The Dodge Dart is an oddity. It’s been having a hard time finding buyers. The strange thing is, though, that the the ones who are buying it can’t figure out why the Dart isn’t in everyone’s driveways.
The Rockford Register Star has a great piece examine that the only problem with the Dart seems to be one of messaging. This is a view shared by both analysts and drivers who bought one. As one owner put it, “It’s the best-kept secret around.”
As any reader here may remember, the reviews prior to and following the release of the Dart were very positive. From Autoweek to the North American International Auto Show, the Dart pleased enough editors to make it on numerous “Best of” awards.
Chrysler even put together a good marketing campagin that included excellent commercials and even getting Tom Brady to be included in the ads.
However, the initial sales were sluggish. Chrysler believes a reason for this is because the majority of Darts had manual transmission while US buyers have a preference for automatics. Another is that the Dart had a six-speed transmission that, while popular in Eurpoe, is seen as underpowered here.
Chrysler is taking the steps to address these concerns in an effort to make the Dart more attractive to consumers. They already resolved the manual-only problem. That leaves the six-speed transmission which the plan is to include the Dart with the developing nine-speed transmission currently being built in Indiana.
Buyers think it’s only a matter of time before the Dart picks up popularity. A Total Quality Index done by Strategic Vision showed that the Dart was the top ranked compact sedan this year. The company further elaborated on the buyer’s love for the Dart by saying “What you have in the Dart is a car that the buyers love, and Chrysler and Dodge need to do a better job of getting that message our to consumers. It will be a powerful message.”
The Dodge Dart seems to need time to grow. The people behind the wheel are coming away extremely satisfied. It may just be a late bloomer. “The Dart is going to get a second and third chance with the public. Chrysler is becoming more focused in its marketing of the car. You’ll see sales continue to grow” says Chris Chaney, Senior VP at Strategic Vision.
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