Dodge is an American
brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
of
automobile
A car or automobile is a motor vehicle with Wheel, wheels. Most definitions of ''cars'' say that they run primarily on roads, Car seat, seat one to eight people, have four wheels, and mainly transport private transport#Personal transport, pe ...
s and a division of
Stellantis
Stellantis N.V. is a multinational automotive manufacturing corporation formed in 2021 on the basis of a 50–50 cross-border merger between the Italian-American conglomerate Fiat Chrysler Automobiles (FCA) and the French PSA Group. The comp ...
, based in
Auburn Hills
Auburn Hills is a city in Oakland County, Michigan, Oakland County in the U.S. state of Michigan. The population was 21,412 at the 2010 United States Census, 2010 census. Before incorporating as a city in 1983, the area was part of the now-defunct ...
,
Michigan
Michigan () is a state in the Great Lakes region of the upper Midwestern United States. With a population of nearly 10.12 million and an area of nearly , Michigan is the 10th-largest state by population, the 11th-largest by area, and the ...
. Dodge vehicles have historically included
performance car {{Unreferenced, date=June 2019, bot=noref (GreenC bot)
A performance car is a car that exhibits above-average capabilities in one or more of the following areas: acceleration, top speed, cornering and braking. It is debated how much performance is ...
s, and for much of its existence Dodge was
Chrysler
Stellantis North America (officially FCA US and formerly Chrysler ()) is one of the " Big Three" automobile manufacturers in the United States, headquartered in Auburn Hills, Michigan. It is the American subsidiary of the multinational automoti ...
's mid-priced brand above
Plymouth
Plymouth () is a port city and unitary authority in South West England. It is located on the south coast of Devon, approximately south-west of Exeter and south-west of London. It is bordered by Cornwall to the west and south-west.
Plymouth ...
.
Founded as the Dodge Brothers Company machine shop by brothers
Horace Elgin Dodge
Horace Elgin Dodge Sr. (May 17, 1868 – December 10, 1920) was an American automobile manufacturing pioneer and co-founder of Dodge Brothers Company.
Early years and business
He was born in Niles, Michigan, on May 17, 1868.Burton, Clarence M., ...
and
John Francis Dodge
John Francis Dodge (October 25, 1864 – January 14, 1920) was an American automobile manufacturing pioneer and co-founder of Dodge Brothers Company.
Biography
Dodge was born in Niles, Michigan, where his father ran a foundry and machine s ...
in the early 1900s, Dodge was originally a supplier of parts and assemblies to
Detroit
Detroit ( , ; , ) is the largest city in the U.S. state of Michigan. It is also the largest U.S. city on the United States–Canada border, and the seat of government of Wayne County. The City of Detroit had a population of 639,111 at th ...
-based automakers like
Ford
Ford commonly refers to:
* Ford Motor Company, an automobile manufacturer founded by Henry Ford
* Ford (crossing), a shallow crossing on a river
Ford may also refer to:
Ford Motor Company
* Henry Ford, founder of the Ford Motor Company
* Ford F ...
. They began building complete automobiles under the "Dodge Brothers" brand in 1914, predating the founding of Chrysler Corporation. The factory located in
Hamtramck, Michigan
Hamtramck ( ) is a city in Wayne County in the U.S. state of Michigan. As of the 2020 census, the city population was 28,433. Hamtramck is surrounded by the city of Detroit except for a small portion that borders the fellow enclave city of Hi ...
was the
Dodge main factory from 1910 until it closed in January 1980. John Dodge died from the
Spanish flu
The 1918–1920 influenza pandemic, commonly known by the misnomer Spanish flu or as the Great Influenza epidemic, was an exceptionally deadly global influenza pandemic caused by the H1N1 influenza A virus. The earliest documented case was ...
in January 1920, having lungs weakened by
tuberculosis
Tuberculosis (TB) is an infectious disease usually caused by '' Mycobacterium tuberculosis'' (MTB) bacteria. Tuberculosis generally affects the lungs, but it can also affect other parts of the body. Most infections show no symptoms, in ...
20 years earlier. Horace died in December of the same year, perhaps weakened by the Spanish flu, though the cause of death was
cirrhosis
Cirrhosis, also known as liver cirrhosis or hepatic cirrhosis, and end-stage liver disease, is the impaired liver function caused by the formation of scar tissue known as fibrosis due to damage caused by liver disease. Damage causes tissue repai ...
of the liver. Their company was sold by their families to
Dillon, Read & Co. in 1925 before being sold to Chrysler in 1928.
Dodge mainstay vehicles were
truck
A truck or lorry is a motor vehicle designed to transport cargo, carry specialized payloads, or perform other utilitarian work. Trucks vary greatly in size, power, and configuration, but the vast majority feature body-on-frame construction ...
s and
full-sized passenger cars through the 1970s, though it also built compact cars such as the 1963–76
Dart
Dart or DART may refer to:
* Dart, the equipment in the game of darts
Arts, entertainment and media
* Dart (comics), an Image Comics superhero
* Dart, a character from ''G.I. Joe''
* Dart, a ''Thomas & Friends'' railway engine character
* Dar ...
and midsize cars such as the "B-Body"
Coronet
A coronet is a small crown consisting of ornaments fixed on a metal ring. A coronet differs from other kinds of crowns in that a coronet never has arches, and from a tiara in that a coronet completely encircles the head, while a tiara does ...
and
Charger
Charger or Chargers may refer to:
* Charger (table setting), decorative plates used to fancify a place setting
* Battery charger, a device used to put energy into a cell or battery
* Capacitor charger, typically a high voltage DC power supply ...
from 1965–78.
The
1973 oil embargo
The 1973 oil crisis or first oil crisis began in October 1973 when the members of the Organization of Arab Petroleum Exporting Countries (OAPEC), led by Saudi Arabia, proclaimed an oil embargo. The embargo was targeted at nations that had supp ...
caused American "
gas guzzler
The fuel economy of an automobile relates distance traveled by a vehicle and the amount of fuel consumed. Consumption can be expressed in terms of volume of fuel to travel a distance, or the distance traveled per unit volume of fuel consumed. S ...
" sales to slump, prompting Chrysler to develop the
Dodge Aries
The Plymouth Reliant and Dodge Aries are mid size cars introduced for model year 1981 as the first " K-cars" manufactured and marketed by the Chrysler Corporation. The Reliant and Aries were the smallest cars to have the traditional 6 passeng ...
K platform compact and midsize cars for the 1981 model year. The K
platform
Platform may refer to:
Technology
* Computing platform, a framework on which applications may be run
* Platform game, a genre of video games
* Car platform, a set of components shared by several vehicle models
* Weapons platform, a system or ...
and its derivatives are credited with reviving Chrysler's business in the 1980s. One example was the
Dodge Caravan
The Dodge Caravan (and the long-wheelbase Dodge Grand Caravan) is a series of minivans that was manufactured by Chrysler from the 1984 to 2020 model years. The Dodge version of the Chrysler minivans, the Caravan was marketed as both a passenger v ...
. During the 1990s the
Dodge Stratus
The Dodge Stratus is a mid-size car that was introduced by Dodge in December 1994 and was based on the 4-door sedan Chrysler JA platform. The Stratus, Plymouth Breeze, and Chrysler Cirrus were all on ''Car and Driver'' magazine's Ten Best list ...
found many buyers along with the larger
Dodge Intrepid
The Dodge Intrepid is a full sized front-wheel drive four-door sedan that was produced by Dodge for model years 1993 to 2004. It is related to the Chrysler 300M, Chrysler Concorde, Chrysler LHS, Chrysler New Yorker, and Eagle Vision which we ...
.
The Dodge brand endured multiple ownership changes at Chrysler from 1998 to 2009, including its merger with
Daimler-Benz AG
The Mercedes-Benz Group AG (previously named Daimler-Benz, DaimlerChrysler and Daimler) is a German multinational automotive corporation headquartered in Stuttgart, Baden-Württemberg, Germany. It is one of the world's leading car manufacture ...
from 1998 to 2007, its subsequent sale to
Cerberus Capital Management
Cerberus Capital Management, L.P. is an American private equity firm,Leaders Magazine"Providing Economic Opportunity: An Interview with The Honorable Dan Quayle, Chairman, Cerberus Global Investments, LLC". specializing in distressed investing. ...
, its 2009
bailout by the United States government, and its subsequent
Chapter 11 bankruptcy
Chapter 11 of the United States Bankruptcy Code (Title 11 of the United States Code) permits reorganization under the bankruptcy laws of the United States. Such reorganization, known as Chapter 11 bankruptcy, is available to every business, whe ...
and acquisition by
Fiat
Fiat Automobiles S.p.A. (, , ; originally FIAT, it, Fabbrica Italiana Automobili di Torino, lit=Italian Automobiles Factory of Turin) is an Italian automobile manufacturer, formerly part of Fiat Chrysler Automobiles, and since 2021 a subsidiary ...
.
In 2011, Dodge and its sub-brands,
Dodge Ram
The Ram pickup (marketed as the Dodge Ram until 2010) is a full-size pickup truck manufactured by Stellantis North America (formerly Chrysler Group LLC and FCA US LLC) and marketed from 2010 onwards under the Ram Trucks brand. The current fi ...
and
Dodge Viper
The Dodge Viper is a sports car that was manufactured by Dodge (by SRT for 2013 and 2014), a division of American car manufacturer FCA US LLC from 1992 until 2017, having taken a brief hiatus in 2007 and from 2010 to 2012. Production of the two ...
, were separated. Dodge announced that the
Viper
The Viperidae (vipers) are a family of snakes found in most parts of the world, except for Antarctica, Australia, Hawaii, Madagascar, and various other isolated islands. They are venomous and have long (relative to non-vipers), hinged fangs tha ...
was to be an
SRT product, and
Ram
Ram, ram, or RAM may refer to:
Animals
* A male sheep
* Ram cichlid, a freshwater tropical fish
People
* Ram (given name)
* Ram (surname)
* Ram (director) (Ramsubramaniam), an Indian Tamil film director
* RAM (musician) (born 1974), Dutch
* Ra ...
a standalone marque. In 2014,
SRT was merged back into Dodge. Later that year, the
Chrysler Group
Stellantis North America (officially FCA US and formerly Chrysler ()) is one of the " Big Three" automobile manufacturers in the United States, headquartered in Auburn Hills, Michigan. It is the American subsidiary of the multinational automoti ...
was renamed
FCA US LLC
Stellantis North America (officially FCA US and formerly Chrysler ()) is one of the " Big Three" automobile manufacturers in the United States, headquartered in Auburn Hills, Michigan. It is the American subsidiary of the multinational automotiv ...
, coinciding with the merger of
Fiat S.p.A.
Fiat S.p.A., or ''Fabbrica Italiana Automobili Torino'' (Italian Automobile Factory of Turin), was an Italian holding company whose original and core activities were in the automotive industry, and that was succeeded by Fiat Chrysler Automobi ...
and the Chrysler Group into the corporate structure of
Fiat Chrysler Automobiles
Fiat Chrysler Automobiles N.V. (FCA) was an Italian-American multinational corporation primarily known as a manufacturer of automobiles, commercial vehicles, auto parts and production systems. The Italian holding company Exor was the largest ...
. Subsequently, another merger occurred on January 16, 2021, between FCA and the
PSA Group
The PSA Group (), legally known as Peugeot S.A. (Peugeot Société Anonyme, trading as Groupe PSA; formerly known as PSA Peugeot Citroën from 1991 to 2016) was a French multinational automotive manufacturing company which produced automobiles ...
(Stellantis), making the Dutch-domiciled automaker the second largest in
Europe
Europe is a large peninsula conventionally considered a continent in its own right because of its great physical size and the weight of its history and traditions. Europe is also considered a Continent#Subcontinents, subcontinent of Eurasia ...
, after
Volkswagen
Volkswagen (),English: , . abbreviated as VW (), is a German Automotive industry, motor vehicle manufacturer headquartered in Wolfsburg, Lower Saxony, Germany. Founded in 1937 by the German Labour Front under the Nazi Party and revived into a ...
.
History
Founding and early years
Horace
Quintus Horatius Flaccus (; 8 December 65 – 27 November 8 BC), known in the English-speaking world as Horace (), was the leading Roman lyric poet during the time of Augustus (also known as Octavian). The rhetorician Quintilian regarded his ' ...
and
John Dodge founded the ''Dodge Brothers'' Company in Detroit in 1900, and quickly found work manufacturing precision engine and
chassis
A chassis (, ; plural ''chassis'' from French châssis ) is the load-bearing framework of an artificial object, which structurally supports the object in its construction and function. An example of a chassis is a vehicle frame, the underpart ...
components for the city's growing number of automobile firms. Chief among them were the established
Olds Motor Vehicle Company
Oldsmobile or formally the Oldsmobile Division of General Motors was a brand of American automobiles, produced for most of its existence by General Motors. Originally established as "Olds Motor Vehicle Company" by Ransom E. Olds in 1897, it prod ...
and the new
Ford Motor Company
Ford Motor Company (commonly known as Ford) is an American multinational automobile manufacturer headquartered in Dearborn, Michigan, United States. It was founded by Henry Ford and incorporated on June 16, 1903. The company sells automobi ...
. Henry Ford selected the Dodge brothers to supply a wide range of components for his original
Model A (1903–04) comprising the entire chassis: Ford needed to add only the body and wheels to finish the cars. Henry offered the Dodge brothers a 10% share in his new company in return for $10,000 worth of goods ($ in dollars ). In 1902, the brothers won a contract to produce transmissions for
Ransom E. Olds
Ransom Eli Olds (June 3, 1864 – August 26, 1950) was a pioneer of the Automotive industry in the United States, American automotive industry, after whom the Oldsmobile and REO Motor Car Company, REO brands were named. He claimed to have built h ...
