[Allpar News System]

Dodge has dropped its Dart Rallye, according to Allpar’s sources, replacing it with the Rallye Appearance Package (except in California, where buyers can get a “California Appearance Package.” Reader Mike Lauricella alerted us to the change, which we confirmed with unofficial dealership sources. The Rallye had been billed as a separate model, but was in fact created as a quick-order package. It added to the SXT a 140 amp alternator, 17x7.5 painted aluminum wheels, body-color crosshair grille with black surround and bumper cover, black headlamp bezels, fog lamps, leather-wrapped steering wheel, Rallye badges, cruise, steering-wheel mounted audio controls, and trip computer/information center. Currently, the Rallye Appearance Group includes 17x7.5 “hyper black” aluminum wheels, a black crosshair grille with black surround, and Rallye badge. The California package includes the wheels and crosshair, but not the badge. To re-create the Rallye is not difficult, even for Californians, who also need to buy..

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[Mopar392]

It was a move to simplify the lineup.. SE, SXT, AERO, Limited & GT..

 

[Dave Z]

First they brag about how complex it is, then they simplify, do you ever wonder?

I think it was a sneaky way to drop the price on Rallye, between us.

 

[JRS200x]

Dave, honestly this had been discussed in a bunch of different threads numerous times. Everyone knew the Rallye was being dropped in favor of the appearance package, it was mentioned directly by Chrysler when the discussed the new packages like the SXT Special Edition etc.

 

[Stratuscaster]

Still about 2 trims too many, I think.

 

[UN4GTBL]

Still about 2 trims too many, I think.

SE
SXT
Aero
Limited
(Mythical) GT

IMO the Dart has two versions...the "sporty" one, and the "luxury" one.

Sporty - SXT (w/SE + Rallye groups) -> GT
Luxury - SXT -> LImited

The SE allows them to advertise a low starting price, and the Aero is basically an SE with a couple options and is "needed" so they can advertise as 40+MPG

The Civic has a confusing model arrangement too. Not that the Dart's arrangement is perfect.

 

[JRS200x]

The SXT is only available with the 2.0L now, so its hardly sporty anymore.

 

[Stratuscaster]

Sometimes "sporty" simply refers to looks and nothing more.

 

[Stratuscaster]

There are trim levels and then there are packages. If I can add "Aero" bits to the SXT, then "Aero" maybe shouldn't be it's own model. (But may HAVE to be for whatever EPA and marketing claims they need.)

 

[Dave Z]

Sporty can refer to handling, as long as the engine is enough to meet a bare minimum -- many famed sports cars were nowhere near the fastest in a straight line.

 

[UN4GTBL]

The SXT is only available with the 2.0L now, so its hardly sporty anymore.

That seems new?

 

[aldo90731]

Still about 2 trims too many, I think.

Very true.

Audi CMO Scott Keogh identified that most people can only remember anything in groups of three:
"All of our research tells us that there is this traditional hierarchy–“the rule of three.” Most consumers only have time to go through three brands." --http://www.interbrand.com/en/best-global-brands/best-global-brands-2009/BGB-CMO-Scott-Keogh.aspx

Our research confirms this to be true.

This "rule of three" applies to everything we do in daily life: our brains find it easier to manage choices by classifying things quickly into groups of three, so that it can move on other things. For example:

Small, Medium and Large
Good, Average and Bad
Expensive, Affordable, Cheap
Gold, Silver, Bronze
Upper, Middle and Lower Class
Mercedes, BMW and Lexus
Camry, Accord and Altima
F-Series, Silverado and Ram
Mustang, Camaro and Challenger
New, Used, CPO

As the article indicates, Audi's strategy is to bump Lexus out of the luxury troika; they recognize that unless they are in the top three they are fighting for scraps. Similarly, Ford's strategy hinges on fielding a "top three" vehicle in every segment --e.g., F-Series, Mustang, Focus, Escape, Explorer, Fiesta, Fusion (not there yet)

By extension, three should also be the optimal number of main trim levels presented to a customer --even in Fullsize Pickups, where customers tend to be tech-savvy, spec-knowledgeable and involved. Here is an example of a decision tree that moves along choices in groups of up to three:

Once we offer more than three choices, we start adding noise and unnecessary complexity that result in diminishing returns and customer confusion.