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Burgundy ads and Durango sales

by David Zatz on

burgundyIt appears that Will Ferrell’s free work for Dodge has more than paid off, with Durango sales leaping up by 58.5% in October 2013 (over October 2012). It’s not a clear and obvious fact, though; Durango sales are up 49.5% for the year to date, indicating that perhaps the vehicle itself that should get the credit.

While Durango has been sold for years in essentially the same form, with few visual changes, the eight-speed automatic transmission has livened up the six-cylinder engine quite a bit, even as it increased gas mileage. The result is a vehicle that provides better acceleration and economy at the same cost; for those who previously avoided the V6 due because it wasn’t “fast enough,” the price effectively dropped quite a bit.

One clear winner has been Paramount Pictures, whose Anchorman 2 movie will run in December. The original Anchorman ran in 2004, nearly a decade ago, and many people may have forgotten the character; Chrysler is paying for the TV time, effectively giving Anchorman 2 a big publicity boost.

Chrysler advertising chief Olivier Francois said that Mr. Ferrell wrote and produced the ads. The deal was for six, but they ended up with 70, not all of which were seen as suitable for use. They have gained millions of hits on YouTube, and over a hundred comments have been posted on Allpar so far.

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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