All-New 2006 Dodge Charger Marketing Campaign 'Unleashed'

* After nearly three decades, Dodge Charger is back and Yeah, It's Gotta


* Marketing campaign highlights HEMI performance, head-turning design and

incredible value

* More than 100,000 handraisers

* More than 26,800 dealer orders

May 18, 2005, 01:00 ET from Chrysler Group

    AUBURN HILLS, Mich., May 18 /PRNewswire-FirstCall/ -- Dodge unleashed its
 marketing campaign today for the highly anticipated all-new 2006 Dodge
 Charger, which peels into showrooms this summer.
     "With modern coupe styling, rear-wheel drive, four-door functionality and
 a HEMI packed under the hood, the all-new 2006 Dodge Charger is bold, powerful
 and capable," said Darryl Jackson, Vice President - Dodge Marketing.  "Similar
 to HEMI, the Charger name is powerful and draws from the Dodge brand's proud
 performance heritage.  We have a tremendous amount of equity and name
 recognition for both of these entities.  Combined, today's all-new Dodge
 Charger and HEMI engine effectively mark the return of modern American
 muscle," said Jackson.
     To date, Dodge has received more than 26,800 dealer orders for Charger and
 identified more than 100,000 "handraisers," or consumers who wish to receive
 more information about the vehicle.  Dodge will build more momentum for
 Charger when its marketing campaign begins June 1.  The campaign features a
 diverse mix of traditional and non-traditional mediums built around three core
 messages: performance, style and value.
     Dodge Charger Marketing Campaign
     Television advertising kicks off the campaign with two 30-second
 television spots, "Dragster" and "Unleash," with two additional spots, "Bikes"
 following on May 24 and "Auction" on June 1.  Television ads will run on both
 network and cable stations and will include special promotional partnerships.
 Each advertisement will focus on one of the following key attributes for the
 Dodge Charger: HEMI performance, modern technology, bold styling or value.
     Open on a top fuel Dragster as it does a burnout, a Dodge Charger is also
 doing a burnout.  A drag strip Christmas tree comes into view.  The light
 turns green and both vehicles take off from the line for a full-on race to the
 end of the track.  Suddenly, both vehicles begin to slow down; they are
 stopping at a tollbooth.  The camera cuts to the front of the top fuel
 dragster sticking out from under the tollbooth gate.  An interior shot of the
 Charger shows our driver looking over and throwing money into the basket.  A
 Nomex glove is also shown throwing money in the change basket.  The shot cuts
 wide to a shot of the turnpike tollbooth as the Charger pulls away.  The whole
 drag race has been inside of the driver's head.
     Barrett-Jackson Auction tent in Scottsdale, Arizona is seen from an
 overhead shot.  A custom vehicle has just sold and is exiting the scene as the
 all-new 2006 Dodge Charger SXT appears on stage.  Cameras cover the new Dodge
 Charger from every angle.  People looking at the vehicle are bidding as
 commentary on the vehicle is heard.  The bids continue higher and higher.  A
 dealer and customer are seen standing next to the Charger.  The customer turns
 to look at the window sticker.  The shot pulls from the window sticker back to
 the two men standing outside of a dealer showroom.  Hustle and bustle of
 people goes on behind them.  The customer remains in a reflective moment for a
 long beat then looks at the low sticker price one last time.  He smiles.
     A Dodge Charger is shown cruising in slow motion down a suburban street.
 One by one, a group of motorcycles gather behind the Charger.  As motorcycles
 follow the Charger, riders cross paths, weaving back and forth like little
 kids on bicycles.  We see a motorcycle rider pull up next to the Charger, look
 it over and then give the driver a "thumbs up" before drifting back with the
 pack.  The camera cuts to a different motorcycle cruising down the sidewalk.
 The Charger and a second motorcycle both stop at the bottom of a driveway.  We
 now see a paperboy bag strapped to the motorcycle's handlebars, the rider
 hands a newspaper to the Dodge Charger driver.  At this point, the Charger
 driver comes back to reality and we see that the motorcycle is actually a
 bicycle with a little kid on it.
     "Unleash" (African American and Hispanic version)
     A well-dressed businessman approaches his all-new Dodge Charger and starts
 to get into the vehicle.  A charge of electricity passes from the car into the
 man's brain and heart, imprinting the Dodge logo there.  The driver begins to
 transform from conservative to cool in a matter of seconds.  The Charger
 drives powerfully through the city, showing off its bold shape and attitude.
 The force of its passage actually causes parked cars to lift off their
 suspensions and causes a bystander's face to ripple.  The Dodge Charger blows
 by a woman on a sidewalk and causes her skirt to blow in the wind.  She turns
 quickly to admire the car as it goes by.  The Charger roars under the camera
 and we can see it appear to create a pressure wave.
     Print advertising will launch in July books and include three, two-page
 spreads that will appear in a variety of publications including automotive,
 men's, sports, technology, music and outdoor adventure.  In addition to
 traditional advertising, Dodge will push the envelope through unique online
 initiatives, and events with a strong focus on entertainment and relationship
     Dodge will invite online consumers to unleash their untamed inner spirit
 by ... Unleashing their Freak.  Four animated icons, the Freaks, will
 represent Dodge Charger vehicle attributes:  Power, Control, Speed and Style.
 The Power Freak demonstrates HEMI-grade power, street-smart prowess and
 strength.  The Control Freak communicates superb control on the road, smart
 engineering, precision, balance, athleticism and brains.  The Speed Freak
 embodies pure unadulterated speed, exhilaration on the road, a youthful, fun-
 loving, boyish rebel, and the ability to deliver an adrenaline rush.  The
 Style Freak shows bold design, timeless style, sexiness, smoothness and
 mystery.  An online universe will be built for the Dodge Charger and its
 Freaks through unique high-energy 3D animations.
     Online, consumers will also have the option to be inducted into the world
 of Charger with the help of a new desktop tool, "The Induction Unit."  The
 downloadable desktop tool launches May 23 and will allow consumers to create
 an icon on their desktops that may be configured to alert them to vehicle
 information including features, events, contests, videos and news in a
 dynamic, two-way communication relationship.
     For consumers who wish to experience the Charger in person, Dodge will
 also unleash a series of regional events.  The Dodge Model Box Build event
 will take place in at least eight markets across the country including
 Atlanta, Chicago, Dallas, Washington D.C., Detroit and New York.  A larger-
 than-life Dodge Charger model box will be filled with life-size Dodge Charger
 parts to be assembled pit-stop-style by team mechanics.  The builds will last
 approximately 20 minutes and take place every hour.
     The Dodge Zoo Tour will unleash a herd of Dodge vehicles in zoos across
 the country embarking on a four-month tour of 12 zoos.  Events will feature
 the all-new 2006 Dodge Charger with appearances by the Dodge Magnum, Grand
 Caravan, Dodge Durango, Dodge Ram and Dodge Dakota.  Dodge also will take
 center stage at the 25th anniversary of the National Association of Black
 Bikers and at the Vive al Ritmo Spanish Music Series.
     Dodge Brand
     With a U.S. market share of seven percent, Dodge is the fifth-largest
 nameplate in the United States and the eighth largest nameplate in the
 automotive industry.  In 2004, Dodge sold more than 1.4 million vehicles in
 the global market.
     Dodge continues to lead the minivan market segment with a 20 percent
 market share in the United States.  In the truck market, Dodge has an 18
 percent market share.  In the car market, Dodge has a 4.5 percent market

SOURCE Chrysler Group