�Dodge Brand Analysis and Development

Peter MarucciProf. Farney

December 8th, 2014

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Since 2009, Dodge, corporately known as Dodge Division of Fiat Chrysler Automobiles, has gone through two significant rebrands. The rebranding strategies forced upon Dodge by parent company Chrysler Group LLC were direct effects of Chrysler’s bankruptcy in 2009 (BrandlandUSA 1). In May of 2014, Fiat Chrysler announced even more changes to the Dodge brand and line of vehicles. This situational analysis will help distinguish exactly what Dodge now is and what the company will continue to be marketed as going forward.

Storytelling Summary

After the bankruptcy filing of Chrysler Group LLC in 2009, Dodge went through a major reconfiguration of its brand. The iconic Dodge Ram pickup truck line was segmented from Dodge and established as Ram trucks. Dodge’s name would no longer be tied to the Ram truck as its competitors; the Ford F-series and Chevrolet Silverado continued to do. Additionally, Dodge had to rebrand itself with a new logo and a new personality. This personality was instructed by Chrysler Group LLC to be “sporty” and “youth oriented”, and was branded on vehicles made in 2011 (Top Speed 1). The logo no longer featured the outline of a ram inside a shield, but instead the word Dodge displayed in all capital letters with two red racing stripes striking through the “E”. The idea of the new logo was to echo the brands new personality: sporty, fast, and youthful. In May 2014, Chrysler Group LLC, now Fiat Chrysler Automobiles, announced a new five-year rebranding plan within the company. The company’s goal is to turn Chrysler into the flagship brand of the auto group so that their cars will compete with Ford, General Motors, Honda, and Toyota. In doing this, Chrysler decided to discontinue two of Dodge’s vehicles, the Dodge Caravan (minivan) and the Dodge Avenger (mid-sized sedan) citing duplicity and competition with Chrysler’s own Town and Country minivan and Chrysler 200 sedan (Ad Age 1). The idea and ultimate goal of Fiat Chrysler Automobiles is to make Dodge strictly a performance brand with two new, redesigned muscle cars (Charger and Challenger), the reinstatement of the Dodge Viper sports car, and Street and Racing Technology (SRT) versions of the Dodge Dart and Dodge Journey vehicles. Gone are the days of Dodge competing against Ford and Chevrolet for the truck of the year, or the next new and improved family minivan. The company now wants to be hip, fast, and young but must be careful not to become strictly a niche brand.

Current Users

Since the rebrand of Dodge is so new, the current users vary greatly. Blue collar men, ages 18 to 65 currently drive the various sizes and models of Dodge Ram trucks, while the Dodge Caravan was a popular vehicle for middle income families. Now that Dodge has been stripped of those vehicles, current users consist of men and women ages 18 to 34 who are middle income and looking for an affordable, but sporty, vehicle. Additionally, Dodge has had a lot of success by marketing their muscle car, four-door Charger and two-door Challenger, to men ages 40 to 65. The idea now is not to alienate the youthful crowd Dodge is going after by boring them with advertisements and marketing that appeals to an older demographic.

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Geography

In regards to world geography, Dodge is an American car manufacturer marketing their vehicles in North America. There are no real limitations to geographic areas within the United States. When talking about vehicles, people may base their purchasing decision on whether the car is domestic or foreign. By law, vehicle manufacturers are required to submit where there parts are made and where the vehicles are assembled to the National Highway Traffic Safety Administration. According to a list of vehicles with the most North American parts content created by Motor Trend, Dodge has the number one vehicle with 76 percent American made parts. Dodge also has three cars in the top five, and a total of five cars in the top ten (Motor Trend 1).

Seasonality

Seasonality may not apply to the car industry in a traditional sense, however, there are always special events and promotions throughout different times of the year. On February 17th, 2014, Dodge held their annual Presidents’ Day event with special offers and promotions on select vehicles. This summer, most Dodge dealers participated in the “Summer Sell Down” sales event lasting various weekends throughout the summer. Other seasonal, promotional events include; Labor Day sales events, Columbus Day sales events, and the Big Finish Holiday event.

