimple
UptownUptownLuxuryLuxury
ThrillThrillSeekerSeeker
COOLCOOLExtrovertiveExtrovertive
FunFunPracticalPractical
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REPACKAGING CONCEPT
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Major Product Intervention – All Models
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Fix the Fundamentals, customer focused qualityFix the Fundamentals, customer focused quality, q y, q y
Retune our driving experience Retune our driving experience
T h l hi h ill bl ffi i d fT h l hi h ill bl ffi i d fTechnology which will enable efficiency and performanceTechnology which will enable efficiency and performance
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Product Actions – Q4 2009
Caliber
All new interior, new ,
colors, wheels,
repackaging andrepackaging and
repositioning
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Product Actions – Q4 2010
• AvengerAll new interior, new engine, refreshed exterior, repackaging Improved NVH, comfort, convenience, performance and fuel economy
• Journey• JourneyAll new interior, new engine, refreshed exterior -Improved NVH comfort convenienceImproved NVH, comfort, convenience, performance and fuel economy
• CaravanAll new interior & exterior face lift, new engine , complete suspension retune - BEST IN CLASS id & h dli NVH f t f tride & handling, NVH, comfort, features,
performance and fuel economy
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Product Actions – Q4 2010
• ChargerAll new & dramatically styled class leadingAll new & dramatically styled, class leading interior, class leading features, lifestyle oriented packaging, new engine, best in class performance and fuel economy
Seven Passenger CUV• Seven Passenger CUVAll new design, class leading interior, multiple engine choices character and performanceengine choices, character and performance consistent with the new DODGE…
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Dodge takes on the heart of the market in 2012-2013
•• All new C segment sedan for the North All new C segment sedan for the North
American marketAmerican marketAmerican marketAmerican market
•• All new B segment hatchAll new B segment hatch
•• All new D segment sedanAll new D segment sedan
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Future Product Philosophy
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SOUL BY DESIGN…
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Dodge brand product plan
Segment 2010 2011 2012 2013 2014
B Small car
Caliber HatchbackC
Caliber Hatchback
Compact Sedan
Avenger
D
Journey
Nitro
Viper
Under consideration
Under consideration
Challenger
Charger
Fiat Group
E Grand Caravan
Fullsize CUV
Chrysler Fiat
PLATFORM ORIGIN
R f hMajor
PRODUCT ACTIONS IMPORTED VEHICLE
Fiat Group produced
Chrysler Group
Fiat Group RefreshMajor
modification
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Dodge and its long history of racing…Continues
• More focused NASCAR effort one team• More focused NASCAR effort – one team, PENSKE
• Continue Nationwide series participation
• Complete motorsports program under reviewp p p g
• More focus on Semi Pro & grassroots motorsportsmotorsports
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