' company,
Oldsmobile
Oldsmobile or formally the Oldsmobile Division of General Motors was a brand of American automobiles, produced for most of its existence by General Motors. Originally established as "Olds Motor Vehicle Company" by Ransom E. Olds in 1897, it produ ...
upon which they built a solid reputation for quality and service. They rejected a second contract from Oldsmobile in 1903, to retool their plant to manufacture engines for the
Ford Motor Company
Ford Motor Company (commonly known as Ford) is an American multinational automobile manufacturer headquartered in Dearborn, Michigan, United States. It was founded by Henry Ford and incorporated on June 16, 1903. The company sells automobi ...
, which would be in debt to the brothers.
The first machine shop where the brothers worked as parts suppliers for Olds and Ford was located at the Boydell Building on Beaubien Street at Lafayette. This location was replaced by a larger facility at Hastings Street and Monroe Avenue, which is now a parking garage for the
Hollywood Casino (Hastings Street at this location has been renamed Chrysler Service Drive). By 1910 the
Dodge Main
Detroit/Hamtramck Assembly, also called Factory Zero, is a General Motors automobile assembly plant straddling the border between Detroit and Hamtramck, Michigan. It is located about three miles (five km) from GM's corporate headquarters. Wh ...
factory was built in Hamtramck, where it remained until 1979.
![Light-repair-truck-FAJ19200910](https://upload.wikimedia.org/wikipedia/commons/0/01/Light-repair-truck-FAJ19200910.jpg)
The Dodge Brothers Motor Company was established in 1913 and by 1914, John and Horace designed and introduced the first car of their own – the four-cylinder
Dodge Model 30-35 touring car. Marketed as a slightly more upscale competitor to the ubiquitous
Ford Model T
The Ford Model T is an automobile that was produced by Ford Motor Company from October 1, 1908, to May 26, 1927. It is generally regarded as the first affordable automobile, which made car travel available to middle-class Americans. The relati ...
, it pioneered or made standard many features later taken for granted, such as all-steel bodies. The vast majority of cars worldwide still used wood-framing under steel panels,
[though Stoneleigh and BSA used steel bodies as early as 1911.] Other innovations were 12-volt electrical systems (6-volt systems would remain the norm until the 1950s), 35 horsepower engines versus the Model T's 20 horsepower, and sliding-gear
transmission
Transmission may refer to:
Medicine, science and technology
* Power transmission
** Electric power transmission
** Propulsion transmission, technology allowing controlled application of power
*** Automatic transmission
*** Manual transmission
*** ...
(the best-selling Model T retained an antiquated planetary design until its demise in 1927). John Dodge was once quoted as saying, "Someday, people who own a Ford are going to want an automobile".
The brothers garnered a well-earned reputation for the highest quality truck, transmission and motor parts they made for other successful vehicles, and Dodge Brothers cars were ranked second in U.S. sales as early as 1916.
That same year,
Henry Ford
Henry Ford (July 30, 1863 – April 7, 1947) was an American industrialist, business magnate, founder of the Ford Motor Company, and chief developer of the assembly line technique of mass production. By creating the first automobile that mi ...
stopped paying stock dividends in order to finance the construction of his new
River Rouge complex, and the Dodges filed a
suit
A suit, lounge suit, or business suit is a set of clothes comprising a suit jacket and trousers of identical textiles worn with a collared dress shirt, necktie, and dress shoes. A skirt suit is similar, but with a matching skirt instead of tr ...
to protect their annual dividends of approximately one million dollars, leading Ford to buy out his shareholders. The Dodges were paid some US$25 million.($ in dollars )
[ They had already earned $9,871,500 ($ in dollars ) in dividends making a total return of $34,871,500 ($ in dollars ) on their original $10,000 ($ in dollars ) investment. The Ford contract set them up for life, but they never got to spend it.
Also in 1916, the Dodge Brothers vehicles won acclaim for their durability in military service. First with the U.S. Army's ]Pancho Villa Expedition
The Pancho Villa Expedition—now known officially in the United States as the Mexican Expedition, but originally referred to as the "Punitive Expedition, U.S. Army"—was a military operation conducted by the United States Army against the p ...
, during the 1910s U.S. Mexico Border War—the U.S. military's first operation to use truck convoys. General "Blackjack" Pershing procured a fleet of 150 to 250 Dodge Brothers vehicles for the Mexico
Mexico (Spanish: México), officially the United Mexican States, is a country in the southern portion of North America. It is bordered to the north by the United States; to the south and west by the Pacific Ocean; to the southeast by Guatema ...
campaign.[ Touring cars were used as staff and reconnaissance vehicles. Pershing himself used a Dodge touring car to keep abreast of army columns and control their movements.
One incident in May, the 6th Infantry reported a sighting of ]Julio Cárdenas Julio Cárdenas (unknown – May 14, 1916) was a captain in Pancho Villa's Villista military organization. He was second-in-command to Villa and the head of his personal bodyguard. The Battle of Columbus, New Mexico, in which 18 Americans were kil ...
, one of Villa's most trusted subordinates. Lt. George S. Patton
George Smith Patton Jr. (November 11, 1885 – December 21, 1945) was a general in the United States Army who commanded the Seventh United States Army in the Mediterranean Theater of World War II, and the Third United States Army in France ...
led ten soldiers and two civilian guides in three Dodge Model 30 touring cars to conduct America's first motorized military raid at a ranch house in San Miguelito, Sonora
Sonora (), officially Estado Libre y Soberano de Sonora ( en, Free and Sovereign State of Sonora), is one of the 31 states which, along with Mexico City, comprise the Administrative divisions of Mexico, Federal Entities of Mexico. The state is d ...
. During the ensuing firefight, the party killed three men, with one identified as Cárdenas. Patton's men tied the bodies to the hoods of the Dodges, returning to headquarters in Dublán and an excited reception from US newspapermen.
Subsequently, some 12,800 Dodge cars and light trucks were used in World War I
World War I (28 July 1914 11 November 1918), often abbreviated as WWI, was one of the deadliest global conflicts in history. Belligerents included much of Europe, the Russian Empire, the United States, and the Ottoman Empire, with fightin ...
—over 8,000 touring cars, as well as 2,600 commercial vehicles, such as screen-side trucks and panel vans—serving primarily as ambulances and repair trucks.
Dodge remained the United States military's primary supplier of light-wheeled vehicles until the U.S. joined the Second World War
World War II or the Second World War, often abbreviated as WWII or WW2, was a world war that lasted from 1939 to 1945. It involved the vast majority of the world's countries—including all of the great powers—forming two opposin ...
.
Dodge brothers death and sale to Chrysler
Dodge Brothers cars continued to rank second place in American sales in 1920. However, the same year John Dodge died of pneumonia
Pneumonia is an inflammatory condition of the lung primarily affecting the small air sacs known as alveoli. Symptoms typically include some combination of productive or dry cough, chest pain, fever, and difficulty breathing. The severity ...
in January. His brother Horace then died of cirrhosis
Cirrhosis, also known as liver cirrhosis or hepatic cirrhosis, and end-stage liver disease, is the impaired liver function caused by the formation of scar tissue known as fibrosis due to damage caused by liver disease. Damage causes tissue repai ...
in December of the same year (reportedly still grieved over the loss of his brother, to whom he was very close). With the loss of both founders, the Dodge Brothers Company was left in the hands of their widows, who promoted long-time employee Frederick Haynes
Frederick Haynes (1832–1897) was a British artist born at Carrington, Nottingham who primarily painted seascapes and portraits.
Although exhibited little in his lifetime, Haynes' work is now increasingly found in auction houses. His work "a f ...
to the presidency. During this time, the Model 30 was evolved to become the Series 116 (though it retained the same basic construction and engineering features). As the 1920s progressed, Dodge gradually lost its ranking from the third best-selling automobile manufacturer, to seventh in the U.S. market.
Dodge Brothers expanded its truck line and became a leading builder of light trucks. After expanding production capacity, Haynes signed a contract in 1921 for Dodge's large dealer network to exclusively market trucks with bodies built by Graham Brothers
Graham-Paige was an American automobile manufacturer founded by brothers Joseph B. Graham (1882-1970), Robert C. Graham (1885-1967), and Ray A. Graham (1887-1932) in 1927. Automobile production ceased in 1940, and its automotive assets were acq ...
of Evansville, Indiana. The Graham truck line from then on used only Dodge-built chassis, from 1-ton to 3-ton capacity, and Dodge kept making light-duty trucks.
Development was stagnating, and sales dropped Dodge Brothers to fifth place in the industry by 1925. That year, the Dodge Brothers company was sold by the widows to the investment group Dillon, Read & Co. for no less than US$146 million which at the time was the largest cash transaction in history ($ in dollars ).
Dillon, Read & Co. offered non-voting stock on the market in the new Dodge Brothers firm, and along with the sale of bonds was able to raise $160 million ($ in dollars ), reaping a $14 million (net) profit ($ in dollars ). All voting stock was retained by Dillon, Read. Frederick Haynes remained as company head until E.G. Wilmer was named board chairman in November 1926. Wilmer was a banker with no auto experience and Haynes remained as president. Changes to the car, save for superficial things like trim level
Trim levels are used by manufacturers to identify a vehicle's level of equipment or special features. The equipment/features fitted to a particular vehicle also depend on any options packages or individual options that the car was ordered with.
...
s and colors, remained minimal until 1927, when the new Senior six-cylinder line was introduced. The four-cylinder line was renamed the Fast Four line until it was dropped in favor of two lighter six-cylinder models (the Standard Six and Victory Six) for 1928.
On October 1, 1925, Dodge Brothers, Inc., acquired a 51% interest in Graham Brothers
Graham-Paige was an American automobile manufacturer founded by brothers Joseph B. Graham (1882-1970), Robert C. Graham (1885-1967), and Ray A. Graham (1887-1932) in 1927. Automobile production ceased in 1940, and its automotive assets were acq ...
, Inc., for $13 million ($ in dollars ) and the remaining 49% on May 1, 1926. Haynes purchased all of Graham's truck production, and in 1926, the Graham branch took charge of all of Dodge's truck manufacturing. Briefly – until the purchase by Chrysler – all trucks were Graham badged. A total of 60,000 such trucks were built in 1927. The three Graham brothers, Robert, Joseph and Ray, assumed management positions in Dodge Brothers before departing early in 1927. The brothers established the Graham-Paige
Graham-Paige was an American automobile manufacturer founded by brothers Joseph B. Graham (1882-1970), Robert C. Graham (1885-1967), and Ray A. Graham (1887-1932) in 1927. Automobile production ceased in 1940, and its automotive assets were acq ...
company to build a new line of Graham passenger cars.
Despite this, Dodge Brothers' sales had dropped to thirteenth place in the industry by 1927 selling the Dodge Fast Four The Dodge Fast Four is a model made by Dodge from 1927 until 1928. It came in three types, series 124, 128 and 129.
In 1927, the Dodge Fast Four was the new mid-level car from Dodge. The Fast Four looked similar to earlier 4-cylinder Dodges, but ...
, and Dillon, Read began looking for someone to buy the company. Dodge was sold to the new Chrysler Corporation in 1928 in a stock transfer instead of cash for $170 million ($ in dollars ) who had attempted to purchase Dodge two years earlier. Chrysler successfully purchased Dodge to gain the Dodge Factory and dealership network so as to better compete in the low-priced car field against Ford and Chevrolet, and in one year Dodge progressed from thirteenth place in sales to seventh place by 1928. On January 2, 1929, Chrysler announced that the Graham Badge was dropped, and Chrysler was now building Dodge Brothers trucks.
Pre-war years
To fit better the Chrysler Corporation lineup, alongside low-priced Plymouth
Plymouth () is a port city and unitary authority in South West England. It is located on the south coast of Devon, approximately south-west of Exeter and south-west of London. It is bordered by Cornwall to the west and south-west.
Plymouth ...
and medium-priced DeSoto, Dodge's lineup for early 1930 was trimmed down to a core group of two lines and thirteen models (from three lines and nineteen models just over a year previous). Prices started out just above DeSoto but were somewhat less than top-of-the-line Chrysler
Stellantis North America (officially FCA US and formerly Chrysler ()) is one of the " Big Three" automobile manufacturers in the United States, headquartered in Auburn Hills, Michigan. It is the American subsidiary of the multinational automoti ...
, in a small-scale recreation of General Motors' "step-up" marketing concept. (DeSoto and Dodge would swap places in the market for the 1933 model year, Dodge dropping down between Plymouth and DeSoto.) As Plymouth cars were sold at Chrysler dealerships, Dodge branded vehicles were sold as a lower-cost alternative to DeSoto.
For 1930, Dodge took another step up by adding a new eight-cylinder line to replace the existing Senior six-cylinder. This basic format of a dual line with Six and Eight models continued through 1933, and the cars were gradually streamlined and lengthened in step with prevailing trends of the day. The Dodge Eight was replaced by a larger Dodge DeLuxe Six for 1934, which was dropped for 1935. A long-wheelbase
In both road and rail vehicles, the wheelbase is the horizontal distance between the centers of the front and rear wheels. For road vehicles with more than two axles (e.g. some trucks), the wheelbase is the distance between the steering (front ...
edition of the remaining Six was added for 1936 and would remain a part of the lineup for many years. To enhance production, in 1932 Chrysler built a factory in Los Angeles, California
Los Angeles ( ; es, Los Ángeles, link=no , ), often referred to by its initials L.A., is the largest city in the state of California and the second most populous city in the United States after New York City, as well as one of the world' ...
where Chrysler, DeSoto, Dodge, and Plymouth vehicles were built until the factory closed in 1971.
The Dodge line, along with most of the corporation's output, was restyled in the so-called "Wind Stream" look for 1935. This was a mild form of streamlining, which saw sales jump remarkably over the previous year (even though Dodge as a whole still dropped to fifth place for the year after two years of holding down fourth). Dodge did not share the radical Airflow
Airflow, or air flow, is the movement of air. The primary cause of airflow is the existence of air. Air behaves in a fluid manner, meaning particles naturally flow from areas of higher pressure to those where the pressure is lower. Atmospheric a ...
styling that was the cause of depressed sales of Chryslers and DeSotos from 1934 until 1937, as a passenger sedan, but it was used on the commercial trucks for a short time. Dodge (along with the rest of Chrysler) added safety features such as a smooth, flat dashboard with no protruding knobs, curved in door handles, and padded front-seat backs for the benefit of the rear-seat occupants.
