Chrysler: Dodge brand's strategy in China

Chrysler Group announced its sub brand Dodge will come to China by the end of this year, quoted from Chrysler in China recently.

It is a hot debating topic that once Dodge brand coming to the Chinese market, which segment will it be positioning is industry's concerns. Dodge brand was created in 1914, having sales stores in Europe, Asia, Middle East, Latin America and Africa.

"We have been positioning the Dodge brand as unique and individual, and currently it is seeking opportunities in the most potential automobile market ahead in the global." said the head.

That means distinctive brand image is its determinant factor in its China's strategy.

Before its coming to China, Chrysler (China) will promote the Dodge brand image in advance, to make its features known to the Chinese customers.

"Dodge brand has significance to the development of Chrysler Group as a whole in China," The CEO said, "Dodge brand aiming at a large number of customers who are totally different from those of Chrysler and Jeep brand. Its success is particularly important for us to achieve sustainable profit growth in China. "