Purchase Cycle

In the auto industry, advertising and promotion through any medium possible is a big part of the business. In fact, Fiat Chrysler Automobiles spent nearly $6 billion on advertising in 2013, the most of any American car brand according to Autoline.tv (Allpar 1). Television is a highly used medium by Dodge. The commercials are created to help show off each and every vehicles feature with strategic camera angles through practical every day scenarios. Magazine, billboard, transit, and internet mediums are also emphatically used. Let’s face it, there are so many different vehicles to choose from today, which is why auto makers utilize the tactic of reinforcement advertising. Dodge wants to be top of mind to every individual in its target audience. It does not even matter if the advertisement is good or not, the objective is to get the people to the dealerships to learn more about the vehicles and to hopefully go for a test drive. So, first on the list for Dodge is to create awareness as often as possible to stay relevant in the public’s mind and secondly, to persuade the audience enough to get them into their local dealerships. A need that Dodge fills for those who do buy their products is peace of mind. They want you to make sure your business is theirs and only theirs. What better way to do this than to make your customers instill the utmost confidence in your product? Dodge offers one of the best warranty offers in the auto industry. The 5 to 10 year or 100,000 mile warranty information is prominently displayed at the end of every commercial. When you make your customer feel like you have their back, especially with a high involvement product, they generally become loyal customers. Other product appeals Dodge offers include special offers and rebates for college students, military personnel, and those who are handicap.

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Creative Requirements

Creative requirements involved in advertising automobiles are many. Firstly, if there is anything fictional that the car is doing in the commercial, it is the responsibility of the advertiser to mention that somewhere on the screen or in a disclaimer. An example of this limitation is in the Nissan Rouge commercial where three young people hop a ramp onto the top of a train and down the other side to get to work more quickly with “Do not attempt” written at the bottom of the screen. Also, auto advertisements on television are followed by a written and voice-over disclaimer pointing out various information like; the leasing restrictions, the price of the car, warranty restrictions, or sales event qualifications. In print ads, sometimes these same disclaimers are written finely at the bottom of the page.

Competitive Sales

Goal: Make sporty, fun vehicles more affordable

Competitive Media

• 2013 Advertising Spending: According to Autoline Detroit, Chrysler spent $6 billion on advertising. GM spent near $5.5 billion. Ford spent around $4.5 billion (Allpar 2). Honda spent $1.07 billion on advertising (Statista 1). Toyota spent $1.239 billion (Statistic Brain 1).

2014 Dodge Dart

2014 Chevrolet

Cruze

2014 Ford

Focus

2014 Honda Civic

2014 Toyota Corolla

$15,995 $17,520 $16,810 $18,390 $16,800

2015 Dodge

Challenger R/T

2015 Chevrolet Camaro

SS

2015 Ford

Mustang GT

$31,495 $33,505 $32,100

2014 Dodge

Journey

2014 Chevrolet Equinox

2014 Ford

Escape

2014 Honda CRV

2014 Toyota Rav4

$19,995 $24,440 $23,100 $23,120 $23,550

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STRENGTHS

• First American auto maker to become purely a performance brand.• Offer more affordable vehicles than the comparable models of the competition.• Offers one of the best warranties in the auto world.• Top 5 in auto brand in customer loyalty (consumerreports.com).

WEAKNESS

• Still in the infancy of a major rebrand.• Haven’t clearly communicated which cars have been discontinued.• Doesn’t offer as many vehicle options as other domestic and foreign competitors.

OPPORTUNITY

• Entering a new market (18-34) who are looking for sporty, fun, and affordable cars.• Offer Street and Racing Technology (SRT) vehicles for maximum performance,

Road and Track (R/T) for performance, as well as lower performance SE models.• Continue to advertise using pop culture figures and references (ex. Ron Bergundy,

Joan Rivers, Craig Robinson).

THREATS

• Moving towards performance while people are really more concerned about fuel efficiency.

• Could become a niche market that doesn’t succeed.• Dodge has now lost many dimensions of it’s company losing Ram trucks, Caravan

and Avenger.