Another major restyle arrived for the 25th-anniversary 1939 models, which Dodge dubbed the Luxury Liner series. These were once again completely redesigned, with new bodies for 1940, again in 1941, and a refreshing for 1942. However, just after the 1942 models were introduced, Japan's attack on Pearl Harbor
The attack on Pearl HarborAlso known as the Battle of Pearl Harbor was a surprise military strike by the Imperial Japanese Navy Air Service upon the United States against the naval base at Pearl Harbor in Honolulu, Territory of Hawaii, j ...
forced the shutdown of Dodge's passenger car assembly line
An assembly line is a manufacturing process (often called a ''progressive assembly'') in which parts (usually interchangeable parts) are added as the semi-finished assembly moves from workstation to workstation where the parts are added in seq ...
s in favor of war production in February 1942. 1941 saw the introduction of Fluid Drive for Dodge cars, which eliminated stalling or bucking if the clutch were released too quickly. This feature put a fluid coupling in between the engine and the clutch, although the driver still had to shift gears manually.
World War II
Chrysler was prolific in its production of war materiel
Materiel (; ) refers to supplies, equipment, and weapons in military supply-chain management, and typically supplies and equipment in a commercial supply chain context.
In a military context, the term ''materiel'' refers either to the specific ...
, especially from 1942 to 1945. Dodge in particular was well known to both average citizens and thankful soldiers for their tough military-spec light trucks and WC54 ambulances. Dodge America – on paper under the Fargo Trucks
Fargo was a brand of trucks originally produced in the United States in 1913 by the Fargo Motor Car Company. Dropped in 1922, the name was reintroduced for a line of trucks manufactured by the Chrysler Corporation after purchasing Fargo Motors ...
name (in U.S. government contracts) – built over 400,000 trucks for the war, in its nearly new (1938) Warren truck plant at Mound Road, near Detroit, Michigan. Starting with the quickly converted VC and VF-series of 1940, Dodge built mostly light 4x4, but also light-medium 6x6 WC-series trucks, that evolved out of the VC-series. Smaller numbers of other models were built for China and Russia under Lend-Lease
Lend-Lease, formally the Lend-Lease Act and introduced as An Act to Promote the Defense of the United States (), was a policy under which the United States supplied the United Kingdom, the Soviet Union and other Allied nations with food, oil, ...
.[ Additionally, Chrysler Canada was enlisted to crank out another 180,000 Dodge trucks for the British and the ]Commonwealth
A commonwealth is a traditional English term for a political community founded for the common good. Historically, it has been synonymous with "republic". The noun "commonwealth", meaning "public welfare, general good or advantage", dates from the ...
militaries, over three quarters of which were 3-ton trucks to be used in the CMP role.
Dodge readily built upon the reputation of the WC-series for itself, by carrying it over into civilian models after the war, beginning with the successful Power Wagon, introduced with minimal modification almost immediately after the war, in 1945, for the 1946 model year.
Post-war years
Civilian production at Dodge was restarted by late 1945, in time for the 1946 model year
The model year (sometimes abbreviated "MY") is a method of describing the version of a product which has been produced over multiple years. The model year may or may not be the same as the calendar year in which the product was manufactured.
...
. The "seller's market
In economics, competition is a scenario where different economic firmsThis article follows the general economic convention of referring to all actors as firms; examples in include individuals and brands or divisions within the same (legal) firm ...
" of the early postwar
In Western usage, the phrase post-war era (or postwar era) usually refers to the time since the end of World War II. More broadly, a post-war period (or postwar period) is the interval immediately following the end of a war. A post-war period c ...
years, brought on by the lack of any new cars throughout the war, meant that every automaker found it easy to sell vehicles regardless of any drawbacks they might have. Like almost every other automaker, Dodge sold lightly facelifted revisions of its 1942 design through the 1948 season. As before, these were a single series of six-cylinder models with two trim levels (basic Deluxe or plusher Custom). From 1949 until 1954, Fluid Drive could be combined with "Gyro-Matic," a semi-automatic transmission that reduced (but did not eliminate) the need to shift gears.
Styling was not initially Dodge's strong point during this period, though that began to change by 1953 under the direction of corporate design chief Virgil Exner
Virgil Max "Ex" Exner Sr. (September 24, 1909 – December 22, 1973) was an automobile designer for several American automobile companies, most notably Chrysler and Studebaker.
Exner is widely known for the "Forward Look" he created for the ...
. However, the deluxe Coronet series, introduced for 1949, offered extra luxury as the top of the line. The Coronet Diplomat, Dodge's first pillarless hardtop coupe, was new for 1950, at least one year before Ford, Plymouth, and other popular car makes offered it. At the same time, Dodge also introduced its first V8 engine – the Red Ram Hemi, a smaller version of the original design of the famed Chrysler Hemi
The Chrysler Hemi engines, known by the trademark Hemi, are a series of American V8 gasoline engines built by Chrysler with overhead valve hemispherical combustion chambers. Three different types of Hemi engines have been built by Chrysler f ...
. The new 1953 bodies were smaller and based on the Plymouth. For 1954, sales dropped, the stubby styling not going over well with the public. 1954 also saw the introduction of the fully automatic PowerFlite transmission.
Chrysler borrowed $250 million from Prudential in 1954 to finance expansion, acquisition, and updating the outdated styling of their car lines that was contributed to Chrysler failing to benefit from the postwar boom as GM and Ford were.
Exner led the development of the new corporate "Forward Look
Virgil Max "Ex" Exner Sr. (September 24, 1909 – December 22, 1973) was an automobile designer for several American automobile companies, most notably Chrysler and Studebaker.
Exner is widely known for the "Forward Look" he created for the ...
" styling of 1955, beginning a new era for Dodge. With steadily upgraded styling and ever-stronger engines every year through 1960, Dodge found a ready market for its products as America discovered the joys of freeway travel. This situation improved when Dodge introduced a new line of Dodges called the Dart to do battle against Ford, Chevrolet, and Plymouth. The result was that Dodge sales in the middle price class collapsed. Special and regional models were sold as well, including the LaFemme (a white and orchid-trimmed hardtop marketed toward women) and the Texan, a gold-accented Dodge sold in the Lone Star State. 1957 saw the introduction of a new automatic transmission, three-speed TorqueFlite. Both PowerFlite and TorqueFlite were controlled by mechanical push-buttons until 1965. 1956 saw the introduction of the 4-door pillarless hardtop (the same year most other makes offered this body style) in all three Dodge series, Custom Royal, Royal, and Coronet. Dodge's pillarless models were all badged "Lancer."
Dodge entered the compact car field for 1961 with their new Lancer
A lancer was a type of cavalryman who fought with a lance. Lances were used for mounted warfare in Assyria as early as and subsequently by Persia, India, Egypt, China, Greece, and Rome. The weapon was widely used throughout Eurasia during the M ...
, a variation on Plymouth's Valiant
Valiant may refer to:
People
* James Valiant (1884–1917), English cricketer
* The Valiant Brothers, a professional wrestling tag team of storyline brothers
** Jerry Valiant, a ring name of professional wrestler John Hill (1941-2010)
** Jimmy ...
. Though it was not initially successful, the Dart
Dart or DART may refer to:
* Dart, the equipment in the game of darts
Arts, entertainment and media
* Dart (comics), an Image Comics superhero
* Dart, a character from ''G.I. Joe''
* Dart, a ''Thomas & Friends'' railway engine character
* Dar ...
range that succeeded the Lancer in 1963 would prove to be one of the division's top sellers for many years.
Chrysler made an ill-advised move to downsize the Dodge and Plymouth full-size lines for 1962, which resulted in a loss of sales. However, they turned this around in 1965 by turning those former full-sizes into "new" mid-size models; Dodge revived the Coronet
A coronet is a small crown consisting of ornaments fixed on a metal ring. A coronet differs from other kinds of crowns in that a coronet never has arches, and from a tiara in that a coronet completely encircles the head, while a tiara does ...
nameplate in this way and later added a sporty fastback
A fastback is an automotive styling feature, defined by the rear of the car having a single slope from the roof to the tail. The kammback is a type of fastback style.
Some models, such as the Ford Mustang, have been specifically marketed as ...
version called the Charger
Charger or Chargers may refer to:
* Charger (table setting), decorative plates used to fancify a place setting
* Battery charger, a device used to put energy into a cell or battery
* Capacitor charger, typically a high voltage DC power supply ...
that became both a sales leader and a winner on the NASCAR
The National Association for Stock Car Auto Racing, LLC (NASCAR) is an American auto racing sanctioning and operating company that is best known for stock car racing. The privately owned company was founded by Bill France Sr. in 1948, and hi ...
circuit. Not only did this style dominate the racetrack for 4 full years, its aerodynamic improvements forever changed the face of NASCAR racing.
Full-size models evolved gradually during this time. After Dodge dealers complained about not having a true full-size car in the fall of 1961, the Custom 880 was hurried into production. The Custom 880 used the 1962 Chrysler Newport body with the 1961 Dodge front end and interior. The 880 continued into 1965, the year a completely new full-size body was put into production, the Polara entered the medium price class and the Monaco
Monaco (; ), officially the Principality of Monaco (french: Principauté de Monaco; Ligurian: ; oc, Principat de Mónegue), is a sovereign city-state and microstate on the French Riviera a few kilometres west of the Italian region of Lig ...
was added as the top series. The Polara and Monaco were changed mostly in appearance for the next ten years or so. Unique "fuselage
The fuselage (; from the French ''fuselé'' "spindle-shaped") is an aircraft's main body section. It holds crew, passengers, or cargo. In single-engine aircraft, it will usually contain an engine as well, although in some amphibious aircraft t ...
" styling was employed for 1969 through 1973 and then was toned down again for the 1974 to 1977 models.
Dodge targeted the muscle car
Muscle car is a description according to ''Merriam-Webster Dictionary'' that came to use in 1966 for "a group of American-made two-door sports coupes with powerful engines designed for high-performance driving." The '' Britannica Dictionary'' ...
market of the late 1960s and early 1970s. Along with the Charger, models like the Coronet R/T and Super Bee were popular with buyers seeking performance. The pinnacle of this effort was the introduction of the Challenger
Challenger, Challengers, or The Challengers may refer to:
Entertainment
Comics and manga
* Challenger (character), comic book character
* ''Challengers'' (manga), manga by Hinako Takanaga
Film and TV
* ''The Challengers'' (TV series), a 1979 ...
sports coupe and convertible (Dodge's entry into the "pony car" class ) in 1970, which offered everything from mild economy engines up to the race-ready Hemi V8 in the same package.
In an effort to reach every segment of the market, Dodge even reached a hand across the Pacific
The Pacific Ocean is the largest and deepest of Earth's five oceanic divisions. It extends from the Arctic Ocean in the north to the Southern Ocean (or, depending on definition, to Antarctica) in the south, and is bounded by the continen ...
to its partner, Mitsubishi Motors
is a Japanese multinational automobile manufacturer headquartered in Minato, Tokyo, Japan.[Colt
Colt(s) or COLT may refer to:
*Colt (horse), an intact (uncastrated) male horse under four years of age
People
* Colt (given name)
*Colt (surname)
Places
*Colt, Arkansas, United States
*Colt, Louisiana, an unincorporated community, United States ...](_blank)
to compete with the AMC Gremlin
The AMC Gremlin (also American Motors Gremlin) is a subcompact automobile introduced in 1970, manufactured and marketed in a single, two-door body style (1970–1978) by American Motors Corporation (AMC), as well as in Mexico (1974–1983) by A ...
, Chevrolet Vega
The Chevrolet Vega is a Subcompact car, subcompact automobile that was manufactured and marketed by General Motors, GM's Chevrolet subdivision from 1970 to 1977. Available in two-door hatchback, notchback, station wagon, wagon, and sedan deliver ...
, and Ford Pinto
The Ford Pinto is a subcompact car that was manufactured and marketed by Ford Motor Company in North America from 1971 until 1980 model years. The Pinto was the first subcompact vehicle produced by Ford in North America.
The Pinto was marketed ...
. Chrysler would over the years come to rely heavily on their relationship with Mitsubishi. At the same time, Dodge got a version of the Plymouth Duster, marketed as the Dodge Demon
A demon is a malevolent supernatural entity. Historically, belief in demons, or stories about demons, occurs in religion, occultism, literature, fiction, mythology, and folklore; as well as in media such as comics, video games, movies, ani ...
. It was inexpensive, but with its slant-six engine (or V8), the Demon could not achieve the fuel economy of the four-cylinder Colt. The Demon sold in much fewer numbers than the Duster, so it is considered more collectible today, especially the V8 versions.
1973–1980
The 1973 oil crisis
The 1973 oil crisis or first oil crisis began in October 1973 when the members of the Organization of Arab Petroleum Exporting Countries (OAPEC), led by Saudi Arabia, proclaimed an oil embargo. The embargo was targeted at nations that had supp ...
caused significant changes at Dodge, as well as Chrysler as a whole. Except for the Colt and Slant Six models of the Dart, Dodge's lineup was quickly seen as extremely inefficient. In fairness, this was true of most American automakers at the time, but Chrysler was also not in the best financial shape to do anything about it. Consequently, while General Motors and Ford were quick to begin downsizing their largest cars, Chrysler (and Dodge) moved more slowly out of necessity.
At the very least, Chrysler was able to use some of its other resources. Borrowing the recently introduced Chrysler Horizon
The Chrysler Horizon is a compact hatchback that was designed by Chrysler Europe and was produced from 1978 to 1987 under the Chrysler, Simca and Talbot nameplates. The successor to both the Simca 1100 and Hillman Avenger, the Horizon adopted a ...
from their European division, Dodge was able to get its new Omni subcompact on the market fairly quickly. At the same time, they increased the number of models imported from Japanese partner Mitsubishi
The is a group of autonomous Japanese multinational companies in a variety of industries.
