NASHVILLE, Tenn. -- That thing got a Hemi commercial?
Not the 2005 Dodge Dakota.
When Dodge launches the redesigned small pickup in October, the Dakota's marketing focus will shift.
There's no Hemi power in this truck. So there's no opportunity to feed off the Hemi buzz.
But that's not a problem, says Troy Branch, the Dakota's marketing brand manager. With a choice of V-8s available in the truck, he says, Dodge has other engines to sell.
"Our message is we have the only
V-8 in its class," Branch said during a media launch of the Dakota here last month.
That change in message suits Dodge's marketing team. Branch says the Chrysler group is guarding against overexposure of the catchy Hemi slogan, which applies to Dodge vehicles such as the SRT-10 pickup and the Magnum wagon.
"Of course we would want the Hemi buzz," Branch says. "But Dakota can have its own buzz. And you can't put a Hemi in everything."