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Dodge, SRT are “domestic, not domesticated”

by Bill Cawthon on

FCA has introduced a new brand tagline for Dodge and SRT, the first in a number of years.

“Domestic. Not Domesticated.” makes its debut this weekend and will cover all of FCA outward marketing channels including television, print, digital, web, social and experiential.


The new tagline, created by FCA and Austin-based GSD&M, Dodge’s new brand agency, first appeared in ESPN The Magazine’s 2016 “Body Issue” released earlier this month.

“Warning,” the first TV spot, gets its first nationwide TV run this Sunday, July 31 on “Comedy Central Roast.” FCA, GSD&M worked with San Francisco-based agency ARGONAUT to produce the ad.

The 60-second commercial features the Dodge Charger SRT Hellcat, Challenger SRT Hellcat and Durango R/T. In keeping with Dodge’s humorous approach, the ad opens with a warning sign and flashing amber lights, which Mopar fans will recognize as the front turn signals on a Challenger SRT Hellcat. An announcer deadpans a rather interesting disclaimer while the text rolls on the screen. (Note: Some of the text may prevent the new ad from appearing on regular broadcast channels or during family hours.)

The tagline is also integrated in a new “Dodge Challenger SRT Hellcat – Unleashed (Episode One),” which debuted today on YouTube.

Note: Some may question the tagline’s use of the word “domestic” because the Charger and Challenger are produced in FCA’s Brampton, Ontario plant. Under the North American Free Trade Agreement (NAFA), vehicles built in Canada and Mexico are considered domestic.

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.

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