Founded by Yatarō Iwasaki in 1870, the Mitsubishi Group historically descended from the Mitsubishi zaibatsu, a unified company which existed from 1870 ...
starting in 1971: first was a smaller Colt (based on Mitsubishi's Galant
The galant style was an 18th-century movement in music, visual arts and literature. In Germany a closely related style was called the '' empfindsamer Stil'' (sensitive style). Another close relative is rococo style. The galant style was drawn in ...
line), then a revival of the Challenger (Dodge Challenger
The Dodge Challenger is the name of three different generations of automobiles (two of those being pony cars) produced by American automobile manufacturer Dodge. However, the first use of the Challenger name by Dodge was in 1959 for marketing a ...
) in 1976 as a compact hardtop coupe with nothing more than a four-cylinder under the hood, rather than the booming V8s of yore.
The 1975 model year had the Dodge Charger and Chrysler Cordoba share the same new body based on the B platform. The Chrysler Cordoba had replaced the Plymouth Satellite Sebring. The Charger SE (Special Edition) was the only model offered. It came with a wide variety engines from the "LA" series small block V8 to three versions of big block V8. The standard engine was the 2-bbl small block, along with the code E58 4-bbl and dual exhaust high-performance version (225 hp) being available as an option. Sales in 1975 amounted to 30,812.
1976 was the Dart's final year in the North American market. The rear-view mirror
A rear-view mirror (or rearview mirror) is a flat mirror in automobiles and other vehicles, designed to allow the driver to see rearward through the vehicle's rear window (rear windshield).
In cars, the rear-view mirror is usually affixed to ...
was mounted on the windshield rather than from the roof. Front disc brakes became standard equipment on 1 January 1976 in accord with more stringent U.S. federal brake performance requirements, and a new foot-operated parking brake replaced the under-dash T-handle used since the Dart's 1963 introduction as a compact car. The grille's parking lamps were cast in amber
Amber is fossilized tree resin that has been appreciated for its color and natural beauty since Neolithic times. Much valued from antiquity to the present as a gemstone, amber is made into a variety of decorative objects."Amber" (2004). In Ma ...
, whereas the previous years had clear lenses with amber-colored bulbs. The Dart Sport 360 was dropped as a separate model in 1976, but the four-barrel, dual exhaust (without catalytic converters) V8 was a $376 option (except in California) for the $3,370 Dart Sport V8 models with automatic transmission. ''Car & Driver'' magazine tested the Dart Sport 360 in the April 1976 issue, pitting it against the Chevrolet Corvette and Pontiac Trans Am, and found its top speed of to be second to the Corvette's .
Dodge's replacement for the Dart was the Aspen, introduced in mid-1975 as a 1976 model. This new design featured lighter weight resulting in slightly improved fuel economy; it also had more interior and trunk room than the Dart. Front suspension was a new design; it featured transverse-mounted torsion bars which not only improved ride, but cornering as well. Its boxy styling gave the impression of a larger car. However, sales had to be shared with the virtually identical Plymouth Volare. Both cars were available in coupe, sedan, and station wagon body styles, and in both base and deluxe trim. Despite its virtues, customers soon found out about the Aspen's rush to market when they saw their cars experience severe body rust within a couple of years on the road; engine and drive train problems plagued the Aspen/Volare twins, and although the problems were largely worked out within a few years, the final Aspens were the 1980 models. This car was available with either a 225 cubic-inch Slant Six or a small block V8 displacing 318 or 360 cubic inches.
1976 was the final model year for the Dodge Coronet, at least so far as the name Coronet went, also its body style choices were relegated to just only two four-door models, the four-door wagon and the four-door sedan. The former Dodge Coronet 2-door model, which appeared for just the previous model year only was replaced by the Dodge Charger
The Dodge Charger is a model of automobile marketed by Dodge in various forms over seven generations since 1966.
The first Charger was a show car in 1964. A 1965 Charger II concept car resembled the 1966 production version.
The Charger has ...
Sport 2-door model, which, itself, appeared for only one model year. During the next model year (1977), the mid-size Dodge Coronet would be renamed Monaco
Monaco (; ), officially the Principality of Monaco (french: Principauté de Monaco; Ligurian: ; oc, Principat de Mónegue), is a sovereign city-state and microstate on the French Riviera a few kilometres west of the Italian region of Lig ...
, which would be given stacked rectangular headlights and other minor cosmetic changes, that would provide a prompt sales boost. The Coronet and Charger were effectively replaced by the Diplomat
A diplomat (from grc, δίπλωμα; romanized ''diploma'') is a person appointed by a state or an intergovernmental institution such as the United Nations or the European Union to conduct diplomacy with one or more other states or internati ...
for 1977, which was actually a fancier Aspen.
Also, during that same model year, the full-size Dodge Monaco would be renamed Dodge Royal Monaco, which would appear for just one model year only and after that, both Dodge and Plymouth (which would include Dodge Royal Monaco's entire Plymouth Gran Fury counterpart line up as well) would discontinue all production of any more full-size models. It lost sales every year, until finally being replaced by the St. Regis for 1979 following a one-year absence from the big car market. In a reversal of what happened for 1965, the St. Regis was an upsized Coronet. During the following model year (1978), the mid-size Dodge Monaco (which would include its entire Plymouth Fury counterpart lineup as well) would make its final appearance (for all during the remainder of the 1970s).
While the Aspen got accolades for styling and handling, build quality was problematic, sullying the car's reputation at the time when sales were desperately needed. It was noted for having problems with its carburetors which resulted in frequent stalling. The Aspen also had difficulty in starting, even after leaving the engine off for several minutes. This resulted in several recalls.
The Dodge Magnum was introduced for 1978 to supplement the Dodge Charger
The Dodge Charger is a model of automobile marketed by Dodge in various forms over seven generations since 1966.
The first Charger was a show car in 1964. A 1965 Charger II concept car resembled the 1966 production version.
The Charger has ...
. It was sold in two forms, the "XE" and the "GT" and was the last vehicle to use the long-running Chrysler B platform The B platform or B-body was the name of Chrysler's midsize rear-wheel drive passenger car platform from 1962 through 1979, and the name of a later, unrelated front-wheel drive platform used by the Eagle Premier / Dodge Monaco from 1988 through 19 ...
. The appearance was somewhat of a rounded-off Charger and was in response to getting a car that would be eligible for NASCAR
The National Association for Stock Car Auto Racing, LLC (NASCAR) is an American auto racing sanctioning and operating company that is best known for stock car racing. The privately owned company was founded by Bill France Sr. in 1948, and hi ...
that would be more aerodynamic, something that the 1975–1978 Charger was not. Styling features included four rectangular headlights behind retractable clear covers, with narrow opera window
An opera window is a small fixed window usually behind the rear side window of an automobile. They are typically mounted in the C-pillar of some cars. The design feature was popular during the 1970s and early 1980s and adopted by domestic U.S. m ...
s, and an optional T-bar or power sunroof. The Magnum was well-featured with power steering, brakes, and seats; the suspension included Chrysler's standard adjustable, longitudinal torsion bars, lower trailing links, and front and rear anti-sway bars. The base engine was the V8 with Lean-Burn
Lean-burn refers to the burning of fuel with an excess of air in an internal combustion engine. In lean-burn engines the air:fuel ratio may be as lean as 65:1 (by mass). The air / fuel ratio needed to stoichiometrically combust gasoline, by con ...
, while two and four-barrel carbureted and V8s were optional; weight was nearly .
The Omni and Horizon appeared at a critical time for Chrysler, when the company was on the brink of bankruptcy and sought government support to survive. In 1978, Chrysler had beaten out Ford and General Motors to the market with a domestically-produced front-wheel drive car to challenge the VW Rabbit
Volkswagen (),English: , . abbreviated as VW (), is a German motor vehicle manufacturer headquartered in Wolfsburg, Lower Saxony, Germany. Founded in 1937 by the German Labour Front under the Nazi Party and revived into a global brand post-W ...
. However, the L-bodies miscarried at first, since 1978 was a year of strong sales for larger cars and demand for compacts and subcompacts noticeably shrank. These initial poor sales of the cars contributed to Chrysler's financial woes at the time, but when the company requested federal assistance, the Omni was an important piece of evidence that they were attempting to compete with imports and build small, fuel-efficient cars and might be worth saving. For the three years leading up to the introduction of Chrysler's K-cars, the Omni/Horizon was Chrysler's best-selling model line.
Everything came to a head in 1979 when Chrysler's new chairman, Lee Iacocca
Lido Anthony "Lee" Iacocca ( ; October 15, 1924 – July 2, 2019) was an American automobile executive best known for the development of the Ford Mustang, Continental Mark III, and Ford Pinto cars while at the Ford Motor Company in the 1960s, an ...
, requested and received federal loan guarantees from the United States Congress
The United States Congress is the legislature of the federal government of the United States. It is bicameral, composed of a lower body, the House of Representatives, and an upper body, the Senate. It meets in the U.S. Capitol in Washing ...
in an effort to save the company from having to file bankruptcy. With a Federal Loan in hand, Chrysler quickly set to work on new models that would leave the past behind, while reorganizing to pay the government loan which stood at 29%.
The Dodge Mirada was a mid-size
Mid-size—also known as intermediate—is a vehicle size class which originated in the United States and is used for cars larger than compact cars and smaller than full-size cars. "Large family car" is a UK term and a part of the D-segment in t ...
d, rear-wheel drive
Rear-wheel drive (RWD) is a form of engine and transmission layout used in motor vehicles, in which the engine drives the rear wheels only. Until the late 20th century, rear-wheel drive was the most common configuration for cars.
Most rear-wheel ...
coupe
A coupe or coupé (, ) is a passenger car with a sloping or truncated rear roofline and two doors.
The term ''coupé'' was first applied to horse-drawn carriages for two passengers without rear-facing seats. It comes from the French past parti ...
manufactured and marketed by Dodge for model years 1980 to 1983 sharing the Chrysler J platform
The J platform was a designation used for two automobile platforms from Chrysler Corporation in the 1980s.
The first was a rear-wheel drive platform, in production from 1980. It was very similar to the 4-door Chrysler F platform and Chrysler M pl ...
along with its badge engineered
In the automotive industry, rebadging is a form of market segmentation used by automobile manufacturers around the world. To allow for product differentiation without designing or engineering a new model or brand (at high cost or risk), a manu ...
variants, the second generation Chrysler Cordoba
The Chrysler Cordoba is a full-sized luxury car based on the Chrysler Newport that was marketed during the 1970 model year only and two generations as an intermediate-sized two-door personal luxury model manufactured by Chrysler in North Americ ...
and the Imperial
Imperial is that which relates to an empire, emperor, or imperialism.
Imperial or The Imperial may also refer to:
Places
United States
* Imperial, California
* Imperial, Missouri
* Imperial, Nebraska
* Imperial, Pennsylvania
* Imperial, Texa ...
. Production of the Mirada reached just under 53,000 units, staying relatively unchanged during its 4-year run, with the exception of paint colors and engines. The Mirada was marketed as a sporty personal luxury car
Personal luxury car is a North American car classification describing somewhat sporty, sophisticated mass-market coupés that emphasized comfort over performance. The North American manufacturers most often combined engineering, design, and ma ...
with limited advertising and marketing during a period when Chrysler was in deep financial difficulty.
1981–1990
The first fruit of Chrysler's crash development program was the " K-Car", the Dodge version of which was the Dodge Aries
The Plymouth Reliant and Dodge Aries are mid size cars introduced for model year 1981 as the first " K-cars" manufactured and marketed by the Chrysler Corporation. The Reliant and Aries were the smallest cars to have the traditional 6 passeng ...
. This basic and durable front-wheel drive
Front-wheel drive (FWD) is a form of engine and transmission layout used in motor vehicles, where the engine drives the front wheels only. Most modern front-wheel drive vehicles feature a transverse engine, rather than the conventional longit ...
platform spawned a whole range of new models at Dodge during the 1980s, including the groundbreaking Dodge Caravan
The Dodge Caravan (and the long-wheelbase Dodge Grand Caravan) is a series of minivans that was manufactured by Chrysler from the 1984 to 2020 model years. The Dodge version of the Chrysler minivans, the Caravan was marketed as both a passenger v ...
. Lee Iacocca
Lido Anthony "Lee" Iacocca ( ; October 15, 1924 – July 2, 2019) was an American automobile executive best known for the development of the Ford Mustang, Continental Mark III, and Ford Pinto cars while at the Ford Motor Company in the 1960s, an ...
and Hal Sperlich had conceived their idea for this type of vehicle during their earlier tenure at Ford Motor Company. Henry Ford II
Henry Ford II (September 4, 1917 – September 29, 1987), sometimes known as "Hank the Deuce", was an American businessman in the automotive industry. He was the oldest son of Edsel Ford I and oldest grandson of Henry Ford I. He was president ...
rejected the idea (and a prototype) of a minivan in 1974. Iaccoca followed Sperlich to Chrysler, and together they created what was internally designated the T-115 minivan – a prototype that was to become the Caravan and Voyager, known in initial marketing as the Magic-wagons. Chrysler introduced the Dodge Caravan and the Plymouth Voyager in November 1983 for the 1984 model year, using the Chrysler S platform
The first-generation Chrysler minivans are a series of minivans produced and marketed by the Chrysler Corporation from the 1984 to the 1990 model years. Introduced as the first minivans from an American-brand manufacturer and popularizing the mini ...
, an extended derivative of the Chrysler K platform
The K-car platform was a key automotive design platform introduced by Chrysler Corporation for the 1981 model year, featuring a transverse engine, front-wheel drive, independent front and semi-independent rear suspension configuration—a stark d ...
. The Caravan not only helped save Chrysler as a serious high-volume American automaker, but also spawned an entirely new market segment that supplanted the role of the station wagon: the minivan
Minivan (sometimes called simply as van) is a North American car classification for vehicles designed to transport passengers in the rear seating row(s), with reconfigurable seats in two or three rows. The equivalent classification in Europe i ...
.