Purchase Funnel

When it comes to buying a high involvement item such as a car, the company has to be mindful that the consumer will listen to other sources than itself. Dodge can attract the target market interested in their vehicles in the first two stages of the purchase funnel, however, sources like Car and Driver, USA News, and even Kelly Blue Book carry just as much weight in persuading the consumer about their consideration as the company does. This could be both a challenge and an advantage for Dodge. If the advertising is honest, and the cars are as affordable, yet advanced, as Dodge claims they are, other sources will project the same message. In the competitive comparison, it was evident that Dodge offered the lowest priced cars in each particular class. This is a huge advantage for Dodge because we can now market FUN at an equally fun price.

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Raise initial AWARENESS of the product to the target market through effective, trendy advertising.

Consumer does further RESEARCH on the brand and the vehicles offered.

Get the target market INTERESTED in the Dodge brand.

Consumer CONSIDERS buying a Dodge vehicle.

Build LOYALTY to Dodge brand.

Consumer visits their local dealership to SHOP for a Dodge.

Consumer PURCHASES the vehicle.

Benchmarking Research

Brand Awareness

Brand awareness can be best measured by means of primary research. The best way to understand how the target market feels about the Dodge brand and what it represents is through a brand awareness survey. Some question examples include:

r What is the the first company that comes to mind when you think of car brands? r How familiar are you with performance vehicles? r When you think of performance vehicles, which brand of cars comes to mind first? r Which car brand comes to mind when you think of affordability? r How familiar are you with Dodge? r What attributes come to mind when you think of Dodge?

Advertising Awareness

In Dodge’s advertising awareness, we want to make sure that people are receiving the company’s message; Affordable performance vehicles. In the most recent campaign, Dodge features two of its most popular sports cars, the Challenger and the Charger. In the advertisement, the Dodge brothers are racing each other down a long, back road and as they pass each other they appear in the next generation of performance vehicle dating back to the 1950’s. The last sequence displays Horace Dodge in a 2015 Challenger muscle car passing his brother John who is driving the 2015 Charger sports car. Side-by-side they chase the newest, most innovative 2015 Dodge Viper ahead of them. The commercial communicates that the Dodge brothers racing spirit lives on in the current Dodge vehicles, a completely different message than what was used in the past decade. For people who have the old attitude toward Dodge and aren’t aware of the changes within Fiat-Chrysler Automobiles, it will take some time for the message to be understood and consumed in the right context.

Attitude

To move the Dodge brand forward with their new message and branding, we must pull information from our brand awareness survey. Within the last five to 10 years, Dodge has focused primarily on being a wholesome, family car brand. For example, in 2012 Dodge ran a campaign for their Caravan minivan titled “Never Settle.” The ad wasn’t talking about settling for a inferior brand of minivan, rather, it showed the family of five with their dog piling into this spacious van at the supermarket, the restaurant, school, and even tuba practice. At the end, the family scurries into the house after a long, exhausting day as the narrator says “The Dodge Caravan, 28 years it has taken everything a family can throw at it, or in it” (YouTube 1). This message, which is only two years removed, has created the barrier Dodge now faces as a youthful, performance car brand.

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Another example of how Dodge is facing a major barrier is through a Ram truck advertisement created for the 2013 Super Bowl titled “God Made a Farmer.” Though Ram was its own company at this point in time, people still considered the truck exclusively a Dodge product. The commercial was one of the longest, most dramatic and talked about commercials of all of the Super Bowl ads. Predictably, the advertisement showed the struggle of a middle aged farmer just trying to provide for his family. According to the Huffington Post, the narration was taken from a speech by “radio personality Paul Harvey speaking at the 1978 National Future Farmers of America Convention” (Huffington Post 1). Since Dodge did not do a good enough job of separating the Ram truck name and logo from its own, the common theme of family and the marketing to middle-aged men was connected to the Dodge brand.

