Dodge first will pitch the Hemi engine name, which is returning after a 30-year absence, to the construction and other industries in a teaser campaign this month for the 2003 Ram 2500 and 3500 pickups.
Mass marketing will begin in October, when the engine and the redesigned Ram trucks arrive in dealerships.
General Motors and Ford Division are polishing their engines, too. The Big 3 want to make the most of their engines in the increasingly competitive truck market. That's why Dodge is bringing back the Hemi name and why Ford pushes its Power Stroke diesel engine.
"We re-evaluated what was really great about Dodge, what drove home the brand essence of street smart and can-do," said Julie Roehm, director of Dodge communications. "So it makes sense that we'd reintroduce Hemi."