By 1981, Chrysler was switching to smaller front-wheel drive
Front-wheel drive (FWD) is a form of engine and transmission layout used in motor vehicles, where the engine drives the front wheels only. Most modern front-wheel drive vehicles feature a transverse engine, rather than the conventional longit ...
designs. However, its older and larger rear-wheel drive Dodge Diplomat (as well as the Chrysler LeBaron and Fifth Avenue) continued to sell. Diplomats built from mid-1988 until the end of production were among the first Chrysler-built products to have a driver's side airbag
An airbag is a vehicle occupant-restraint system using a bag designed to inflate extremely quickly, then quickly deflate during a collision. It consists of the airbag cushion, a flexible fabric bag, an inflation module, and an impact sensor. Th ...
as standard equipment, some two model years before the remainder of Chrysler's lineup (they were also among the only cars at the time to offer a tilt steering column with an airbag). As the 1980s progressed, fewer private customers purchased the Diplomat, and the M-body was eventually dropped during the 1989 model year. Although sales were strong, Chrysler CEO Lee Iaccoca
Lido Anthony "Lee" Iacocca ( ; October 15, 1924 – July 2, 2019) was an American automobile executive best known for the development of the Ford Mustang, Continental Mark III, and Ford Pinto cars while at the Ford Motor Company in the 1960s, an ...
held a low opinion of the M-body line as a relic of the pre-K car era and declined to invest any money in them.
Dodge would not market another truly full-size car (at least based upon United States Environmental Protection Agency
The Environmental Protection Agency (EPA) is an independent executive agency of the United States federal government tasked with environmental protection matters. President Richard Nixon proposed the establishment of EPA on July 9, 1970; it be ...
(EPA) passenger volume statistics) until the Monaco
Monaco (; ), officially the Principality of Monaco (french: Principauté de Monaco; Ligurian: ; oc, Principat de Mónegue), is a sovereign city-state and microstate on the French Riviera a few kilometres west of the Italian region of Lig ...
debuted as a 1990 model.
The Daytona originally used the 2.2 L Chrysler K engine
The 2.2 and 2.5 are a family of inline-4 engines developed by Chrysler Corporation originally for the Chrysler K- and L-platforms cars and subsequently used in many other Chrysler vehicles. After its launch in 1981, it became the basis for all C ...
in normally aspirated
Normality is a behavior that can be normal for an individual (intrapersonal normality) when it is consistent with the most common behavior for that person. Normal is also used to describe individual behavior that conforms to the most common beha ...
(93 hp) or turbocharged
In an internal combustion engine, a turbocharger (often called a turbo) is a forced induction device that is powered by the flow of exhaust gases. It uses this energy to compress the intake gas, forcing more air into the engine in order to pro ...
(142 hp) form. The 100 hp 2.5 L K engine was added for 1986. In 1985, the 2.2 L Turbo I engine's horsepower was increased to . The 1984 Daytona was available in three trim lines: standard, Turbo and Turbo Z. Total production was 49,347. The Daytona Turbo was on ''Car and Driver
''Car and Driver'' (''CD'' or ''C/D'') is an American automotive enthusiast magazine. In 2006 its total circulation was 1.23 million. It is owned by Hearst Magazines, who purchased prior owner Hachette Filipacchi Media U.S. in 2011. It was fou ...
'' magazine's 10Best
1 (one, unit, unity) is a number representing a single or the only entity. 1 is also a numerical digit and represents a single unit of counting or measurement. For example, a line segment of ''unit length'' is a line segment of length 1. I ...
list for 1984. Both the Daytona and Chrysler Laser were available with the Chrysler electronic voice alert Electronic voice alert (EVA) was an option available on many Chrysler K-car-based vehicles in the mid-1980s.
Chrysler and Dodge used technology of the Texas Instruments LPC Speech Chips, that were also used in the Speak & Spell toy. The EVA would ...
system through 1987. A performance-oriented " Shelby" version of the Daytona was introduced in 1987. For 1987, the Daytona was restyled externally and featured pop-up headlights. New in 1987 was a ''Shelby Z'' trim level with an available Chrysler developed Turbo II ( – ) intercooled version of the 2.2 L Chrysler K engine
The 2.2 and 2.5 are a family of inline-4 engines developed by Chrysler Corporation originally for the Chrysler K- and L-platforms cars and subsequently used in many other Chrysler vehicles. After its launch in 1981, it became the basis for all C ...
, as well as a heavy-duty A555 transaxle with Getrag
Getrag (), stylized as GETRAG, was a major supplier of transmission systems for passenger cars and commercial vehicles. The company was founded on 1 May 1935, in Ludwigsburg, Germany, by Hermann Hagenmeyer; as the ''Getriebe und Zahnradfabrik ...
gears. The Shelby Z also featured numerous suspension upgrades, including a larger diameter front sway bar and disc brakes on all four wheels. This version was sold in Europe under the name ''Chrysler GS Turbo II''. A more luxury-oriented ''Pacifica'' trim line was also added to replace the Chrysler Laser, which was dropped in mid-year 1986. Among the optional equipment included a leather interior, eight-way power enthusiast driver's seat (with mechanical thigh and lumbar controls), digital instrument cluster, and a 12-button trip computer (with instant fuel ratings as well as trip averages and estimated travel times).
The Dodge Dynasty is related to the Chrysler New Yorker
The Chrysler New Yorker is an automobile model that was produced by Chrysler from 1940 until 1996, serving for several decades as the brand's flagship model, or as a junior sedan to the Chrysler Imperial luxury brand. A trim level named the "Ne ...
as both car lines were built on the Chrysler C platform
Chrysler's C platform was the basis for rear wheel drive full-size cars from 1965 to 1978. Although often misclassified, 1964 and earlier full-size Chrysler products, and 1966 and earlier Imperials are not C-bodies.
Wheelbases:
* 119 in
** 1 ...
in Belvidere, Illinois
Belvidere is a city in Boone County, settled on the Kishwaukee River in far northern Illinois, United States. Known as the 'City of Murals', Belvidere is home to several public art installations throughout the North and South State Street histo ...
. Dynasty trim levels included base and LE. Additionally, a "Brougham" package was offered on 1992–93 LE models that added a padded "landau" vinyl roof
Vinyl roof refers to a vinyl covering for an automobile's top.
This covering was originally designed to give the appearance of a convertible to models with a fixed roof and eventually evolved into a styling statement in its own right. Vin ...
. When the new front-wheel-drive Chrysler Corporation C-body cars (Dynasty and New Yorker) debuted for the 1988 model year, they were the first mass-produced cars in the world to have a fully multiplexed, fiber-optic wiring buss connecting all electronic accessories and controllers. The new electronically controlled four-speed automatic transmission
An automatic transmission (sometimes abbreviated to auto or AT) is a multi-speed transmission used in internal combustion engine-based motor vehicles that does not require any input from the driver to change forward gears under normal driving c ...
, known as the Ultradrive or A604 (List of Chrysler transmissions
Chrysler produces a number of automobile transmissions in-house.
Semi-automatic
* 1941–1942 M4 Vacamatic — 4-speed (2-range manual control with automatic 2-speed shift vacuum operated) with clutch and fluid coupling (Fluid Drive); al ...
), debuted in 1989, and became the sole transmission for V6 models through the 1993 final production year of the DynasŴyĮ The vast majority of Dynastys sold to private customers had V6 engines; four-cylinder models mostly went to the fleet market.
Through the late 1980s and 1990s, Dodge's designation as the sporty-car division was backed by a succession of high-performance and/or aggressively styled models including the:
*Daytona Daytona refers to the city of Daytona Beach, Florida, or things named after it.
Daytona may also refer to:
Locations
* Daytona Beach Shores, Florida
* South Daytona, Florida
* The Daytona Beach metropolitan area
* Halifax area, also known as Da ...
*600
__NOTOC__
600 (Roman numerals, DC) was a leap year starting on Friday (link will display the full calendar) of the Julian calendar. The denomination 600 for this year has been used since the early medieval period, when the Anno Domini calendar ...
*Performance variants of the Lancer
A lancer was a type of cavalryman who fought with a lance. Lances were used for mounted warfare in Assyria as early as and subsequently by Persia, India, Egypt, China, Greece, and Rome. The weapon was widely used throughout Eurasia during the M ...
*Viper
The Viperidae (vipers) are a family of snakes found in most parts of the world, except for Antarctica, Australia, Hawaii, Madagascar, and various other isolated islands. They are venomous and have long (relative to non-vipers), hinged fangs tha ...
1990s
The Omni and the Horizon ended production in 1990, and were replaced by the Dodge Shadow
The Dodge Shadow and Plymouth Sundance are economical 3-door and 5-door hatchbacks that were introduced for the 1987 model year by the Chrysler Corporation. For 1991, a 2-door convertible variant was added to the Shadow lineup; this bodystyle was ...
/Plymouth Sundance
The Dodge Shadow and Plymouth Sundance are economical 3-door and 5-door hatchbacks that were introduced for the 1987 model year by the Chrysler Corporation. For 1991, a 2-door convertible variant was added to the Shadow lineup; this bodystyle was ...
, which were both introduced for 1987. Both the Monaco and Premier were discontinued during the 1992 model year. However, its state of the art manufacturing plant and the key executive from American Motors behind the Premier/Monaco design, Francois Castaing, would lead to the successful and highly rated "cab-forward
The term cab forward refers to various rail and road vehicle designs that place the driver's compartment substantially farther towards the front than is common practice.
Rail locomotives
In steam locomotive design, a cab forward design will ...
" LH Dodge Intrepid
The Dodge Intrepid is a full sized front-wheel drive four-door sedan that was produced by Dodge for model years 1993 to 2004. It is related to the Chrysler 300M, Chrysler Concorde, Chrysler LHS, Chrysler New Yorker, and Eagle Vision which we ...
, Chrysler Concorde
The Chrysler Concorde is a full-size, front wheel drive four-door sedan that was produced by Chrysler from 1992 to 2004. It assumed the C-body Chrysler New Yorker Salon's position as the entry-level full-size sedan in the Chrysler brand lin ...
, and Eagle Vision
The Eagle Vision is a full-sized, front-wheel drive four-door sports sedan produced from 1992 until 1997. It was marketed by Eagle, replacing the AMC/Renault-designed Eagle Premier (from which the Vision was derived). The Eagle Vision was bad ...
versions in late 1992 when production resumed at Brampton Assembly
Brampton Assembly Plant is a Stellantis Canada automobile factory located at 2000 Williams Parkway East Brampton, Ontario, Canada. Originally built by American Motors Corporation (AMC) for US$260 million, in the former Bramalea area of Br ...
.
The Dodge Spirit
The Dodge Spirit is a mid-size 5- or 6-passenger sedan that was introduced in January 1989 as a replacement for the similarly sized Dodge 600. The Spirit was Dodge's version of the Chrysler AA platform, a stretched variation of the Chrysler K ...
sedan is comparable to its contemporaneous Ford Tempo
The Ford Tempo and its Mercury counterpart the Topaz, are compact cars produced by the Ford Motor Company for model years 1984 to 1994. They were the downsized successors to the Ford Fairmont and Mercury Zephyr respectively. The Tempo and Topaz ...
, and was also compared with the Ford Taurus
The Ford Taurus is an automobile that was manufactured by the Ford Motor Company in the United States from the 1986 to 2019 model years. Introduced in late 1985 for the 1986 model year, six generations were produced over 34 years; a brief hiat ...
, Honda Accord
The , also known as the in Japan and China for certain generations, is a series of cars manufactured by Honda since 1976, best known for its four-door sedan variant, which has been one of the best-selling cars in the United States since 1989. ...
, and Toyota Camry
The Toyota Camry (; Japanese: トヨタ・カムリ ''Toyota Kamuri'') is an automobile sold internationally by the Japanese auto manufacturer Toyota since 1982, spanning multiple generations. Originally compact in size (narrow-body), the Camry ...
by Consumer Reports. The Spirit sold well and had higher consumer acceptance than the Stratus
Stratus may refer to:
Weather
*Stratus cloud, a cloud type
**Nimbostratus cloud, a cloud type
**Stratocumulus cloud, a cloud type
**Altostratus cloud, a cloud type
**Altostratus undulatus cloud, a cloud type
**Cirrostratus cloud, a cloud type
Mus ...
that replaced it. Dodge-branded Mitsubishi vehicles were phased out by 1993 except for the Dodge Stealth running through 1996, though Mitsubishi-made engines and electrical components were still widely used in American domestic Chrysler products.
In 1992, Dodge moved their performance orientation forward substantially with the Viper
The Viperidae (vipers) are a family of snakes found in most parts of the world, except for Antarctica, Australia, Hawaii, Madagascar, and various other isolated islands. They are venomous and have long (relative to non-vipers), hinged fangs tha ...
, which featured an aluminum V10 engine and composite sports roadster body. This was the first step in what was marketed as "The New Dodge", which was an aggressive advertising campaign with a litany of new models, with television ads narrated by Edward Herrmann
Edward Kirk Herrmann (July 21, 1943 – December 31, 2014) was an American actor, director, and writer. He was perhaps best known for his portrayals of Franklin D. Roosevelt in both the miniseries '' Eleanor and Franklin'' (1976) and 1982 film ...
that pointed out the innovations in the vehicles and challenged their competitors. Also, he would go on to serve as the brand's spokesperson for the rest of the decade.
Later that year was the introduction of the new Intrepid sedan, substantially different from its boxy Dynasty
A dynasty is a sequence of rulers from the same family,''Oxford English Dictionary'', "dynasty, ''n''." Oxford University Press (Oxford), 1897. usually in the context of a monarchical system, but sometimes also appearing in republics. A ...
predecessor. The Intrepid used what Chrysler called "cab forward
The term cab forward refers to various rail and road vehicle designs that place the driver's compartment substantially farther towards the front than is common practice.
Rail locomotives
In steam locomotive design, a cab forward design will ...
" styling, with the wheels pushed out to the corners of the chassis for maximum passenger space. The Intrepid was available in two trim levels: base and the sportier, better-equipped ES, which added four-wheel disc brakes, 16-inch wheels with better tires, and stiffer "touring" suspension damping. All Intrepids received driver and front passenger airbags, a rarity at the time, as well as air conditioning and the four-speed automatic transmission. Anti-lock brakes were optional, as was traction control and the more powerful 3.5 L SOHC engine rated at (214 hp).
