Kuniskis said the key to Dodge is to embrace its inherent brand attitude and forget about trying to go head-to-head with competitors on price.
"Dodge wins when we don't compete on a spreadsheet. We win when we get off the spreadsheet, when we give you some attitude, some personality, some reason to buy this car over another," Kuniskis said.
It also means that replacement vehicles -- such as a redesigned Journey due in mid-2016 -- are likely to sport much more performance-oriented styling.
It's early to plot significant demographic changes in Dodge buyers due to the shift in advertising. Kuniskis said the overall average age of the brand's buyers is 45, compared with an industry average of 53.
In some segments, Dodge skews far lower than competitors. For example, among large sedan purchasers, the average age for Charger buyers is 43, compared with an average in the rest of the segment of 60.
On the sales end, some progress already has been made. During a presentation to investors in May, Kuniskis said the brand projected it would finish 2014 down 8 percent to 546,000, largely on the drop of the Avenger in January 2014. Instead, the brand finished off only 4 percent in the United States at 574,155.