Dodge Versus Ram Case Study: Nitro

Edward Niedermeyer
by Edward Niedermeyer

The problem with branding exercises like Chrysler’s decision to split Ram from Dodge, is that they tend towards abstraction. Luckily, the back-from-the-dead Nitro is a good case study for how this split will play out. You might think that based on its aggressive styling and upright stance that it would make sense as a Ram-branded vehicle. But you’d be wrong. It will actually be positioned as a youth-market vehicle, within the Dodge brand. Hit the jump for an official concept of the Nitro’s possible repackaging.


And here it is. What this image illustrates is how lost the Dodge brand appears to have become. Because the Ram line overshadowed and helped define so many Dodge products, the re-branding of Dodge is a huge challenge. So apparently it’s turning into an mass-market Scion. As Dodge’s CEO Ralph Gilles put it, New Dodge products should “feel like niche products while offering mass-market appeal,” because “there are no more niches.” But if Gilles admits that Dodge’s problems flowed from trying to be all things to all people, removing the single element that tied it all together (Ram-ness) doesn’t seem to solve anything.

Edward Niedermeyer
Edward Niedermeyer

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  • Martin Albright Martin Albright on Nov 05, 2009

    I'm probably very much in the minority here but I like the Nitro better than its Jeep sibling, the Liberty, which to me looks silly and contrived with its faux fenders. The newer, more squared-off liberty is an improvement over the cutesy-poo original, but I still like the Nitro better. I think the Nitro is a cleaner design, somewhat reminiscent of a late 90's XJ Cherokee. Does the Nitro have the same underpinnings as the Liberty with a 2 speed transfer case?

  • Accs Accs on Nov 28, 2009

    Can someone please PLEASE tell me the point of the Nitro. And what YOUTH appeal they are talking about.. especially when all of the "youth" are driving around in 4yr old Burbans completely empty... What exactly does a Nitro do.. that others cant. Besides belong to a govt owned company?

  • TCowner We've had a 64.5 Mustang in the family for the past 40 years. It is all original, Rangoon Red coupe with 289 (one of the first instead of the 260), Rally Pac, 4-speed, factory air, every option. Always gets smiles and thumbs ups.
  • ToolGuy This might be a good option for my spouse when it becomes available -- thought about reserving one but the $500 deposit is a little too serious. Oh sorry, that was the Volvo EX30, not the Mustang. Is Volvo part of Ford? Is the Mustang an EV? I'm so confused.
  • Mikey My late wife loved Mustangs ..We alway rented one while travelling . GM blood vetoed me purchasing one . 3 years after retirement bought an 08 rag top, followed by a 15 EB Hard top, In 18 i bought a low low mileage 05 GT rag with a stick.. The car had not been properly stored. That led to rodent issues !! Electrical nightmare. Lots of bucks !! The stick wasn't kind to my aging knees.. The 05 went to a long term dedicated Mustang guy. He loves it .. Today my garage tenant is a sweet 19 Camaro RS rag 6yl Auto. I just might take it out of hibernation this weekend. The Mustang will always hold a place in my heart.. Kudos to Ford for keeping it alive . I refuse to refer to the fake one by that storied name .
  • Ajla On the Mach-E, I still don't like it but my understanding is that it helps allow Ford to continue offering a V8 in the Mustang and F-150. Considering Dodge and Ram jumped off a cliff into 6-cylinder land there's probably some credibility to that story.
  • Ajla If I was Ford I would just troll Stellantis at all times.
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