In 1994, the new second-generation Dodge Ram
The Ram pickup (marketed as the Dodge Ram until 2010) is a full-size pickup truck manufactured by Stellantis North America (formerly Chrysler Group LLC and FCA US LLC) and marketed from 2010 onwards under the Ram Trucks brand. The current fi ...
pickup was introduced with bold styling that departed radically from the boxy designs of trucks made by the Big Three for two decades prior. The second-generation Ram began development in 1986. The original concept, dubbed the "Louisville Slugger" by Chrysler's Advanced Packaging Studio, was to be a modular platform that would accommodate a full-size truck and full-size van, which would have provided a roomy cab and cargo bed. The design featured a big-rig-looking front end and a large grille that was deemed risky at its introduction, but ultimately proved popular with consumers. The redesigned 1994 Ram was a sales success and was named "Truck of the Year
The ''Motor Trend'' Car of the Year (COTY) is an annual ''Car of the Year'' award given by ''Motor Trend'' magazine to recognize the best new or significantly refreshed car in a given model year.
Background
''Motor Trend'', which debuted in 1 ...
" by ''Motor Trend
''MotorTrend'' is an American automobile magazine. It first appeared in September 1949, and designated the first Car of the Year, also in 1949.
Petersen Publishing Company in Los Angeles, California, Los Angeles published ''MotorTrend'' until 19 ...
'' in 1994. Sales increased from 95,542 units in 1993 to 232,092 in 1994, 410,000 in 1995, and 411,000 by 1996. That year, it was prominently featured as the hero vehicle in the film ''Twister
Twister may refer to:
Weather
* Tornado
Aviation
* Pipistrel Twister, a Slovenian ultralight trike
* Silence Twister, a German homebuilt aircraft design
* Wings of Change Twister, an Austrian paraglider design
Entertainment
* ''Twister'' (198 ...
''. Sales of this generation peaked at just over 400,000 in 1999 before declining against the redesigned Ford
Ford commonly refers to:
* Ford Motor Company, an automobile manufacturer founded by Henry Ford
* Ford (crossing), a shallow crossing on a river
Ford may also refer to:
Ford Motor Company
* Henry Ford, founder of the Ford Motor Company
* Ford F ...
and GM trucks.
They followed up on this idea in a smaller scale with the Neon
Neon is a chemical element with the symbol Ne and atomic number 10. It is a noble gas. Neon is a colorless, odorless, inert monatomic gas under standard conditions, with about two-thirds the density of air. It was discovered (along with krypton ...
and Stratus
Stratus may refer to:
Weather
*Stratus cloud, a cloud type
**Nimbostratus cloud, a cloud type
**Stratocumulus cloud, a cloud type
**Altostratus cloud, a cloud type
**Altostratus undulatus cloud, a cloud type
**Cirrostratus cloud, a cloud type
Mus ...
. The Dodge Stratus was the middle entry of the Chrysler JA platform
The JA platform was Chrysler's smaller complement to the LH cars which were larger than the Ks, and a direct size replacement for the last extended K cars, the Acclaim and Spirit. It was a mid-size front-wheel drive automobile platform that was t ...
(with the Cirrus being the higher-end model and the Breeze being the lower-end model). The three cars differed only in the front fascia, rear bumper, taillights, and wheels. The interiors also had little variation between the three models; being almost identical, save for the name on the steering wheel, and a few available options. The Stratus directly replaced the high-volume Spirit
Spirit or spirits may refer to:
Liquor and other volatile liquids
* Spirits, a.k.a. liquor, distilled alcoholic drinks
* Spirit or tincture, an extract of plant or animal material dissolved in ethanol
* Volatile (especially flammable) liquids, ...
(United States
The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territorie ...
only). The Stratus, Plymouth Breeze
The Chrysler Cirrus is a mid-sized 4-door notchback sedan introduced by Chrysler motors for the 1995 model year. Built on the Chrysler JA platform, the 4-door notchback sedan joined Chrysler's roster of "Cloud Car" models drawing their names ...
, and Chrysler Cirrus
The Chrysler Cirrus is a mid-sized 4-door notchback sedan introduced by Chrysler motors for the 1995 model year. Built on the Chrysler JA platform, the 4-door notchback sedan joined Chrysler's roster of "Cloud Car" models drawing their names ...
were all on ''Car and Driver
''Car and Driver'' (''CD'' or ''C/D'') is an American automotive enthusiast magazine. In 2006 its total circulation was 1.23 million. It is owned by Hearst Magazines, who purchased prior owner Hachette Filipacchi Media U.S. in 2011. It was fou ...
'' magazine's Ten Best list for 1996 and 1997. It received critical acclaim at launch, but ratings fell over time.
The car was badged and sold as both a Dodge and a Plymouth in the United States
The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territorie ...
and Canada
Canada is a country in North America. Its ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, covering over , making it the world's second-largest country by tot ...
; in Mexico
Mexico (Spanish: México), officially the United Mexican States, is a country in the southern portion of North America. It is bordered to the north by the United States; to the south and west by the Pacific Ocean; to the southeast by Guatema ...
was sold as Dodge and Chrysler, and in Europe, Australia and other export markets it was sold as the Chrysler Neon. At the Neon's release, then president of Chrysler Corporation
Stellantis North America (officially FCA US and formerly Chrysler ()) is one of the " Big Three" automobile manufacturers in the United States, headquartered in Auburn Hills, Michigan. It is the American subsidiary of the multinational automoti ...
Bob Lutz said, "There's an old saying in Detroit
Detroit ( , ; , ) is the largest city in the U.S. state of Michigan. It is also the largest U.S. city on the United States–Canada border, and the seat of government of Wayne County. The City of Detroit had a population of 639,111 at th ...
: 'Good, fast, or cheap. Pick any two.' We refuse to accept that." The Japanese press touted the Neon as the "Japanese car killer", due to a spiralling Yen and the lower production cost of the Neon. The Neon received praise for its appearance, price, and power when compared to competing cars such as the Honda Civic
The is a series of automobiles manufactured by Honda since 1972. Since 2000, the Civic has been categorized as a compact car, while previously it occupied the subcompact class. , the Civic is positioned between the Honda Fit/City and Honda Acc ...
DX at , the Civic EX at , the Nissan Sentra
The Nissan Sentra is a series of automobiles manufactured by the Japanese automaker Nissan since 1982. Since 1999, the Sentra has been categorized as a compact car, while previously it occupied the subcompact class. Until 2006, Sentra was a reba ...
at , the Ford Escort ZX2 at , the Toyota Corolla at , the Saturn S-Series at for SOHC variants and for DOHC variants, and the Chevrolet Cavalier Base and LS models at , among others.
The Dodge Durango is a mid-size
Mid-size—also known as intermediate—is a vehicle size class which originated in the United States and is used for cars larger than compact cars and smaller than full-size cars. "Large family car" is a UK term and a part of the D-segment in t ...
sport utility vehicle (SUV) produced by Dodge. The first two generations were very similar in that both were based on the Dodge Dakota, both featured a body-on-frame construction and both were produced at the Newark Assembly Plant in Newark, Delaware, Newark, Delaware. The Durango was marketed as a sturdy truck-based SUV designed to hold up to seven passengers and tow up to when properly equipped. The Durango shared a front end, instrument panel, and front seats with the Dakota pickup on which it was based. Original designs of the eight-passenger Durango featured a rear-facing third-row similar to many older station wagons. To make room for a more practical forward-facing third row, Dodge shortened the length of the front doors and raised the roof two inches (5 cm) beyond the front seats, allowing for stadium seating. The Durango's roof rack was designed to mask the appearance of the raised roof.
The modern era: 1998–present
DaimlerChrysler and private ownership
In a move that never lived up to the expectations of its driving forces, Chrysler Corporation merged with Daimler-Benz AG in 1998 to form DaimlerChrysler. Rationalizing Chrysler's broad lineup was a priority, Dodge's sister brand Plymouth was withdrawn from the market. With this move, Dodge became DaimlerChrysler's low-price division as well as its performance division.
The Intrepid, Stratus, and Neon updates of the 1998 to 2000 timeframe were largely complete before Daimler's presence, and Dodge's first experience of any platform sharing with the German side of the company was the 2005 Dodge Magnum, Magnum station wagon, introduced as a replacement for the Intrepid. Featuring Chrysler's first mainstream rear-wheel drive
Rear-wheel drive (RWD) is a form of engine and transmission layout used in motor vehicles, in which the engine drives the rear wheels only. Until the late 20th century, rear-wheel drive was the most common configuration for cars.
Most rear-wheel ...
platform since the 1980s and a revival of the Hemi V8 engine. The Dodge Charger (LX), Charger was launched in 2006 on the same platform.
In 2000, the Stratus became the last of the surviving Cloud Cars, with the Cirrus renamed as the Sebring, and the Breeze discontinued (along with the Plymouth brand).
This generation of the Dodge Stratus was not sold in Canada
Canada is a country in North America. Its ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, covering over , making it the world's second-largest country by tot ...
, although 1999 was the last year for Dodge Stratus sales in Canada. 2002 models dropped the "DODGE" badges from the doors. During this time, sales declined as its ratings from consumer and auto magazines fell below average among mid-size cars, while the sedan market had shifted and pushed the larger Intrepid and later Dodge Charger (LX), Charger to record sales. 2004 brought styling revisions, which did not reverse this trend. The Stratus was discontinued in May 2006 (the Sebring name was continued).
The Dodge Avenger name returned in February 2007 as a 2008 model year sedan to replace the Dodge Stratus
The Dodge Stratus is a mid-size car that was introduced by Dodge in December 1994 and was based on the 4-door sedan Chrysler JA platform. The Stratus, Plymouth Breeze, and Chrysler Cirrus were all on ''Car and Driver'' magazine's Ten Best list ...
, whose coupe version had replaced the original Avenger in 2001. According to some reports, the Avenger, along with the redesigned Chrysler Sebring, shares a DaimlerChrysler/Mitsubishi Motors
is a Japanese multinational automobile manufacturer headquartered in Minato, Tokyo, Japan.[Mitsubishi
The is a group of autonomous Japanese multinational companies in a variety of industries.
Founded by Yatarō Iwasaki in 1870, the Mitsubishi Group historically descended from the Mitsubishi zaibatsu, a unified company which existed from 1870 ...](_blank)
, and Hyundai Motor Company, Hyundai. Additional engines included an optional 2.7 L V6 in the SXT and a standard 3.5 L V6 in the R/T trim level. In addition to the 2.4 L "World Engine" and the V6s, export vehicles were offered with the 2.0 L naturally aspirated "World Engine", as well as a 2.0 L turbocharged diesel (Unit injector, Pumpe-Düse) made by Volkswagen. As a 2008 model, the Dodge Avenger came to showrooms in February 2007.
Further cost savings were explored in the form of an extensive platform-sharing arrangement with Mitsubishi, which spawned the Dodge Caliber, Caliber subcompact as a replacement for the Neon, and the Dodge Avenger, Avenger sedan. The rear-drive chassis was then used in early 2008 to build a new Challenger
Challenger, Challengers, or The Challengers may refer to:
Entertainment
Comics and manga
* Challenger (character), comic book character
* ''Challengers'' (manga), manga by Hinako Takanaga
Film and TV
* ''The Challengers'' (TV series), a 1979 ...
, with styling reminiscent of the original 1970 Challenger. Like its predecessor, the new Challenger coupe was available with a V8 engine (base models featured a V6). In Spring 2007, Daimler AG, DaimlerChrysler reached an agreement with Cerberus Capital Management
Cerberus Capital Management, L.P. is an American private equity firm,Leaders Magazine"Providing Economic Opportunity: An Interview with The Honorable Dan Quayle, Chairman, Cerberus Global Investments, LLC". specializing in distressed investing. ...
to sell its Chrysler Group subsidiary, of which the Dodge division was a part. Soon after, the housing bubble began to collapse the American market, and on May 1, 2009, Chrysler and GM filed for bankruptcy on the same day.
Fiat ownership
On June 10, 2009, Italian automaker Fiat
Fiat Automobiles S.p.A. (, , ; originally FIAT, it, Fabbrica Italiana Automobili di Torino, lit=Italian Automobiles Factory of Turin) is an Italian automobile manufacturer, formerly part of Fiat Chrysler Automobiles, and since 2021 a subsidiary ...
formed a partnership with Chrysler under Sergio Marchionne, with the UAW, and the US Government to form Chrysler Group LLC, of which Dodge remained fully integrated. For its part, the US Government provided more than $6 billion in loans at 21%, called a "bridge loan" or "bailout". The newly formed company went on to fully repay that loan, remortgaging to reduce the interest rate several times down to 6%. They fully paid back the loan with interest to the U.S. Government on May 24, 2011, a full five years early. The UAW, being partners throughout the process, were paid well and above $3.9 billion in 2013 as Sergio's plan for full consolidation has continued on schedule. This has allowed Chrysler LLC to fully merge with Fiat to form FCA, Fiat Chrysler Automobiles
Fiat Chrysler Automobiles N.V. (FCA) was an Italian-American multinational corporation primarily known as a manufacturer of automobiles, commercial vehicles, auto parts and production systems. The Italian holding company Exor was the largest ...
, in 2014. The combined company will be based in London.
In 2013, Dodge reintroduced a compact car based on an Alfa Romeo design called the Dart. It was the first new Dodge model produced under FCA.
On May 6, 2014, FCA announced a major restructuring, in which Dodge would focus solely on performance vehicles and will be positioned between Chrysler
Stellantis North America (officially FCA US and formerly Chrysler ()) is one of the " Big Three" automobile manufacturers in the United States, headquartered in Auburn Hills, Michigan. It is the American subsidiary of the multinational automoti ...
