Dodge aiming new Avenger at younger buyers
March 3, 2007
Chrysler Group hopes its marketing campaign for the 2008 Dodge Avenger
appeals to younger consumers who are rational yet wanting emotional satisfaction, company officials said Friday.
New TV ads featuring the Avenger, which has replaced the Dodge Stratus, will begin airing Sunday during NHL hockey on NBC.
The company plans four television spots, including one targeted at African Americans and one aimed at Hispanics.
In addition, the Auburn Hills-based unit of DaimlerChrysler AG is rolling out a print and Internet campaign emphasizing the midsize sedan's technologies, performance and styling.
Chrysler officials plan to have events around the country, such as at the Taste of Chicago, and promotional sweepstakes. They noted that the Avenger will be featured in the Tom Clancy "Ghost Recon Advanced Warfighter" video game produced by Ubisoft.
One ad the company touted focuses on the Avenger's heated and cooled cupholders; another ad calls the car "a natural performer."
"We are going to focus on the more youthful energy," said Mark Spencer, senior manager of Dodge brand communications.
The company estimates that nearly 2 million midsize cars are sold each year and that the average customer for that type of car is in his or her 50s, is married, well educated and earns about $60,000 a year.
The company plans to target people in their 30s making $60,000 to $65,000 a year. It hopes to take customers away from the Nissan Altima, Pontiac G6 and Ford Fusion.
The Avenger should show up on dealer lots this spring with a suggested starting price of $18,895.
Contact TIM HIGGINS at 313-222-8784 or

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