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Though Chrysler Corp.’s Jeep brand defines the sport utility vehicle segment, its Dodge division is getting an SUV of its own–the Durango–in an attempt to keep some of the 100,000 buyers who leave Dodge every year for Ford Explorers or Chevy Blazers.
Launching next month along with the Durango is the newly madeover Intrepid sedan. The two are linchpins for the brand in an effort to change the lingering consumer perception that Dodge products are technologically challenged.
Ad support for the Durango is expected to be around $70 million during this model year, not including considerable dealer support.
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