(which is moving downmarket into mainstream vehicles) and a relaunched Alfa Romeo (making its return to North America after a 20-year absence) in the FCA lineup. This is a set up similar to PSA Peugeot Citroën, which positions Peugeot as its mainstream brand while Citroën is more performance-based, as well as Hyundai Motor Group having its two mainstream brands, Kia Motors and Hyundai Motor Company focusing on performance and mid-luxury, respectively. (Among the American press, it has drawn comparisons to the decades-long set up of Chevrolet and Pontiac (automobile), Pontiac at General Motors before the phase-out of Pontiac in 2010.) As part of the restructuring, Dodge will discontinue the Dodge Caravan, Dodge Grand Caravan (after 32 years) and Dodge Avenger without replacements, while launching a sporty Subcompact car, subcompact below the Dart in 2018. Additionally, while the Ram Trucks division will remain separate (although the Dodge Durango will remain in production as a Dodge), the SRT division was merged back into Dodge.
On July 8, 2020, FCA announced that Dodge will shift its focus to a performance marquee offering three core brands, Charger, Challenger, and Durango, starting with the 2021 model year. Both the Journey and Grand Caravan were discontinued with the 2020 model year models.
Dodge trucks
Over the decades, Dodge has become well known for its passenger car output, along with its many truck models, but after almost a century of manufacturing these vehicles, a decision was made to spin off Dodge's trucks into a separate Ram (brand), Ram brand, based on the popularity of their top-selling truck, the Dodge Ram
The Ram pickup (marketed as the Dodge Ram until 2010) is a full-size pickup truck manufactured by Stellantis North America (formerly Chrysler Group LLC and FCA US LLC) and marketed from 2010 onwards under the Ram Trucks brand. The current fi ...
. Although the Ram trucks are marketed separately from Dodge cars, Ram President Fred Diaz has said:
Ram trucks will always and forever be Dodges. Ram will always have the Dodge emblem inside and outside and they will be '''vinned''' (from the acronym VIN, or Vehicle Identification Number) as a Dodge. We need to continue to market as Ram so Dodge can have a different brand identity: hip, cool, young, energetic. That will not fit the campaign for truck buyers. The two should have distinct themes.
Pickups and medium to heavy trucks
Ever since Dodge began building their own cars in 1914, the company also offered light truck models. Initially, these were largely based on the existing passenger cars, but eventually gained their own chassis and body designs as the market matured. During the 1930s and 1940s, light- and medium-duty models were offered at first, then a heavy-duty range was added. The very large, new Warren Truck Assembly plant was built in Michigan, just north of Detroit, and opened in 1938, producing Dodge trucks ever since.
In 1936, Dodge's light, car-based trucks were crucially redesigned—not only receiving a new "Fore-Point" (similar to Cab Forward) design of the front side and cab—but especially, the old car frames were dropped and for the first time replaced by modern, truck-style chassis, with side rails ''welded'' to the cross members. These welded frames were from here on introduced on half-ton to one-ton rated trucks, expanding Dodge into a heavier truck market segment than before.
In 1939 again, Dodge presented a completely redesigned Dodge T-, V-, W-Series, line of pickups and trucks, with streamlined new, 'art-deco' front sheetmetal styling. Introducing the concept of "Job-Rated", Dodge tried to offer customers the truck that fit every job they were buying it for. From the 1939 'Job-Rated' trucks onwards, Dodge's light and medium trucks were built in its 'Mound Road" plant in Warren, Michigan.
Following World War II and the successful application of four-wheel drive to the truck line, Dodge introduced a civilian version that it called the Power Wagon. At first, based almost exactly on the military-type design, variants of the standard truck line were eventually given 4WD and the same "Power Wagon" name.
Dodge was among the first to introduce car-like features to its trucks, adding the plush Adventurer package during the 1960s and offering sedan-like space in its Club Cab bodies of the 1970s. Declining sales and increased competition during the 1970s eventually forced the company to drop its medium- and heavy-duty models, an arena the company has only recently begun to reenter.
Dodge introduced what they called the "Adult Toys" line to boost its truck sales in the late 1970s, starting off with the limited edition Lil' Red Express pickup (featuring, a 360 c.i. police interceptor engine and visible semi-trailer truck, big rig-style exhaust system, exhaust stacks). Later came the more widely available Dodge Warlock, Warlock. Other "Adult Toys" from Dodge included the "Macho Power Wagon" and "Street Van".
As part of a general decline in the commercial vehicle field during the 1970s, Dodge eliminated their Dodge LCF Series, LCF Series heavy-duty trucks in 1975, along with the Bighorn and medium-duty D-Series trucks, and affiliated S Series school buses were dropped in 1978. On the other hand, Dodge produced several thousand pickups for the United States armed forces, United States Military under the Commercial Utility Cargo Vehicle, CUCV program from the late 1970s into the early 1980s.
Continuing financial problems meant that even Dodge's light-duty models – renamed as the Dodge Ram, Ram Pickup line for 1981 – were carried over with the most minimal of updates until 1993. Two things helped to revitalize Dodge's fortunes during this time. One was the introduction of Cummins' powerful and reliable Cummins B Series engine, B Series turbo-diesel engine as an option for 1989. This innovation raised Dodge's profile among consumers who needed power for towing or large loads. The second was a class-exclusive V8 engine option for the mid-sized Dodge Dakota, Dakota pickup.
Dodge introduced the Ram's all-new "big-rig" styling treatment for 1994. Besides its instantly Attitude polarization, polarizing looks, exposure was also gained by usage of the new truck on the hit TV show ''Walker, Texas Ranger'' starring Chuck Norris. The new Ram also featured a totally new interior with a console box big enough to hold a laptop computer, and ventilation and radio controls that were designed to be easily used even with gloves on. A V10 engine derived from that used in the Viper sports car was also new, and the previously offered Cummins turbodiesel remained available. The smaller Dakota was redesigned for 1997 using the big-rig styling, thus giving Dodge trucks a definitive "face" that set them apart from the competition.
The Ram was redesigned again for 2002, and the Dakota in 2005, and was basically an evolution of the original, but adding the Hemi V8 engine to the list of available options, due to the revival of the legendary Chrysler Hemi V8 engine. New medium-duty chassis-cab models were introduced for 2007 with standard Cummins turbodiesel power as a way of gradually getting Dodge back into the business truck market again.
For a time during the 1980s, Dodge imported a line of small pickups from Mitsubishi, known as the D50, or later the Dodge Ram 50, Ram 50 and were carried on as a stopgap until the Dakota's sales eventually made the imported trucks irrelevant. Reversing the role, Mitsubishi has more recently purchased Dakota pickups from Dodge and restyled them into their own Mitsubishi Raider, Raider line for sale in North America.
Vans
Dodge had offered panel delivery models for many years since its founding, but their first purpose-built van model arrived for 1964 with the compact Dodge A100, A Series. Based on the Dodge Dart platform and using its proven six-cylinder or V8 engines, the A-series was a strong competitor for both its domestic rivals (from Ford and Chevrolet/GMC Truck, GMC) and the diminutive Volkswagen Transporter line.
As the market evolved, Dodge realized that a bigger and stronger van line would be needed in the future. The Dodge B Series, B Series was introduced for 1971 offering both car-like comfort in its Sportsman passenger line or expansive room for gear and materials in its Tradesman cargo line. A chassis cab version was also offered for use with bigger cargo boxes or flatbeds. Like the trucks, Chrysler's dire financial straits of the late 1970s precluded any major updates for the vans for many years. Rebadged as the Dodge Ram Van, Ram Van and Dodge Ram Wagon, Ram Wagon for 1981, this old design carried on for 33 years with little more than cosmetic and safety updates all the way to 2003.
The DaimlerChrysler merger of 1998 made it possible for Dodge to explore new ideas; hence the European-styled Mercedes-Benz Sprinter line of vans was brought over and given a Dodge styling treatment. Redesigned for 2006 as a 2007 model, the economical diesel-powered Sprinters have become very popular for city usage among delivery companies like FedEx and United Parcel Service, UPS in recent years. Because of their fuel efficiency major motorhome manufacturer Thor Motor Coach made several Class C and Class A Motorhomes available on the Dodge Sprinter Chassis including their popular Four Winds Siesta & Chateau Citation product lines.
Dodge also offered a cargo version of its best-selling Caravan for many years, at first calling it the Mini Ram Van, which was a name originally applied to the short-wheelbase B Series Ram Vans, and later naming it the Caravan C/V, the C/V stood for Cargo Van. For model year 2012, the Caravan C/V was rebranded as a Ram and was renamed the Ram C/V.
The Grand Caravan became Dodge’s last minivan, as it was discontinued after the 2020 model year in order to introduce the Chrysler Voyager for the 2021 model year.
Sport utility vehicles
Dodge's first experiments with anything like a sport utility vehicle appeared in the late 1950s with a windowed version of their standard panel-truck – known as the Dodge Town Wagon, Town Wagon. These were built in the same style through the mid-1960s.
But the division did not enter the SUV arena in earnest until 1974, with the purpose-built Dodge Ramcharger, Ramcharger. Offering the then-popular open body style and Dodge's powerful V8 engines, the Ramcharger was a strong competitor for trucks like the Ford Bronco, Chevrolet K5 Blazer, Chevrolet Blazer and International Harvester Scout II.
Once again, though, Dodge was left with outdated products during the 1980s as the market evolved. The Ramcharger hung on through 1993 with only minor updates. When the Ram truck was redesigned for the 1994 model year, the Ramcharger was discontinued in the American and Canadian markets. A version using the updated styling was made for the Mexican Market but was never imported to the U.S. or Canada.
Instead, Dodge tried something new in 1997. Using the mid-sized Dakota pickup's chassis as a base, they built the four-door Dodge Durango, Durango SUV with seating for eight people and created a new niche. Sized between smaller SUVs (like the Chevrolet S-10 Blazer, Chevrolet Blazer and Ford Explorer) and larger models (like the Chevrolet Tahoe and Ford Expedition), Durango was both a bit more and bit less of everything. The redesigned version for 2004 grew a little bit in every dimension, becoming a full-size SUV (and thus somewhat less efficient), but was still sized between most of its competitors on either side of the aisle. For 2011 a new unibody Durango based on the Jeep Grand Cherokee was released. The 2011 Durango shrank slightly to size comparable to the original model. With the Journey being discontinued in 2020, the Durango became the only SUV offering in the Dodge lineup.
Dodge also imported a version of Mitsubishi's popular Montero (Mitsubishi Pajero, Pajero in Japan) as the Dodge Raider, Raider from 1987 to 1989.
High performance vehicles
From the late 20th century onwards, Dodge's highest performing vehicles fell under the category SRT. These models often came equipped with high-performance V8s under the hood. These models included the Dodge Challenger SRT (2008–current), Dodge Charger
The Dodge Charger is a model of automobile marketed by Dodge in various forms over seven generations since 1966.
The first Charger was a show car in 1964. A 1965 Charger II concept car resembled the 1966 production version.
The Charger has ...
SRT (2006–current), Dodge Magnum SRT (2006–2008) and Dodge Durango SRT (2018-current-). They also produced the Dodge Neon SRT-4 (2003–2005), Dodge Caliber SRT-4 (2008–2009), Dodge Viper
The Dodge Viper is a sports car that was manufactured by Dodge (by SRT for 2013 and 2014), a division of American car manufacturer FCA US LLC from 1992 until 2017, having taken a brief hiatus in 2007 and from 2010 to 2012. Production of the two ...
(1991–2010; 2012–2017), and Dodge Ram SRT-10 (2004–2006). In 2015, Chrysler, FCA introduced the Chrysler Hemi engine#Hellcat, Hellcat, a 707 HP, Supercharger, supercharged 6.2 L Hemispherical combustion chamber, HEMI V8 engine, V8. In 2017, Dodge released the Dodge Challenger SRT Demon. It is powered by an 840 HP Supercharger, supercharged 6.2 L HEMI V8 engine, V8, and comes from the factory with a toolbox known as the "Demon Toolbox" that has everything a buyer will need to drag race, including the skinny front drag tires. However, buyers will only get 840 HP on race fuel. On regular pump gas, it produces 808 HP, a 101 HP increase over the Hellcat.
International markets
Argentina
Dodge came to Argentina in the early 20th century with imported cars and trucks. In 1960, it partnered with Fevre-Basset as a local manufacturer. The first vehicle made in Argentina was the D-100 "Sweptline" pickup. Between 1961 and 1980, a variety of trucks were produced, including the D-400/DP-400, D-500/DP-500, DP600, DD900 and DD1000 (the last two with one curiosity: the air-cooled Deutz AG, Deutz engine rather Perkins or Chrysler). Passenger cars were also produced, namely the Plymouth Valiant, Valiant I and II, and the local versions of the 1966 Dodge Dart (called Valiant III and IV). In 1971, the Dodge 1500, a rebadged Hillman Avenger from the United Kingdom was introduced. In 1982, production of Dodge vehicles ceased when German company Volkswagen bought the Fevre plant and the shares.
In Argentina, the name "Polara" was used to refer to a series of vehicles developed on the basis of the fourth generation North American Dodge Dart#1967–1969, Dodge Dart. These cars were manufactured between 1968 and 1980, by the subsidiary Chrysler-Fevre Argentina S.A.
In 1993, Dodge began marketing cars and pick-ups directly in Argentina. Currently, both the Journey and the Ram are available to Argentine customers.
Asia
Dodge entered the Japanese market in mid-2007 and re-entered the Chinese market in late 2007. Soueast Motors of China assembled the Caravan for the Chinese market. Dodge marketed its vehicles in South Korea in 2004, starting with the Dakota. Dodge vehicles are no longer marketed in China, Japan and South Korea. In the Philippines, Dodge vehicles are distributed by Auto Nation Group Inc. (formerly known as CATS Motors Inc.) since the 2000s. Dodge vehicles are also distributed in some Middle Eastern countries.
Australia
Vehicles were produced in Australia under the Dodge name by Chrysler Australia from the 1950s through to the 1970s.
Dodge re-entered the Australian market in 2006 with the Dodge Caliber, Caliber, their first offering since the AT4/D5N trucks in 1979 and the first Dodge passenger car to be marketed in Australia since the Dodge Phoenix, Phoenix sedan was discontinued in 1973. The second model to be introduced was the Dodge Nitro, Nitro, with the Dodge Avenger, Avenger and Dodge Journey, Journey followed. Dodge chose not to use the full model lines and engines available to them, the 2.7 L V6 being available in the Journey and Avenger instead of the 3.2 L in the North American versions. However, diesel engines were introduced in all their cars.