Usage Measures

Understanding usage measures helps a brand better understand who their current clientele is, and in our case, if we’re moving in the right direction. To best answer these questions, we must use primary research to figure out the purchase habits and loyalty of our target market. Examples of questions follow:

r Are you at least 18 years of age?r Do you currently have an active drivers license? r What is the make of your current vehicle?r Are you a repeat buyer of this brand?r What vehicle type do you currently drive (sedan, SUV, pickup, minivan, etc)?r How many Dodge vehicles have you owned?r Do you currently own any Dodge vehicles?r Do you intend on buying a Dodge vehicle in the next 3 months? 6 months? 12 months? 1-2 years?

Consumer Mindset

In the auto industry, the best way to get people to buy your brand of vehicle is by getting them through the door and behind the wheel. Dodge has a perception barrier that’s completely opposite of what they currently want as a target market. A good place to start for Dodge is to conduct multiple focus groups consisting of men and women ages 18-30. Since we now know how many people own or do not own our vehicles within our target market from the usage measure, we want to find out the why. We want to uncover the perceptions of the brand in detail. The focus group allows us to ask more open ended questions especially pertaining to “why Dodge?” or “Why not Dodge?”. This sets up a great competitive analysis and what our brand needs to do to enter this new, young market.

Another technique to help curve consumer mindset which is somewhat exclusive to automobile brands is letting focus groups drive the vehicles while filming their reactions. We see this strategy used in many television advertisements, however, it could be a beneficial way for Dodge to learn what people like about the new, rebranded line of vehicles, what they don’t like, and how their perception was wrong when it came to how they viewed Dodge as a car brand.

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Research Objectives• Better understand perception of Dodge brand among men and women 18-30 years old (target).• Learn why Dodge isn’t considered by this demographic when looking for a vehicle.• Understand what has worked for those who fit this demographic and currently own Dodge

vehicles.• Find out why this demographic is more attracted to other brands.

Research Questions

• What is your current perception of Dodge?• What do you look for in a car?

• In your opinion, does Dodge offer what you look for in a car? Explain why you think so or why you do not.

• Have you owned a Dodge vehicle in the past?• Why did you decide to choose a different brand of vehicle?• What specific reasons did you have for not buying another Dodge?• Would you suggest buying a Dodge vehicle to your friends?

Insights and Segmentation

Insights

• Dodge is a brand with a rich, racing history.• Dodge users see themselves as hard working, family oriented people who can

now own a car that’s family friendly while also bringing them back to their youth.• Dodge cars are affordable and low maintenance enough so that young people,

especially college students, can achieve the dream of driving a brand new car. • Instead of marketing Dodge vehicles as “most affordable car in it’s class” or “best

in class”, break free from the average vehicles by marketing Dodge vehicles as sports cars.

Dodge is a brand with a rich, racing history:

John and Horace Dodge were two of the biggest innovators in the developmental stages of the automobile. In 1901, the brothers opened a machine shop manufacturing parts for the automotive industry. The brothers made quite a name for themselves and according to Meadow Brook Hall, they were hired by Ransom Olds to produce 2,000 engines and 3,000 transmissions for his new automotive company Oldsmobile (Meadow Brook 1). As John and Horace continued to succeed in manufacturing their auto parts, they “were approached by Henry Ford in 1902 and were contracted with him to become the exclusive supplier of 650 chassis” in exchange for stock in Ford’s new motor company (Meadow Brook 2). As the brothers continued to perfect their craft, they

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eventually broke their contract with Ford to focus on producing the first Dodge by 1914. Since the early 1900’s, Dodge has produced many V-8 muscle cars from the most powerful engine, at 345 horsepower, in 1959 to the Charger, Challenger, Coronets and Monacos of the 1960’s and 70’s, to the modern muscle and sports cars of today. In modern times, Dodge vehicles have been used in racing leagues such as NASCAR Sprint Cup Series, the NASCAR Craftsman Truck Series, the TUDOR United SportsCar Championship Series, and National Hot Rod Association (NHRA) pro stock racing leagues. It should be to no surprise that Chrysler is choosing to segment Dodge back to the company’s fast and powerful roots, just as mature Dodge fans have experienced in the past.

