During the last four years, FCA US, the former Chrysler Group, has gotten a lot of mileage out advertising strategies emphasizing the story behind the car and focusing on the grit and determination and the Motor City authenticity that go along with brands such as Chrysler, Dodge and Jeep.
Now Dodge is taking a different angle in hopes jump start sales of the Viper with a marketing campaign that emphasizes the car’s unique blend of power, performance, exclusivity and craftsmanship. The campaign centers on a documentary entitled, “Viper: DNA of a Supercar,” captures the passion of the designers and craftsmen that create the vehicle.
Tim Kuniskis, the head of the brand also, showed reporters a 20-minute film that shows how the Viper is “hand-built” by FCA US craftsmen at the company’s Conner Avenue Assembly plant in Detroit. (more…)