What’s Old Is New At Dodge
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LOS ANGELES (WWJ) – With the Dodge Dart off to a good start, the brand is pulling another name from its storied past, the Daytona.
VIDEO: WWJ’s Jeff Gilbert reports from the first day of the LA Auto Show.
“We’re gonna build 2500 of them, special edition,” says Dodge CEO Reid Bigland.
The Daytona will be a variation of the Dodge Charger, with unique styling cues and a powerful 370 horsepower engine.
“Very distinct Daytona look,” said Bigland. “The Daytona badging on the vehicle. And, of course the Hemi powertrain, as well.”
There will be four choices of color: Daytona Blue, Bright White, Billet Silver and Pitch Black.
When Chrysler decided to bring back the Dodge Dart name, executives said it tested well with would-be customers. Bigland says the same is true for the classic Daytona name.
“’It still has a lot of traction, especially for those what are into the muscle cars.”
Chrysler also confirmed that it will have a new large van—branded as a Ram—that will launch In the third quarter of 2013. It will go by the name of Ram ProMaster.
The ProMaster is based on the Fiat Ducato van, which is sold in most of the rest of the world. When Chrysler was owned by Daimler, it briefly badged Mercedes Sprinter van as a Dodge.
“This is going to replace that full size van offering, and have a great product and a better product for our commercial customers to purchase,” said Ram CEO Fred Diaz.
Chrysler also announcing a special commercial truck division, which will focus on selling work trucks.
Chrysler’s Jeep Brand is also showing off a new Rubicon version of the Wrangler. It’s a special 10th anniversary edition.
“We lifted the vehicles,” said Jeep CEO Mike Manley. “We put special tires on it, and added all new material specifically for Rubicon.”