Dodge users see themselves as hard working, family oriented people who can now own a car that’s family friendly while also bringing them back to their youth.

This insight falls under “how consumers use the product.” Though the Dodge age demographic is drastically decreasing, there’s still something to be said for people who currently use their products and have been loyal for years. Dodge’s most popular vehicles include two that no longer exist; the Ram series of trucks and the Dodge Caravan minivan. Before Chryslers decision to axe these two vehicles from the fleet, Dodge managed to always keep the look of the vehicles as sporty and fun as their muscle and sports cars. The Dodge Charger, which was strictly a two-door car in its entire existence, had been modernized as a four-door muscle car. If the Charger doesn’t fit your taste, it’s counterpart, the two-door full-size coupe Challenger fills the need to drive a traditional muscle car. As an American company, Dodge has been geared more towards the middle class family who wants to drive a car that’s cost efficient and cheaper to maintain. With foreign and luxury vehicles, the parts are harder to come by thus costing more. Dodge has given families the option of choosing practical vehicles at an affordable price with the added bonus of not looking like your grandfathers Buick.

Dodge cars are affordable and low maintenance enough so that young people, especially college students, can achieve the dream of driving a brand new car.

We’ve all dreamt of that day when we could sit behind the wheel of a brand new car. For people who have held jobs for years, this scenario can become a reality given what the individual prefers to do with their money. If you’re looking to save in the long run when buying a high involvement product like a car, you know to buy something that is reliable and doesn’t cost too much money to fix if something does go wrong. For Dodge to make money, they have to sell NEW cars. That is why we want to eliminate the barrier between being young and owning a new car. We want to position Dodge as the perfect car for college students to go out and buy after they graduate, the perfect first car for new drivers, and a reliable option for young mother’s and father’s who still want to feel young when they drive.

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Instead of marketing Dodge vehicles as “most affordable car in it’s class” or “best in class”, break free from the average vehicles by positioning Dodge vehicles as sports cars.

So often we hear commercials, which have become white noise, advertising cars as “best in class” or “most efficient in its class” but, we don’t always understand what all this car manufacturer speak is trying to actually tell us. Dodge’s message would be very simple; “break free”. When you buy a Dodge you’re not just buying another car that’s “best in class”, you’re buying more. You’re buying confidence as you feel the power of your 4-door sedans iconic V8 engine, you’re buying a coupe that resembles the days of old when muscle cars ruled the roads, you’re buying one of the few SUVs with an turbo charged engine. The idea isn’t to make people think that Dodge cars aren’t the best in their class for certain categories, but to show why Dodges are the best instead of saying it over and over again. Breaking free from the usual category advertising.

Segmentation

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Definer Target Market Profile

This is Vince. He is 23 years old and he just graduated from Rowan

University in Glassboro, NJ. Vince was just recently hired by an

advertising agency in Philadelphia, Pennsylvania and is their new entry-

level social media manager. He has always loved social media and is

always excited to see what is going to come out next. His favorite social

media outlet is Facebook where he can share his thoughts, pictures, and

videos with his family and friends living across the country. He is also a

huge sports fan and is always looking to go see a game in his spare time.

Vince’s favorite television shows include; Mad Men, Boardwalk Empire,

Breaking Bad, and The Walking Dead. He likes to listen to alternative

rock, specifically Radio 104.5 FM. Life is now busier then ever for Vince

with his new full time job and he currently does not own a vehicle. He’s

looking for something reliable, sporty, fun to drive, and affordable.

Television  Mix  between  cable  tv    shows  and  premium  tv  shows.  

Non-­‐Traditional  Sporting  events

Internet  Facebook,  Twitter,    Instagram,  Snapchat,  ESPN.com

Radio  Alternative  Rock,  Sports  talk

Outdoor  Transit  advertising  on  the  train  and  bus,  billboards

Brand Positioning

Brand Positioning Statement

To thrill-seeking, cash-strapped, young drivers, Dodge is the brand of American performance vehicles that produces sporty coupes, sedans, and SUVs at an affordable price.

