Dodge being closely watched in the UK
Chrysler Group's boss, Joe Eberhardt, issued an ultimatum regarding the automaker's future in the UK. If Dodge products do not succeed at a high level by 2009, they will pull out of the UK market entirely.
Dodge is counting on two specific models to guarantee success across the pond. The first is the familiar Caliber, which the automaker expects to solidify the desired aura of "Dodge attitude" and the soon-to-be-produced Nitro seeks to take on the small SUV market, dominated by the RAV4 and CR-V.
The Hornet stands to be a success in the supermini class, with its targets firmly locked onto the Mini Cooper, but no existing platform will accommodate the concept vehicle's small wheelbase. As such, DaimlerChrysler is seeking to partner with another manufacturer for production of the Hornet. Hopefully, if it sees production in the UK, the Hornet will make an apperance here in the States.
[Source: AutoExpress]
Reader Comments (Page 1 of 2)
_O ^ O_ 10:10AM (8/02/2006)
Dodge will fail miserably. The Caliber may do well in the NA market (initially anyways) because people have little to no expectations of quality in small, domestic cars: the Caliber is perfectly suited here.
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Gordy 10:11AM (8/02/2006)
The UK market is overcrowded anyway.
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holzer 10:18AM (8/02/2006)
There was an episode of Top Gear in which the hosts made fun of the Caliber for its big-SUV looks and small, unconventional size. The audience then proceeded to laugh at how bogus it was.
I'm not too sure of the Caliber's success in the UK.
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Jason 10:18AM (8/02/2006)
Europeans are strange...see, they actually expect quality interiors. Ever been in a Caliber?
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jim 10:23AM (8/02/2006)
Agree O^O. Euros in general have been courted with small cars having lotsa of options and quality from makers we don't see in the States. We get sh_t boxes. What will piss me off; DC giving them a decent small diesel before us...and you know they will.
As an aside: the Nitro at least appears manly. Most of those others like the Escape, RAV4, etc. are lower middle classs, ladies cars.
j i m
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Steven T. 10:43AM (8/02/2006)
One of the funniest aspects of the auto industry is its herd mentality. Somebody gets the idea of global branding, so soon everyone else is falling over themselves to copy that approach no matter how ridiculous it may be in their particular situation.
Attempting to bring the Dodge brand to Europe has always been a futile quest. If the Chrysler brand has had trouble establishing itself, how on earth could DaimlerChrysler succeed by siphoning off scarce resources for Dodge and Jeep.
The Asian automakers have been slow to introduce multiple brands into Europe. That is an appropriate caution. I would have thought DC would have been even more ginger in doing so given its troubles with Smart and the inferior engineering of Chrysler products. Perhaps German + American hubris is an unusually dangerous combination.
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Lucas 10:48AM (8/02/2006)
Why must everything Dodge builds look like a truck? They will fail in Europe for this alone. I know a few Europeans myself(UK, Germany, France, Poland, Bulgaria), and all of them can't understand this country's facination with trucks. In many areas of Europe owning a truck is looked upon as being "lower class", or more specifically, "working class". The only reason to own one is for work or because you can't get a car. Owning a truck is like using a cardboard box; it's fine to carry and store things with it but living in it is frowned upon.
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sk 11:02AM (8/02/2006)
The interior of the Dodge brand is so freaking cheap looking. I don't see Europeans buying that crap anytime soon unless DC makes major changes to the interior.
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James 11:05AM (8/02/2006)
'What Car?' magazine is the most respectable and in depth of Britain's automotive press: it's a good reference if you're about to drop £20,000 on a new set of wheels. Here's what they have to say about the Dodge Caliber:
http://whatcar.com/car-review-full.aspx?RT=846
Unless they find a European partner who knows how to build small cars, Dodge will be history in the UK very soon. They should save the hassle and don't even bother trying with the Hornet.
*j*
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Aphrox 11:11AM (8/02/2006)
:( But in 2006 Dodge vehicles awarded "Best Buy" from Consumer Guide.
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PBCrunch 11:22AM (8/02/2006)
All these comments about how poorly the Caliber will do in England and no one is mentioning how crappy the Jeep Liberty-based Nitro will be.
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James 11:24AM (8/02/2006)
If the future of Dodge in the UK is resting on these 2 vehicles, it's history sooner rather than later.
I agree with post #1. I just can't see why any European in his right mind would purchase a Dodge over the multitude of quality small automobiles available there.
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Sid 11:40AM (8/02/2006)
While I share European taste when it comes to the love for small for loaded and fun to drive hatches...I take a few of their choices with a grain of salt. They think the Caliber has a cheap interior? That's funny...coming from a continent where Renaults, Citroens and Skodas are highly rated car-makers.
