AUBURN HILLS, Michigan — The Dodge and SRT performance lineup is "Domestic, Not Domesticated," according to a new tagline for such models as the 2016 Dodge Charger SRT Hellcat sedan, Challenger SRT Hellcat coupe and Durango R/T SUV.
The tagline will be featured across many platforms and consumer touch points, including television, print, digital, web, social and experiential.
Available now at Dodge dealerships, the Charger Hellcat competes against performance sedans such as the Cadillac CTS-V and Chevrolet SS, while the Challenger Hellcat's primary competition includes the Chevrolet Corvette Z06, Chevrolet Camaro and Ford Shelby GT350 , and the Durango R/T lines up against such models as the Buick Enclave, Ford Explorer, Nissan Pathfinder and Toyota Highlander.
The first 60-second television ad with the new tagline, "Warning," debuted this past weekend. It displays the flashing turn signals of a Challenger SRT Hellcat and, similar to disclaimers at the end of many product ads, features scrolling text and a fast-talking announcer who cautions viewers that "Dodge may impair your ability to obey the rules and respect social conventions," among other side effects.
The tagline also appears in a new short video, "Dodge Challenger SRT Hellcat — Unleashed (Episode One)," running on the brand's YouTube channel.
Here, technicians at the "Dodge Research Lab" in Detroit uncage a mechanical wild animal that morphs into a Challenger SRT Hellcat and roars down a darkened street before screeching into a power slide.
"Every brand has its own DNA, and Dodge's bloodline is built on performance, passion and attitude," said Olivier Francois, chief marketing officer for FCA — Global, in a statement. "'Domestic. Not Domesticated ' embodies what Dodge stands for as a proud American performance brand. Our cars show off some very American traits — big, fast, powerful, fun to drive — all while being a completely valid choice as a safe and reliable family vehicle. Simply put, when you drive a Dodge, you don't have to compromise. You can grow up without giving up." ?
The Charger and Challenger might be made in Canada, but the new tagline does make its point: Dodge is a highly recognizable American brand, and models including the 707-horsepower Charger and Challenger SRT Hellcats and the 360-horsepower Durango R/T can demonstrate a certain lack of domestication when called upon to do so.
Edmunds says: Dodge's new tagline should capture the attention of shoppers in the market for a new performance-oriented sedan, coupe or SUV.