Brand Positioning Mapping

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Luxury

Sporty

Affordable

Family Friendly

Cadillac

Buick

Ford

ChevroletChrysler

Mercedes-Benz

BMW

Audi

Lincoln

Porsche

DodgeHonda

Nissan

Toyota

Hyundai

Scion

Brand Personality

Big 5 Personality Linkage

Category Personality Exercise

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Sincerity Dodge does not explain levels of sincerity.

Excitement Excitement is a brand personality that Dodge explains very well. The purpose of the rebranding was to market Dodge as an exciting, performance brand of Fiat-Chrysler Automobiles. Also expresses excitement in it’s advertising.

Sophistication Dodge scores a 4 out of 7 in sophistication. The brand doesn’t put a complete emphasis on this category like a luxury car brand (BMW, Mercedes) does, however, Dodge still does offer stylish interiors and features you see in modern vehicles.

Competence Competence is explained very well by the Dodge brand in the way the brand is positioned. Dodge is the first strictly performance, American car brand tapping an untapped market in auto sales.

RuggednessFor ruggedness, Dodge scores a 2 out of 7. The only ruggedness that Dodge exemplifies is the masculinity associated with muscle cars and performance vehicles. However, these vehicles have come a long way since their earlier generations and are more modern and female friendly. You don’t have to be a guy to drive something sporty. Ruggedness would be more associated with Dodge’s affiliate brands Jeep and Ram trucks.

Category Positioning Exercise

CategoryExpected

Personality Category Leader PersonalityOpposite Personality

Auto Sophistication Mercedes-Benz Sophistication Simplicity

Auto Ruggedness Jeep Ruggedness Gentle

Auto Progressive Toyota Progressive Traditional

Auto Sporty Dodge Sporty Serious

Two Brand Comparison

Plotting Circle

Setting: “On the open road” “Commuting to and from work” “Cruising around town”.

Relevant Characters: Something reliable to get you from point A to point B. Arriving wherever you go in style.

Source of Conflict or Opposition: Do I have to spend a lot of money on maintenance? How long will this car last me?

Symbolism: Smoke coming from the tires after a burnout. The roar of the V-8 engine.

Mood: Feeling powerful. Feeling fast. Looking good in a stylish car. Feeling proud.

Plot: Driving on a Saturday afternoon with the windows down listening to nothing but the sound of the engine.

Brand Personality Statement

Dodge, legendary performance built for an innovative, modern world at an affordable price.

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Personality Profile

Two Brand Comparison

Dodge Honda

Domestic ! ! ! ! ! ! ! ! Foreign

Performance!! ! ! ! ! ! ! ! ! Fuel efficient

Legendary ! ! ! ! ! ! ! ! ! ! ! New Age

Blue-collar! ! ! ! ! ! ! ! ! ! White-collar

Traditional! ! ! ! ! ! ! ! ! ! ! Innovative

Brand Essence Attribute to Functional Benefit

Functional to Emotional Benefit

Functional Benefit: You’re buying an affordable, competitively priced car. Emotional Benefit: You understand the value you are getting when you buy a Dodge.

Functional Benefit: Choose the engine size that’s right for you without sacrificing style. Emotional Benefit: Free to drive a muscle car while spending less on gas.

Functional Benefit: Parts are easier, and cheaper, to come by. Emotional Benefit: Peace of mind that you won’t have to break the bank to maintain your vehicle.

Functional Benefit: Reliability and a company that stands by it’s products. Emotional Benefit: Trust in the vehicle your driving with added peace of mind.

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Benefit Ladder

Emotional Benefit: Still has the pride of driving a performance car while saving money.

Functional Benefit: Allows the buyer to choose the car that’s right for them under the hood and according to price without sacrificing the style and performance they’ve come to expect.

Product Attribute: Dodge offers many engine and transmission options for all of their performance vehicles (especially the Dodge Charger and Challenger). This allows the buyer to purchase a fuel efficient performance car, a moderately tuned performance car, or a highly tuned performance car.

Target: Thrill-seeking, young drivers who are looking for a sporty, yet affordable, vehicle.

