Dodge is the other big brand of the group. In 2012 it was able to sell around 710.000 units, a bit more than Jeep and therefore it was the second best-selling brand of Fiat-Chrysler group. This number doesn’t include Ram brand figures, as the pickup line was separated from Dodge range some years ago. Even if its total is pretty similar to Jeep’s, the composition of sales by country is quite different: USA represents 74% of total sales, and NAFTA counts for 95% circa. Then, we’re talking about a 100% American taste brand, as it isn’t well-known in other markets, where Jeep is popular. This analysis includes sales figures for 45 countries or 703.386 units. As there is no data for other markets like Dominican Republic, China, or Ukraine, final result should be around 710.000 units, up 13% circa.
It’s important to remember that Dodge’s dependence on North American region was boosted by the fact that the brand disappeared from European scenario after Fiat took control of Chrysler. Even though it wasn’t a big market, Dodge used to sell some units in most of the European countries. This doesn’t happen anymore and the only European market where it is still available is Switzerland where it sold only 606 units. However, the absence in Europe is highly compensated by good numbers coming from the Middle East. In fact, this region is the second most important one due to interesting results coming from the Dodge Charger, and Durango in Saudi Arabia, Kuwait, and the UAE. Latin America is also important, with similar sales in Brazil, Colombia, and Argentina, and interesting results in Puerto Rico and Venezuela. In terms of market share, USA isn’t the first country. The brand is more popular in Canada, with almost 6% share, followed by Mexico, and USA.
What’s next? the Dart is expected to boost sales in all markets where it will be introduced. Even if it has had a slowly start, this sedan can perform quite good and help the brand to increase its presence abroad and depend less on American market. However, the Dart can’t do all by itself. As long as there aren’t more all-new products and the range of models continue to be the same, sales increase will be only possible if American market continues to grow. Dodge has demonstrated it is the brand for Americans, and has what they expect from a car. That’s why it is urgent to bring fresh products and replace the Avenger (to be repositioned), and Charger. The Challenger is expected to receive a deep facelift (that includes the interior), while the Durango has already been presented. The Journey is the key product for the success outside the States. It is the perfect combination of a SUV and a MPV, and this kind of cars are becoming very popular in almost all the markets. Hence, a nice successor for the it (and also for the Fiat Freemont) should arrive as soon as possible.