BERLIN -- Chrysler's new Viper sports car will debut in Europe in November 2003 as a Dodge.
Selling the Viper as a Dodge will mark a change in Chrysler's branding strategy in Europe, said Hartmut Hirtz, managing director of Chrysler/Jeep Germany. The Viper, along with other Dodge passenger cars, have been sold here with Chrysler badges.
But Hirtz said Chrysler isn't ready to back the Dodge brand in Europe with a major marketing push.
"Not yet," he said. "This will have to wait until 2005. As [Chrysler President] Dieter Zetsche said, we will consider entering the European market with the Dodge brand, but not before we have a family of products that suits European customers."
The M80 compact pickup, shown in Detroit last January, and the next-generation Neon could form part of a Dodge lineup in Europe. The Neon is currently sold as a Chrysler in Europe.
The new Dodge Viper will be sold through the existing Chrysler/Jeep dealer network, Hirtz said. The cars will be imported using the single type approval procedure. The same procedure will apply to the Dodge Durango full-size off-roader and the Dodge Ram pickup. Both will also be available through Chrysler/Jeep dealers.
"There is a demand for these truly American Dodge vehicles," Hirtz said. "However, the demand is limited. We expect to sell between 100 and 200 units each per year in Germany."
Selling the Viper as a Dodge will mark a change in Chrysler's branding strategy in Europe, said Hartmut Hirtz, managing director of Chrysler/Jeep Germany. The Viper, along with other Dodge passenger cars, have been sold here with Chrysler badges.
But Hirtz said Chrysler isn't ready to back the Dodge brand in Europe with a major marketing push.
"Not yet," he said. "This will have to wait until 2005. As [Chrysler President] Dieter Zetsche said, we will consider entering the European market with the Dodge brand, but not before we have a family of products that suits European customers."
The M80 compact pickup, shown in Detroit last January, and the next-generation Neon could form part of a Dodge lineup in Europe. The Neon is currently sold as a Chrysler in Europe.
The new Dodge Viper will be sold through the existing Chrysler/Jeep dealer network, Hirtz said. The cars will be imported using the single type approval procedure. The same procedure will apply to the Dodge Durango full-size off-roader and the Dodge Ram pickup. Both will also be available through Chrysler/Jeep dealers.
"There is a demand for these truly American Dodge vehicles," Hirtz said. "However, the demand is limited. We expect to sell between 100 and 200 units each per year in Germany."
