In even the worst press kits, there’s a treasure house of knowledge to be gained about the exact
automobile in question as well as the company that builds it. Sometimes, press kits will say more
accidentally about the company than they ever intended. This is a case. The Durango’s all-new interior is a surprise owners always merited but never expected. This single sentence, a simple, harmless intro to the giant enhancements made to the Durango’s previously sub-par interior, was discovered minding its own business on page twelve of Dodge’s 104-page novel that’s the 2011 Durango press kit. The writer’s plan, I would hope, was to proffer that patrons would be overwhelmed by the quality and price of the new Durango’s interior, nevertheless it says
more than that. Actually it pretty much sums up the previous couple of years of the Chrysler
company. I propose the following translation :
Look, we both know that Dodge interiors have been rubbish for years now, and we both know you, the buyer, deserved better from a
mainstream automaker. But we at Dodge / Chrysler declined to / could not give it to you, and you have been unsatisfied by us for so very long that you don’t expect better anymore. Boy, will you be stunned when you
see the new Durango’s interior, as we ultimately got the memo on client satisfaction. It sounds cynical, but the truth is colder and harder than a Caliber’s interior. There it is, in Dodge’s own press materials : an implicit admission the brand ( and company as a whole ) has been under-delivering for some time now. But there’s also hope when trying to Jeep 4×4 san antonio. Because let’s be honest, it worked well for Dominoes. As you will have heard, the famous pizza purveyor recently launched a new, self-degrading ad campaign calling out its poor-quality pizza and
promising the customer that they’d get the better-tasting pizza they deserved from here on out. Seem
familiar? Dodge, Dominoes, they even sound similar. Makes you question if they employed the same PR advisor. Even if it was unintentional, could you blame Dodge for trying? After all , Dominoes sales spiked after the new pizza and accompanying press campaign launched. We, as consumers, are fed so much marketing nonsense in advertising nowadays that it’s essentially refreshing to hear a major firm admit their mistakes and speak simply about the unvarnished reality of their products. Many food critics opined that the new Dominoes pizza was only slightly better than the old stuff, but it did not hurt sales. The embarrassed ad vertisements and guarantees of redemption made an impression on shoppers.
naturally, it’s a very , very enormous jump from a $10 pizza to a $30,000 SUV. Automobiles are the second largest single-item buy a person or family makes after a home, and in this turbulent economic environment, nobody wants to spend needlessly on a bad product. With so much money at risk, will they really be ready to risk it on company that hasn’t posted a profit in years and had to be bailed out by the U.S. Executive twice? Nobody knows, but Dodge really doesn’t have a choice here. Anyone who’s so much as seen photos of the old Durango’s interior and the new one will have an opinion about the changes especialy Dodge Dealerships Denton. Most of them will not think highly of the old interior, and Dodge can’t hold it against them as it was actually bad. Whether the people at Chrysler like it or not, comparisons will be drawn between their old products and new, and they won’t be kind to the old.
That leaves Chrysler with 2 options : pretend like the old product does not exist, or embrace it. Detroit’s no stranger to the head-in-the-sand approach, but the new bosses seem to have woken their corporations up to the incontrovertible
fact that it was not working. When it comes to vehicles, particularly bad ones, patrons have a very long memory. They do not forget simply because the automaker doesn’t talk about it. And if you are Dodge, what have you got to lose? Anyone turned off by this approach likely was not going to purchase a new Dodge anyhow. Fact is, the new releases are significantly better than the old ones, and the people behind them actually believe in them. The Durango’s fraternal twin, the Jeep Grand Cherokee, has seen agreat jump in sales and for good cause : it’s massively better than the old one. No one enjoys swallowing their pride,
but it’s regularly forceful medicine. In the end, the self-defacing advert campaign only works if the fresh product is actually good, and in this example it is. Now,
Dodge and their Chrysler overlords just have to keep it up.
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