A NEW AMERICAN KID ON THE BLOCK
24 April 2006 - Chrysler

Are you ready for Dodge?

That was the question posed this week to Journalists attending the media launch of the American brand in Europe. Sales of the all new Dodge Caliber begin to major European left hand drive markets before the end of June and they will start in the right hand drive UK market from July this year.

Each of the 88 UK Chrysler Group UK dealerships that currently sell and service Chrysler and Jeep products are getting an additional brand name to hang over their doors - Dodge. In the Chrysler Group line up, Dodge is the affordable; value for money and potentially higher volume brand once their range is completed.

Like its stablemates the Dodge brand and the Caliber will be marketed on its all-American value for money brand appeal.

Strictly speaking the Dodge brand is already in the UK but in very limited numbers represented by the huge Dodge RAM pick-up and the STR10 (Viper as it is unofficially known). But Caliber is the vehicle that officially launches another US brand to the UK. So this week’s press event was not just about launching the Caliber but it was just as much about launching the brand.

The Caliber is a crossover vehicle, somewhere between a C-segment, or medium sized five-door hatchback and a two wheel drive SUV. It looks like a compact 4x4 bit it isn’t. The C-segment is a very tough price sensitive market place accounting for one in three new cars sold in the UK. It is the fighting ground for the likes of the Ford Focus, Vauxhall Astra, VW Golf, Peugeot 307 and Citroen C4 plus a host of Japanese and Korean offerings.

Suffice to say that the International Media launch event was held in the clubbing capital of Europe, Ibiza, and in particular in one of the world famous ''Pacha'' nightclubs. You get the picture on where Dodge is aiming its brand profile.

Dodge like to see their brand image and the Caliber as funky, raunchy, boldly irreverent and in your face. The marketing programme for Dodge and Caliber includes a major advertising campaign and UK dealer - How Dodge Are You - themed regional road shows. The Internet is already carrying Dodge websites, such as discoverdodge.com. These carry ‘interesting’ advertising themes. Mooning dogs is just one advert heading our way, not to mention body stencils and tattoos of the Dodge horned ram logo adorning the faces and bodies of ‘young thrusters’.

Steve Gray, Marketing Director for Chrysler Group in the UK said this week, “There is a significant minority group of customers who want to buy something different when it comes to a family car. They want to make a statement with their purchase. They are switched on by affordability and the Caliber offers great value for money, a high level of specification with distinctive non ‘run of the mill’ good looks and it is a versatile family vehicle.”

“Initially our sales effort will be to reach new retail customers and fleet and business sales will follow after that. We expect to see a 50/50 sales split between petrol and diesel models with the SXT trim and equipment level versions taking around 70 per cent of sales.”

There are also S and SE versions. Prices range from £11,495 to £15, 430.

Diesel versions carry a £1,500 price premium over petrol models but diesel models also include an ESP electronic stability programme. All models have, anti theft protection, electric windows, 60/40 split folding rear seats and a fold down front passenger seat back as standard. Most versions even have a ‘chill zone’, a cooled drinks tray within the glove box for up to four 500ml bottles or cans.

Currently two four-cylinder petrol engines are on offered, a 1.8-litre, 148bhp unit and 2.0-litre 154bhp engine, both shared with Mitsubishi and Hyundai. A 2.0-litre, 138bhp, four-cylinder turbodiesel engine is available and this unit is sourced from Volkswagen. A 2.4-litre, petrol turbocharged 304bhp engine will be added to the range with the Caliber SRT-4 in 2007.

The 1.8-litre petrol and 2.0-litre diesel models have a 6-speed manual transmission. The 2.0-litre petrol versions are only available with a continuously variable auto transmission, but at no extra cost for the CVT.

Steve Gray said, “Advertising and marketing straplines such as, Caliber – It’s Anything But Cute, and Grab Life by the Horns, referring to the Ram logo, will attract customers to looking at the Caliber as an alternative vehicle to what’s on the market today. Once they look and then starting seeing the great value for money and the affordability the Caliber line up offers, we have established the reason for them to buy. If you compare it with other C-segment five door hatchback competitors with like-for-like specification, the least expensive Caliber model is over 10 per cent cheaper than the equivalent Golf, 7 per cent less than the Peugeot 307 and about the same price as a Mazda 3. If you look at the Caliber 2.0-litre petrol with its standard CVT transmission the difference is even greater, 25 per cent less than the Golf, 15 per cent less than the 307 and the Mazda 3. Petrol or diesel it is a similar story when it comes to comparisons about price and specification.”

Like most American cars the Caliber is loaded with standard specification normally only found on higher value models or as extra cost option.

The Caliber, technically or in its driving performance, brings nothing new to the market but it will find a ready audience attracted by its 4x4 SUV appearance even if it is only front wheel drive. It is no longer than a Ford focus but it looks much larger on the outside than it does when you actually sit in the car. As family transport it is a good package and the vehicle appears to be pretty durable. The rear tailgate gives access to a pretty large luggage area and the folding front passenger seat and rear seats make it versatile. Although aimed at younger families and with its advertising aimed squarely at the un-square I can still see older purchasers casing an experienced eye over the new car because we know what value for money is.

If you know it undercuts most mainstream medium sized cars just think how impressed customers will be when comparing it to an SUV or even an MPV.

The interior is a bit old school as far as European offerings go. The plastic id hard, not slush moulded or padded as we have come to expect, but I bet its durable. The Caliber due to its coupe side profile and very high waistline not to mention the very thick front A-pillars does not make it very light inside and visibility is not up to scratch due to the resulting small glass areas.

The driveability is acceptable, everything is a bit soft, not quite as sharp in the handling department as we expect from European and Japanese products. The pick of the engine options is undoubtedly the 2.0-litre turbodiesel unit which is gutsy and flexible. It is quicker for acceleration than the 2.0-litre petrol engine and more economical and cleaner for CO2 emissions. The 2.0-litre petrol model is hampered by its power soaking CVT semi auto transmission and the 1.8-litre petrol engine is no more than OK.

But if image ands style is your thing, you want something different and at a very good price potentially it is a good buy. Once we have more information regarding residual values, insurance groups and so on once we get to drive the UK right hand drive versions I’ll report back. In the meantime keep a look out for the advertising and promotions material for the new Dodge Caliber, its fun and in your face.

MILESTONES. Dodge Caliber 2.0 SXT diesel. Price: £15,290, but range prices start for petrol models at a very low £11,495, which is very tempting. Engine: 2.0-litre, turbodiesel, VW sourced direct injection, 138bhp with 229 lb ft of torque from only 1,750 rpm. Performance: 122mph, 0-60mph in 9.3 seconds, 46.3mpg approx., CO2 161 g/km. For: Price, what you get for your money, in your face image. Against: Dated plastics for the interior, small windows, soft-ish and vague handling.

From: Miles Better News Agency

www.chrysler.co.uk

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