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Why the car is named Dodge Dart (updated)

by David Zatz on

Allpar asked Reid Bigland about the choice of the name Dodge Dart (and what happened to Hornet) during our interview on Monday, which will be posted in full on Monday. Reid said:

We did a lot of research on the name Dart. Interestingly enough, anyone that we spoke to that was under the age of 35, we showed them pictures of the 2013 Dart with the aggressive aero, the look, the sportiness, and asked them which names they thought fit best. Dart was the overwhelming bulls-eye.

These people weren’t very familiar with the 1960-1976 Dart. They were just looking at Dart for matching the design and the aero of the current car.

Then on a demographic of 45 and older, there was a lot of affiliation with name Dart. The affiliation with the name Dart, the original, was very positive. The vehicle had a great run. 1960-1976 sold almost 4 million Darts. If I can get halfway there with this car I would be pretty happy.

Dart to this day lives quite large on drag strips throughout North America. A lot of people have a very strong affinity for Dart today, so they too were quite keen on the re-entry of the name Dart back into the Dodge portfolio.

Reid also talked about Chrysler Canada’s success and Dodge’s opportunities in the United States. The interview is due to be posted in full on Monday.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304


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