By on November 8, 2013

Durango-side-550x412

There’s nothing the internet loves more than some good clickbait, and the hype surrounding Dodge’s ads featuring Ron Burgundy, star of the Anchorman movies, and the Durango CUV, are perfect fodder for this type of content. Web publications like Mashable, along with numerous auto blogs, have run articles cliaming that the Anchorman-themed ads have caused Durango sales to “skyrocket”. But as Tim Cain shows us, correlation does not necessarily equal causation. Durango sales have been on the rise for some time now. But never let the facts get in the way of a good story.

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45 Comments on “Did Ron Burgundy Really Help Move Durangos?...”


  • avatar
    racer-esq.

    Traditionally the domestics have renamed a mediocre product after a better version is introduced. But that didn’t happen with the Durango. In one redesign it went from being an awkward looking also-ran SUV to damn good looking (IMHO) de-contented Mercedes GL for less than half the cost (starting at just under $30K).

    It looks like the market is slowly waking up to that fact.

    Want a 300 HP, RWD, IRS unibody wagon for $29,795? Here it is.

    No brown option, and that is a shame because it would look good.

  • avatar
    LeMansteve

    The commercials are pretty funny if you’re a Ferrell / Burgundy fan. I like the glovebox one.

    Anyway, the commercials did nothing to change my opinion or interest level of the Durango. Probably because I’m not in the market for a vehicle like that.

  • avatar
    bunkie

    I think the more relevant fact is that they are advertising it at all. Plus, Racer-esq hit the nail on the head. If you can avoid the temptation to option the thing up, it’s a lot of vehicle for the money. The fact that it seems to be a decent vehicle as well also helps. Personally, I don’t really get Will Ferrell, but the ads are memorable and unlike a lot of clever ads, it associates the product with the clever bit quite well.

  • avatar
    AlfaRomasochist

    I seriously thought about a Durango but we ended up buying before the 2014s were out. Ended up with a CX-9 on a smoking lease deal but the Dodge is on the shortlist for our next buy. Especially if they drop the small diesel in there, as is rumored.

  • avatar
    Pch101

    “Web publications like Mashable, along with numerous auto blogs, have run articles cliaming that the Anchorman-themed ads have caused Durango sales to ‘skyrocket’”

    They’re merely repeating what Chrysler has said. Dodge is claiming that web traffic has increased by about 80% (whatever that means) since the launch of the ad campaign.

  • avatar
    danio3834

    If they’d offer some sort of deal on these already, I’d probably have one to replace my F-150.

  • avatar
    iNeon

    CUV?

    • 0 avatar
      Hummer

      Absolutely.

    • 0 avatar
      azmtbkr81

      The Durango straddles the fence between CUV and SUV. Considering it is based on the GC/GL platform, which was designed from the ground up as a unibody SUV, it is much more of an SUV than the FWD car-based tall wagons like the Explorer, Pathfinder and Cherokee.

      • 0 avatar
        highdesertcat

        The Durango is the stretched, three-seat, 8-passenger, alternative to a Grand Cherokee.

        A military, Mormon friend of mine has one to haul his six pre-teen kids around in.

        His Durango has the same Pentastar powertrain, 4X4 system, electric driver seat, satellite radio and black cloth interior as the GC Laredo of another friend of mine, except with the third seat.

    • 0 avatar
      racer-esq.

      As much of a CUV as the original Cherokee. It is technically unibody but has full length welded frame rails. It is lighter, stronger and safer than if it was built BOF. I had a BOF SUV that got totaled because of irreparable frame damage from a light accident, BOF is overrated.

      If I was doing substantial towing I would want a live rear axle. There are companies that make trucks with heavy duty independent suspensions, for example Tatra or the HUMVEE/H1, but I would not want to put a lot of stress on the Mercedes IRS.

      But with no towing the Durango is a substantially better deal than a Tahoe.

      Classing this with a Highlander is like classing a Charger with a Camry.

      • 0 avatar
        SC5door

        The rear suspension is load leveling on the Durango. Nothing you have said proves that the suspension or chassis isn’t capable of handling towing duties. I’d highly doubt that Chrysler would have increased the towing capacity of the Durango if it wasn’t truly up to the task.

    • 0 avatar
      28-Cars-Later

      Why wasn’t a smaller this the new Cherokee?

  • avatar
    matador

    The commercials are awesome! They’re not just another cookie-cutter ad, but something unique and funny.

    Now, would I buy a Dodge Durango? Sure… in about 15 years when I can get one of these for about $3000 or so.

    Come on, people, buy these things up so that they can be as cheap as a thirteen-owner LeSabre years from now.

  • avatar
    fredtal

    The front end of those Durangos in the commercial are ugly. I saw one at the store this morning. It had hubcaps.

    • 0 avatar
      SC5door

      This generation of Durango does not come with hubcaps on any trim level 18″ Aluminum wheels are standard. (Dodge.com confirms this) The Explorer does come with hubcaps on the base trim level.

      The owner must have swapped in a set of steel wheels then.

  • avatar
    Zackman

    I never saw “Anchorman” nor do I care to, plus I’m not a fan of Ferrell.

    The ONLY thing I like about the ads is that as I zip through commercials on my DVR, when these ads appear, usually my shows start right after or very soon after. It’s a good time mark!

    • 0 avatar
      Syke

      Right there with you. Not sure why they run the commercial last in the series, but am grateful they do. And I have absolutely no interest in watching any movie with Will Ferrel or Adam Sandler in it. And have only recently learned to tolerate Bill Murray.

  • avatar

    The Durango sells itself. My grandpa had the last generation. I didn’t like it. The new gen is HOT. If they’d offered an SRT, I’d have that instead of a JGCSRT.

  • avatar
    PrincipalDan

    Boy, that escalated quickly…

  • avatar
    CoreyDL

    That’s a very nice house back there, but it’s too bad it has a garage far too grandiose for the house portion, and jutting out in front that way.

    Who designs a modern Craftsman that way? People can’t park in your driveway if they visit, because it’s full of garage doors which you might need access to. Garage goes to the side or behind the house. Duh.

  • avatar
    namesakeone

    TTAC writes an article about Ron Burgundy selling Dodge Durangos, and illustrates it with…a burgundy Durango. Nice. Was this intentional?

  • avatar
    CarGal

    I think I might be the only person who prefers the older body style. :)

  • avatar
    sahulseo1

    Thanks for sharing this awesome post. Ron Burgundy and Durango CUV I like this car.I am very impressed this Ron Burgundy.Most Indian latest car ,models are refined and designed on innovative technology platforms.

  • avatar
    west-coaster

    I was a little suspicious of those headlines about Durango sales taking off.

    Always noticing new vehicles with paper dealer plates when I travel the various freeways of SoCal daily in my job, I barely see any. Lots of Grand Cherokees (and everything else), but not many Durangos.

  • avatar
    kosmo

    The R/T version exists largely so Ralph Gillies can have a bitchin tow rig for his track car(s).

    I think it probably tows just fine.


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