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Brand Wheel Example

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5 4 3 2 1

2. Benefits:Caters to a crowd and untapped market of performance car junkies.Cheap to maintain and fix.Peace of mind.

3. Consumer Values:For the thrill-seeker.Adrenaline junkies.Young, enthusiastic car lovers.

4. Personality:SportyAggressive Durable

5. Brand Essence:Maximum Performance Made Affordable.

1. Attributes: Fast, Powerful cars.Affordable vehiclesBest warranty of all competitorsAmerican made

Creative Brief

Key Fact

According to CNBC, 18 to 34 year old car buyers “make up 12% of U.S. new car sales” (CNBC 1). The percent of new cars sold to this target market has fallen by 30% between 2007 and 2011.

Problem that Advertising Must Solve

College graduates and young professionals want to save money without sacrificing the performance of a sports car.

Advertising Objective

Convince this demographic that Dodge has many styles, sizes, and performance options for prices that suit their lifestyles. Show 18-34 year olds that they do have a choice in buying a new car by marketing 2-door and 4-door cars, SUVs, modern looking vehicles, muscle cars, V6 engines, and V8 engines. Give the consumer the power of choice.

Target Market

New college graduates and young professionals who are looking for affordable, yet sporty vehicles that they can afford.

Creative Strategy

Demonstrate the value in buying a Dodge, the performance line of cars created by Fiat-Chrysler Automobiles, compared to what the consumer will get with nonperformance, competing brands like Honda, Nissan, and Ford.

Big Idea

“Conquer The Open Road.”

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References

Pollard, G. (2010, January 14). BrandlandUSA. Retrieved October 3, 2014, from http://www.brandlandusa.com/2010/01/14/ram-the-spin-off-dodge-brand/

Garlitos, K. (2010, May 24). Dodge Re-brands With New "twin Slash" Logo After Ram Takes Old 'ram' Logo. Retrieved October 3, 2014, from http://www.topspeed.com/cars/car-news/dodge-re-brands-with-new-twin-slash-logo-after-ram-takes-old-ram-logo-ar90583.html

McCarthy, Michael. "Fiat Chrysler Brand Shakeup: Chrysler Up, Dodge Down | News - Advertising Age." Advertising Age News RSS. N.p., 7 May 2014. Web. 03 Oct. 2014. http://adage.com/article/news/fiat-chrysler-brand-shakeup-chrysler-dodge/293069/

Sanchez, K. (2014, February 11). U-S-A! Top Cars with the Most North American Parts Content. Retrieved October 3, 2014, from http://wot.motortrend.com/1402_u_s_a_top_cars_with_the_most_north_american_parts_content.html

Zats, David . "Chrysler spent most on ads." Allpar Chrysler Dodge and Jeep News. N.p., 4 Sept. 2014. Web. 3 Oct. 2014. http://www.allpar.com/news/index.php/2014/09/autoline-chrysler-biggest-advertiser.

Honda Motor's advertising spending in the U.S. 2013 | Statistic. (n.d.). Retrieved from http://www.statista.com/statistics/261526/honda-motors-advertising-spending-in-the-us/

Total Advertising Spending by Company | Statistic Brain. (n.d.). Retrieved from http://www.statisticbrain.com/total-advertising-spending-by-company/

2013 Car Brand Perception Survey reveals the brand loyalty, purchase intent leaders. (2013, February 5). Retrieved October 4, 2014, from http://www.consumerreports.org/cro/news/2013/02/2013-car-brand-perception-survey-reveals-the-brand-loyalty-purchase-intent-leaders/index.htm

"Dodge Brothers." Dodge Brothers. Web. 23 Oct. 2014. <http://meadowbrookhall.org/explore/history/dodgebrothers>.

"5-year / 100,000-mile Powertrain Limited Warranty." Dodge Vehicles. Web. 5 Nov. 2014. http://www.dodge.com/en/warranty/.

Eisenstein, Paul A. "How Millennials Are Reshaping Car Buying." CNBC. N.p., 13 Aug. 2014. Web. 20 Nov. 2014. <http://www.cnbc.com/id/101915303#.>.

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