Following the Global Financial Crisis, Chrysler introduced the facelifted model of the Caliber and discontinued the Avenger imports. From early 2012 on, model year 2010 cars were available. By early 2012 no new cars were being brought into Australia aside from the new facelifted 2012 Journey.
There were rumors that Dodge cars will be re-badged as Fiats in the Australian market as was the case in Europe. The Dodge nameplate continued due to consistent sales of the Journey. However, the brand was discontinued in the Australian market after 2016.
Brazil
In Brazil, Dodge cars were produced between 1969 and 1981 with the models Dart, Charger, Magnum, LeBaron (all powered by the same 318 cid V8 engine), and the compact 1800/Polara, based on the British Hillman Avenger. The manufacturer was acquired by Volkswagen in 1981. In 1998, the Dakota pickup started production in a new plant in Campo Largo, Paraná by Mercedes-Benz, which belongs to its former partner Daimler AG. It was built there until 2001 with petrol and diesel engines and regular, extended and crew cabs. In 2010, Dodge started sales of the imported pickup Ram 2500. The model portfolio is being expanded, starting with the Journey crossover for the 2009 model year. Nowadays the marque has ended the sales of its last products, the Dodge Journey, Journey in 2019, remaining only as to serve the existing customers.
Canada
In Canada, the Dodge lineup of cars started down the road to elimination along with the Plymouth line when in 1988 the Dodge Dynasty was sold in Canada as the Chrysler Dynasty and sold at both Plymouth and Dodge dealers. Similarly, the new Dodge Intrepid
The Dodge Intrepid is a full sized front-wheel drive four-door sedan that was produced by Dodge for model years 1993 to 2004. It is related to the Chrysler 300M, Chrysler Concorde, Chrysler LHS, Chrysler New Yorker, and Eagle Vision which we ...
, the Dynasty's replacement, was sold as the Chrysler Intrepid.
For 2000, the new Neon became the Chrysler Neon. The Chrysler Cirrus and Mitsubishi-built Dodge Avenger were dropped. Dodge trucks, which have been sold at Canadian Plymouth dealers since 1973, continued without change. All Plymouth-Chrysler and Dodge-Chrysler dealers became Chrysler-Dodge-Jeep dealers.
The diluting of the Chrysler name did not go well in Canada, especially as the nameplate had been pushed as a luxury line since the 1930s. For 2003, the revamped Neon appeared in Canada as the Dodge SX 2.0. Since then, all new Dodge models have been sold in Canada under the Dodge name.
Europe
Dodge started assembling lorries (trucks) in the United Kingdom from imported parts in 1922. In 1933 it began to manufacture a British chassis at its works in Kew, using American engines and gearboxes.
;Right-hand drive Dodge trucks
During the Second World War
World War II or the Second World War, often abbreviated as WWII or WW2, was a world war that lasted from 1939 to 1945. It involved the vast majority of the world's countries—including all of the great powers—forming two opposin ...
, Dodge Kew was part of the London Aircraft Production Group, building fuselage sections for Handley Page Halifax bombers. The pre-war and wartime truck range was replaced by the Dodge 100 "Kew" truck (1949–1957), nicknamed the "parrot nose" due to the sculpted lines of its bonnet. Subsequent normal-control Dodges built at Kew were the 200 series (1957–1963) and the 400 series (1963–1965). The 400 series was a version of the American Dodge D series, D series medium-duty models. Also built at Kew were the Cab over, cab-over Dodge 300, 300 series (1957–1965) and its successor the Dodge 500, 500 series/K-series (1964–1978) tilt-cab. In 1964 Chrysler acquired its first stake in the British Rootes Group and it was decided to consolidate all truck production at Rootes' factory in Dunstable. British assembly of the 400 series was discontinued due to declining sales of normal-control trucks, and production of the 500 series was transferred to Dunstable in 1967.
In some export markets, British-built Dodge trucks used the Fargo Trucks, Fargo or DeSoto marques, and the situation was further complicated after the takeover of the Rootes Group whose commercial vehicles were sold under the Commer and Karrier marques. Some Dodge 500s were given Commer badges, whilst the Dodge 100 "Commando", 100 series "Commando" light truck (1970–1989) developed by Rootes was initially marketed under all five marques. In the UK market Commers were usually lighter than Dodges, whereas the Karrier marque tended to be used on vehicles sold to public sector operators such as local authorities. Some of the smaller Commer/Karrier vans were also sold as Fargos in export markets. In 1976 Chrysler Europe rationalized its marques and thereafter all the British-built commercial vehicles were sold as Dodges or (increasingly rarely) Karriers. This included the smaller Commer FC, Commer SpaceVan (1960–1983) and Commer Walk-Thru (1961–1979), which became Dodges for their final years. The van and pick-up versions of Chrysler Europe's French-built Simca 1100 were also branded as Dodges in Britain from 1976, although they remained Simcas elsewhere (and became Talbots in Britain after 1979).
American Chrysler Corporation cars, including some Dodge models, were assembled from Knock-down kit, CKD kits at various locations in Europe until the 1970s, including Kew (1920s-30s), Antwerp (1926–1958), and Rotterdam (1958–1970), but sales volumes were low as even 'compact' American cars like the Dodge Dart were enormous gas-guzzlers by European standards. However, protectionist policies in some countries encouraged small local manufacturers to license-build CKD models, including AMAG Automobil- und Motoren, AMAG in Switzerland (building Chryslers and Dodges 1948–1972) and Barreiros (manufacturer), Barreiros in Spain (building Dodge Darts from 1965 as the Barreiros Dart). By 1969 Chrysler had acquired full control of Barreiros, and Darts were being exported to other European countries under the Dodge name (precipitating closure of the Rotterdam plant). From 1970 the Spanish-built Dart was replaced by the Barreiros/Dodge 3700 which remained in production until 1977. The Dodge cars were a relatively small part of the Madrid factory's output, which was dominated by smaller Simca-designed cars and Barreiros-designed heavy-duty trucks. From 1972 such trucks were sold as the Dodge 300 (though unrelated to the earlier British 300 series), which was available as 4×2, 6×4, 8×2, and 8×4 rigids, as well as 4×2 semi-trailer tractors.
Following Chrysler Europe's collapse in 1977 and the sale of their assets to Peugeot, the van and truck range and the associated factories in Dunstable and Madrid were quickly passed on to Renault Trucks, Renault Véhicules Industriels. Chrysler licensed the Dodge name to be used on Renault trucks sold in certain European markets – most notably the United Kingdom. However, the only subsequent new model to carry the Dodge name was the Dodge 50 series (1979–1992), which replaced the earlier Walk-Thru and was widely used in Britain by utility companies, the military, and as a minibus, but was rarely seen outside the UK. Thereafter all-new models were Renaults, and in 1987 the Dodge name was dropped from the remaining inherited models (50 and Commando), which became Renaults for their last few years of production.
Dodge vehicles would not return to Europe until the introduction of the Neon, badged as a Chrysler, in the mid-1990s.
Chrysler reintroduced the Dodge marque to Europe on a broad scale in 2006, with a lineup consisting of North American-built Caliber, Avenger, Viper SRT-10, Nitro and Dodge Journey cars and SUVs, but this proved to be a short-lived return due to the onset of the Great Recession and the takeover of Chrysler by Fiat. In 2010 the Dodge marque was pulled from the UK due to poor sales and on June 1, 2011 it was dropped from the rest of Europe. All of the Dodge models were discontinued in Europe except the Dodge Journey, which became the Fiat Freemont (and which was not available in the right-hand-drive Ireland or UK markets). The Dodge marque was reintroduced to many European markets in 2019.
Mexico
In Mexico, the Hyundai Accent, Hyundai Atos, and Hyundai Porter, Hyundai H100 were branded as "Dodge", Dodge Attitude, "Verna by Dodge", "Atos by Dodge" and "Dodge H100" respectively, and sold at Chrysler/Dodge dealers in the 2000s and early 2010s. Dodge and Hyundai ended the venture and Dodge began to sell rebadged and reworked Fiats and Mitsubishi
The is a group of autonomous Japanese multinational companies in a variety of industries.
Founded by Yatarō Iwasaki in 1870, the Mitsubishi Group historically descended from the Mitsubishi zaibatsu, a unified company which existed from 1870 ...
.
Logo evolution
* Star: The original Dodge was a circle, with two Greek Delta (letter), deltas intertwined representing the letter "D", forming a six-pointed star in the middle; an interlocked "DB" was at the center of the star, and the words "Dodge Brothers Motor Vehicles" encircled the outside edge. Although similar to the Star of David, the Dodge brothers were not Jewish; they were Methodists. Although the "Brothers" was dropped from the name for trucks in 1929 and cars in 1930, the DB star remained in the cars until the 1939 models were introduced.
* Ram: For 1932 Dodge cars adopted a leaping ram as the car's hood ornament. Starting with the 1940 models the leaping ram became more streamlined and by 1951 only the head, complete with curving horns, remained. The 1954 model cars were the last to use the ram's head before the reintroduction in the 1980s. Dodge trucks adopted the ram as the hood ornament for the 1940 model year with the 1950 models as the last.
* Crest: For 1941 Dodge introduced a crest, supposedly the Dodge family crest. The design had four horizontal bars broken in the middle by one vertical bar with an "O" in the center. A knight's head appeared at the top of the emblem. Although the head would be dropped for 1955, the emblem would survive through 1957 and reappear on the 1976 Aspen. The crest would be used through to 1981 on its second time around, being replaced by the Pentastar for 1982. The knight's head without the crest would be used for 1959.
* Forward Look: Virgil Exner's radical Forward Look redesign of Chrysler's vehicles for the 1955 model year was emphasized by the adoption of a logo by the same name, applied to all Chrysler Corporation vehicles. The Forward Look logo consisted of two overlapped boomerang shapes, suggesting space age rocket-propelled motion. This logo was incorporated into Dodge advertising, decorative trim, ignition and door key heads, and accessories through September 1962.
* Fratzog: Dodge's logo from September 1962 through 1981 was a fractured Kite (geometry), deltoid composed of three arrowhead shapes forming a three-pointed star. The logo first appeared on the 1962 Polara 500 and the mid-year 1962 Custom 880. One of its designers came up with the meaningless name Fratzog for the logo, which ultimately stuck. As the Dodge Division's logo, Fratzog was incorporated in various badges and emblems on Dodge vehicles. It was also integrated into the design of such parts as steering wheel center hubs and road wheel covers.
* Pentastar: From 1982 to 1995, Dodge used Chrysler's History of Chrysler#Pentastar, Pentastar logo on its cars and trucks to replace the Dodge crest, although it had been used for corporate recognition since late 1962. In advertisements and on dealer signage, Dodge's Pentastar was red, while Chrysler-Plymouth's was blue.
* Ram
Ram, ram, or RAM may refer to:
Animals
* A male sheep
* Ram cichlid, a freshwater tropical fish
People
* Ram (given name)
* Ram (surname)
* Ram (director) (Ramsubramaniam), an Indian Tamil film director
* RAM (musician) (born 1974), Dutch
* Ra ...
's head: Dodge reintroduced the ram's head hood ornament on the new 1973 Dodge Bighorn heavy duty tractor units. Gradually the ram's head began appearing on the pickup trucks as Dodge began to refer to their trucks as Ram. The present iteration of the Bighorn sheep, Ram's-head logo appeared in late 1992 on the 1993 Intrepid, standardizing on that logo in 1996 for all vehicles except the Viper
The Viperidae (vipers) are a family of snakes found in most parts of the world, except for Antarctica, Australia, Hawaii, Madagascar, and various other isolated islands. They are venomous and have long (relative to non-vipers), hinged fangs tha ...
, which uses the Viperidae, Viper's Head.
* New logo: In 2010, with the separation of the Ram brand, two new Dodge logos were unveiled. The first logo features the word "DODGE" with two red inclined stripes. It was originally used strictly for marketing purposes, however Dodge introduced the logo onto the grilles of the 2012 lineup.
A second emblem was revealed during the unveiling of the 2011 Durango, which used the same five-point shield-shaped outline of the old emblem, but with the ram's head replaced with a chrome cross reminiscent of the brand's signature cross-haired grille. This was only used on the steering wheel. In 2014, the cross logo was replaced by the word "DODGE" on the Durango steering wheel. A modified version of the Ram's head logo is still used for the Ram brand, with "RAM" written across the bottom in bold white or black lettering.
Slogans
* Dependability, The Dependables (1920s–1967)
* Join the Dodge Rebellion (1966-1967) Dodge Performance Cars
* Dodge Fever (1968–1969)
* You Could be Dodge Material (1970–1971)
* An American revolution (1982–1989) (slogan recycled by Chevrolet, a GM brand in 2005)
* The new Dodge (1992–2000)
* Dodge. Different. (2000–2001)
* Grab life by the horns (2001–2007, mainly for Dodge truck market)
* Grab life (2007 – mid-June 2010, in Ram pickup truck ads)
* Never neutral (2010–present)
* Born Dodge (2014–present)
* Domestic. Not Domesticated (2016–present)
* Excess drives success (2021–present)
* Tear up the streets… not the planet (2021–present)
List of Dodge automobiles
Current models
Past models
;Notes
See also
* DeSoto (automobile)
* Plymouth (automobile)
* Rootes Group for the historic Dodge of the UK
* Fargo (truck)
* List of automobile manufacturers of the United States
* List of Dodge automobiles for all production cars and trucks
* List of Dodge concept vehicles
* Ram Trucks
* Dodge Airflow truck
* Barreiros (manufacturer)
Footnotes
References
Bibliography
*
*
*
*
*
*
*
External links
*
Dodge RAM Rebel
(archived, 28 Mar 2019)
(archived, 12 Aug 2004)
Dodge Ram Releases
(archived, 10 Nov 2015)
WW II Dodge Truck History
(archived, 22 Oct 2014)
Dodge Trucks of the 60s and 70s
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