the product naming blog

« LEGO Forgets Girls In Its Heroes Brand Naming | Main | RIM's Brand Naming Woes, a Case Study In Why Trademark Considerations are Basic »

December 7, 2011

Chrysler Resurrects Dart Brand Name

Dodge Dart.jpgI am pleased to see that Chrysler's Dodge brand is bringing back yet another well loved name from the past.

The Dart, a new four-door compact sedan that we will see at next month's North American International Auto Show in Detroit.

It's a modern vehicle that is built upon a Fiat architecture that will have "eye-catching exterior proportions set off from every angle by dynamic lines and curves, along with advanced technology, to deliver class-leading aerodynamic performance."

In other words, do not expect a retro car.

Dodge has created a teaser site for the car and it is a far cry from the boxy "Swinger" car of the 1960s.

People generally remember the Dart as a street racer the kids used to amp up in their spare time.

The Dart came in many manifestations from 1960 to 1976, including the Swinger version, as well as the 1968 Slant Six version, known for its endurance and trustworthiness.

One Chrysler executive stated, "The Dart is one of the more positive names in Chrysler's brand-portfolio history. Also, anybody under 40 isn't going to remember Dart and that helps them because they are about to create something new."

This is a very Italian looking car, part of Chrysler's aggressive bid to get into the competitive midsize industry.

The Dart brand name is clearly the replacement for the Hornet name that Chrysler discontinued last month.

I think that the Dart brand is a better fit for such a sporty car. I also agree that very few young people will remember the original Dart, a car that they might only be familiar with from the very cool TV show Mad Men.

Technorati Tags: , , , , ,

Posted by William Lozito at December 7, 2011 8:36 AM
Posted to | | | | |

Trackback Pings

TrackBack URL for this entry:
http://www.namedevelopment.com/mt/mt-tb.cgi/5039

Leave a comment