MUNICH, Germany -- Dodge is DaimlerChrysler AG's best-selling brand in the United States, but it is virtually unknown in Europe.
To work its way into the consciousness of Europeans, Dodge is using low-cost, high-visibility marketing techniques to get buyers into its forthcoming Caliber five-door hatchback and Nitro medium SUV.
One example is a cooperative effort with home-improvement stores in which Dodge intends to appeal directly to visitors and offer practical help, such as driving building materials home in a Dodge.
Specifically, the person Dodge wants to lure is a male problem-solver.
"We are emphasizing core values such as enjoyment, power, masculinity and authenticity," said Robert Scheffler, head of marketing communication for Chrysler, Jeep and Dodge in Germany.