Chrysler brings back the Dodge Dart

Shane65 said

Well the thing is though, the twin turbo 1 series is the top of the line model in the BMW...
you can get a base model 1 series for 31K... Dodge could easily make something that competes with the Toyota/Subaru (rumored to start between 23-25k) and the 1 series and I think they could reasonably do it for around 23-25k as well... especially considering the full size Charger starts at 25k.

And it doesn't have to be "Luxury", it just has to have perceived value (overall package: design, performance, mpg, interior)... And with the way dodge has stepped up their interiors lately, at a 25k price range I'm sure they could put something together that looks pretty damn good.

Click to expand...

I agree on the value part. However, you're missing my point. Dodge isn't building the new Dart to target the BMW crowd. Their doing it to attack a more mainstream audience...the segment that Ford, GM, Toyota and Honda compete in. Those cars are in the 23-25k range and do not start at $31k. These are two totally different market segments with two totally different target audiences. If Dodge decides to build an SRT version, it will most likely target the Focus SVT and Civic SI as cross competitors.

Percieved value, yes, you can build that into a $25k intermediate car. But you cannot sell the luxury mindset BMW buyer into a Dodge. Maybe a Chrysler...but not a Dodge. That's not how the branding works.