Good Question, Dodge

Steph Willems
by Steph Willems
good question dodge

Millennials find themselves at a societal crossroads. Wage growth isn’t ideal, living (and certainly education) costs are rising faster than their paychecks, and technological advancements are rendering swaths of middle-class jobs obsolete.

Which is why, in this author’s opinion, it’s time for Aries.

Yes, it’s time to sign off Twitter and get into a sensible compact sedan, one that will serve this generational cohort well for several years to come. Interest rates aren’t even in the same ballpark as what car buyers suffered through in the ’80s, gasoline prices are still relatively low, and dreams of canyon-carving all day in a supercar paid for by the confiscated wealth of the CEO down the block should have been dislodged from their brains somewhere around the second year of college, not when they’re entering their 30s.

It’s time to face reality. It’s time for Dodge to step up and say, “We’ve heard your cries and ignored most of them. Take this instead and live within your means.”

Is yours truly dipping into the sauce a little too early in the day? Not today, I’m not. I’m merely responding to a tweet by Dodge from earlier this morning.

No, we’re not inclined to take this tweet from an anxiety-ridden social media account operator all that seriously. Is Dodge really crowdsourcing ideas for its future product lineup online? The brand wishes it could. No, Dodge will get whatever common-platform crossover Fiat Chrysler decides it can have, plus the Charger and Challenger, both available in a ridiculous array of variants designed to keep this biblically old platform rolling out of Brampton.

Resurrected nameplates have been tried before, with little success. Dart, anyone? Aspen? Magnum? Well, we’ll give them that last one. If Dodge did bring back the Aries, the same people screaming for moar affordable cars would avoid it like the plague, demanding in its place a taut, European-style RWD sports sedan with cockles-warming performance characteristics, sky-high fuel economy, and a government-subsidized four-figure sticker price. We can all dream.

Better to go the specialty edition route, like Dodge did with the limited-edition Daytona 50th Anniversary Edition, itself a variant of the 2020 Charger SRT Hellcat Widebody. But what’s left to dredge up from the Charger/Challenger’s storied past?

This exercise has gone on too long. Dodge’s question doesn’t jibe with the brand’s reality as a afterthought division sitting in the shadows of FCA’s real money makers — Ram and Jeep. It can be thankful for one thing, however.

It’s not Chrysler.

[Image: Murilee Martin/TTAC, Steph Willems/TTAC]

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  • Thomas Kreutzer Thomas Kreutzer on Oct 02, 2019

    The Aires was about austerity. These days, urban people don't need cars, apparently, and country folk want trucks. What Dodge needs is a new light truck ala the Rampage. Cheap, cheerful and Front wheel drive.

  • Millenials will drag any long dead terrible trend they think was cool and hip back from the 80s and co-opt it like its some sort of new thing they just discovered so, the original tooling is around somewhere why not just bring back the original Aries, and in true Lido style call it the Aries Millennial. Heck while theyre at it dig up Lido and throw his corpse in the TV ads. BASED.

  • Matzel I am hoping that Vee-Dub will improve the UX and offer additional color options for the 2024 Mk8.5 refresh for Canada. Until then, I'll be quite happy with my '21 GTI performance pack. It still puts a smile on my face going through the twisty bits.
  • Stanley Steamer There have been other concepts with BYOT, that I have always thought was a great idea. Replacing bespoke parts is expensive. If I can plug in a standard 17" monitor to serve as my instrument panel, as well as speakers, radio, generic motors, batteries, I'm for it. Cheaper repair, replacement, or upgrade costs. Heck I'd even like to put in my own comfy seats. My house didn't come with a built in LaZboy. The irony is that omitting these bespoke items at the point of sale allows me to create a more bespoke car as a whole. It's hard to imagine what an empty rolling monocoque chassis would look like capable of having powertrains and accessories easily bolted on in my garage, but something like the Bollinger suv comes to mind.
  • Iam65689044 Sometimes I'm glad the French don't sell in America. This is one of those times.
  • SCE to AUX I was going to scoff, but the idea has some merit.The hard part would be keeping the weight and cost down. Even on the EPA cycle, this thing could probably get over 210 miles with that battery.But the cost - it's too tempting to bulk up the product for profits. What might start as a $22k car quickly becomes $30k.Resource-deprived people can't buy it then, anyway, and where will Kyle get the electricity to charge it in 2029 Los Angeles?
  • SPPPP How does one under-report emissions by 115 percent? If you under-report by 100 percent, that means you said your company's products and operations cause no emissions at all, right? Were these companies claiming that their operations and products clean the air, leaving it better than when they got there?On the other hand, if someone was trying to say that the true emissions number is 115 percent higher than was reported, then the actual under-reporting value would be 53.5 percent. True emissions would be set at a nominal value of 100. The reported emissions would be 46.5. Take 115 percent of 46.5 and you get 53.5. Add 46.5 and 53.5 together and you get back to 100.A skim of the linked article indicates that the second reading is correct - meaning the EU is *actually claiming* that the worst offender (Hyundai and Kia) under-reported by 53.5 percent, and VW under-reported by 36.7 percent ((1 - (100/158))*100).I find it also funny that the EU group is basically complaining that the estimated lifetimes of Toyota vehicles are too short at 100,000km. Sure, the vehicles may be handed down from original purchasers and serve for a longer time than that. But won't that hand-me-down resale also displace an even older vehicle, which probably gets worse emissions? The concept doesn't sound that unreasonable.