Dodge Sales Data & Trends for the European Automotive Market
Dodge was officially introduced in Europe in 2006 when Chrysler was still under ownership of Daimler-Benz. Many Mercedes-Benz dealers were asked to sell Chrysler, Dodge and Jeep as well. Chrysler would be the stylish, sub-premium brand, Dodge the ballsy, value-for-money brand and Jeep the rugged SUV and crossover brand.
The first product for the brand was the Dodge Caliber compact hatchback, offering bold styling and a spacious interior for a very competitive price. As a result, it was a relative success in the first few years, peaking at close to 17.000 units in 2007.
That same year, the Nitro SUV was introduced, which was a copy of the Jeep Cherokee / Liberty, and even though it outsold its original in 2008 and 2009, it was confusing the brand strategy. And selling two similar vehicles from different brands under the same roof is never a good idea.
To make matters worse, Dodge also introduced the Avenger, a copy of the Chrysler Sebring, which was already a slow seller even without an internal competitor. The Avenger sold less than half the volume of the Sebring, and managing just over 5.500 units in four years on the market.
In 2008, the Journey was introduced, which was more true to Dodge’s intended brand values: spacious interior, muscular design and value for money. It was a crossover between an SUV and an MPV, and it was the brand’s best selling car from 2009 through 2011, when Dodge was pulled out of the European car market. The Journey was later rebadged as the Fiat Freemont, when Chrysler was acquired by Fiat. It was relatively successful as a Fiat.
The Dodge Viper was also imported to Europe from 2005 through 2008, it peaked at 145 units in its first year. The first generation Viper had been sold under the Chrysler brand in the 1990’s. As mentioned above, the Dodge brand was officially withdrawn from the European car market in 2011 due to slow sales. Less than 100.000 cars had been sold in the seven years from 2005 through 2011.
With no official importer for the brand in Europe, grey market importers keep selling a small number of models to Dodge enthusiasts. The brand’s best selling models in recent years are the Durango SUV and the Challenger muscle car.
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