Dodge ‘unlikely’ to return

Time 10 years ago

098950100_1213110986THE American brand Dodge is ‘unlikely’ to return to the UK the brand director of Jeep Chrysler UK has revealed.

Speaking at the launch of the new Chrysler Delta and Ypsilon, Nigel Land said he could not see the name coming back to these shores – quoting a lack of a place for it as the reason.

‘Could I see Dodge returning to the UK? I think it’s very unlikely,’ he said. ‘Marketing an extra brand under the Fiat umbrella would be too difficult.’

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Dodge was axed late last year when Chrysler announced its Delta and Ypsilon models. And its models were partly responsible for this.

‘The Dodge Caliber was a great looking car, but its interior was not up to standard,’ said Land. ‘It had the distinctive styling which is what Chrysler is now focussing on, but there has to be an attention to the interior quality.’

Land pointed to the new Delta and Ypsilon in offering distinctive styling and luxurious interiors as the company’s direction for the future.

James Batchelor's avatar

James – or Batch as he’s known – started at Car Dealer in 2010, first as the work experience boy, eventually becoming editor in 2013. He worked for Auto Express as editor-at-large and was the face of Carbuyer’s YouTube reviews. In 2020, he went freelance and now writes for a number of national titles and contributes regularly to Car Dealer. In October 2021 he became Car Dealer's associate editor.

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