2013 Dodge Dart Registry Takes a Page From Bridal Playbook


  • 2013 Dodge Dart Picture

    2013 Dodge Dart Picture

    The 2013 Dodge Dart registry takes its inspiration from wedding registries. | January 18, 2013

Just the Facts:
  • The new 2013 Dodge Dart registry takes a page from the traditional bridal playbook by providing a unique way to raise money toward the purchase of a Dart.
  • Instead of pots and pans, participants can fund specific parts of the Dart, such as a steering wheel, seat or engine.
  • The Dodge Dart registry launches January 20 with a new 30-second commercial titled "How to Change Buying Cars Forever."

AUBURN HILLS, Michigan — The new 2013 Dodge Dart registry takes a page from the traditional bridal playbook by providing a unique way to raise money toward the purchase of a Dart.

Instead of pots and pans, participants can fund specific parts of the Dart, such as a steering wheel, seat or engine. The online registry is not limited to brides and grooms. It is an unexpected twist on funding a new-car purchase.

"Unless your friends are all rich, generous and powerful, it will be tough to raise the full price of a new car," the Dodge Dart registry notes. "But you might be able to raise enough for a down payment. Or a few thousand dollars to lower your payments. If you fall short of your goal, you'll still get the funds you've raised."

The registry lets participants donate as little as $1. It says that donation tiers don't reflect the actual cost of the part of the car.

The 2013 Dodge Dart starts at $16,790, including a $795 destination charge.

The Dodge Dart registry launches January 20 with a new 30-second commercial titled "How to Change Buying Cars Forever."

"Brides and grooms have been doing it for years," said Chrysler in a statement. "Now it's easier than ever for new car buyers, too."

Wedding registries now include such unusual items as "lifestyle requests" that fund guitar lessons or wine tastings and charitable requests that let guests give a donation to select charities.

Edmunds says: A clever approach that's bound to be copied by other automakers.

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