DETROIT -- Marketing of the 2006 Dodge Charger stresses the performance of its Hemi engine. But you won't hear the tag line: "That thing got a Hemi?"
Charger advertisements that begin this month do not include the famed Hemi slogan, says Dodge Marketing Director Judy Wheeler.
"We are focusing on performance with the Charger, and with performance goes the Hemi engine," she says. "But you won't see us use that tag line on Charger."
Consumers first heard "That thing got a Hemi?" in October 2002, in advertising that introduced the Hemi-equipped Dodge Ram heavy-duty pickup. Dodge reprised the line in ads for the light-duty Ram pickup and Durango SUV.
Hemi has become a brand name that stands on its own, Wheeler says.
Only a few automotive components have breakout brand names. General Motors' OnStar navigation system and the Chrysler group's Stow 'n Go minivan seating system are widely recognized.