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Filip 11:49AM (8/02/2006)
One question comes to the mind when I read the comments here: how many of you Europeans have been looking (in real life) at a Dodge Caliber? (Just curious.... :) )
I think the Dodge brand might only succeed in Finland if anywhere in Europe, but that is not only "thanks" to the advertising (which has been quite unnoticable), nope, it's because there is some sorts of an attraction towards American cars in Finland.
The reason for American car attraction? I think it is due to the fact that the Finnish president used to be driven around in American (luxur-ist) cars in the early ears of this small nation, but I might be wrong here.
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GrowUp 12:10PM (8/02/2006)
By 2009? That's no real commitment, and if consumers become aware of that foolishly impatient attitude, they'll stay away in droves for fear of buying a car whose company will bolted from sight before the tires even need replacing.
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Jonathan 12:31PM (8/02/2006)
Sid,
Have you been in a Citroen, Renault or Skoda recently? All three do better interiors than Dodge. I rented a Renault Clio several years ago and was generally pretty impressed with it. Skoda's interiors are quite good (I can't fault any member of the VW group there). In the UK, the Skoda Octavia is cheaper than the Caliber (£11,495 for the Dodge, £10,990 for the Skoda).
Compare the Caliber interior:
http://www.dodge.co.uk/dodge/gallery/dodge/dodge_caliber_uk_gallery7.jpg
to the Skoda:
http://www.theaa.com/images/allaboutcars/testreports/2004053_skoda_octavia_interior.jpg
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SupaDawg (Chris Palmer) 12:37PM (8/02/2006)
The Caliber is doing very well up here in Canada. Like the second gen neons before it.
I have a loaded 2003 Neon. Very happy with my car. I haven't had a single problem with the car other than a fog light burning out in 2004.
As a matter of fact I love my interior. Clean, easy access to everything. subtle silver accents inside the cab.
I'm very happy with my purchase and you can bet your ass i'll be buying another Dodge. I have a friend with a 2002 neon, another friend with a 2004 neon. Both of which now also own dodge trucks for work. DCX has been very good to us.
Just my 2 cents. It's a shame Europeans aren't willing to give them a chance.
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Pete3 12:56PM (8/02/2006)
Caliber is selling well in Europe... There is a waiting list in UK.. As for Nitro, it will do OK..With diesel engine
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UK-KID 3:47PM (8/02/2006)
Waiting list in UK ???????
What are you smoking ?
I have a friend at the Luton branch and he tells me the only Calibers they have sold are to American people working in the UK for the company in charge of the railtrack maintenance.
Apparently they have been offered some really attractive deal if they opted for the Caliber for a company car as opposed to the 3 Series as the rest of their british colleagues did.
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the mann 4:21PM (8/02/2006)
look, i concur with poster 6... why is everythign trucklike now? Toyota has passed DC adn Ford(in July) for sales, and not because of truck, or truck-like vehicles.
Can't they take a hint? Dr Z, ya listening?
Honda outsold DC for July, I read(detnews.com), in July, and aren't too far off from outselling them in USA in 2006, total sales!
DC went nuts with "trucks".
Not everyone wants a truuk-like vehicle.
I drove a caliber, and while not being bad, it sure is nothing like the last year Neon, for handling, 0-60, Or MPG!
I do not see kids driving Calibers,like the did the Neon, but middle aged midwesterners, who live in the country.
There's a reason for this.
DC is out of touch.
Even Hyudnai had record sales in July, over 47,000 units for one month, and their Kia half sold 26,000 + units in July, a record for thme(combined total is over 74,000+ units. For worldwide sales, they call it Hyundai-Kia motors... see http://theautochannel.com, and look at hyundai or kia news, june 2006).
They are ahead of Honda and Nissan, for worldwide sales, adn right behind D/C.
Dinosaur Company= D/C? Seems so. While Honda can't keep up with small car demands, D/C produces cars that barely get 30MPH?
Caliber is ok, but I wouldn't own one.
This small vehicle, the Hornet. it would work, but it is TOO SMALL for the USA. Sure, Mini sells,but I do not see many of those on the roads in my town, either.
Make this thing about Toyota Yaris sized, either a 3 door hatch sporty car, or if they make this, then make it about 14 feet total length(close to the current PT, since i read they will be making a "new' PT for 08-09 time frame, according to reports yesterday on detnews.com, autoinsiders....and maybe on Caliber platfomr, and slightly larger than todays 169+inches totla length version...)and under say 19K tops.... and it might sell, and even attract Scion buyers.
If it is this tiny and 16-17K...? and only low 30's for MPG? I dont' think so.
it'll sell like a lead ballon at a children's party.
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