Dodge is eager to replicate the excitement that it conjures up in the social media world through to its dealerships in the United States. To do so, it has launched its Power Brokers dealership network.
The car manufacturer has an aging fleet of vehicles relative to its rivals but continues to enjoy strong sales thanks to clever model year and performance upgrades, a strong social media following, and edgy advertising aimed at younger car enthusiasts. While recently speaking with Auto News, Dodge chief executive Tim Kuniskis said the updated dealer network is the latest step in making Dodge a brand closely associated with enthusiasts.
The Power Brokers dealership network launched in March and has 100 stores in 34 states across the country. These dealerships offers the very best customer service and exclusively handle Dodge’s Direct Connection range of performance parts that can be installed without impacting a vehicle’s warranty.
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The LaFontaine Chrysler-Dodge-Jeep-Ram of Fenton in Michigan is one of the Power Brokers dealerships. Only the most dedicated car enthusiasts working at the dealer can join the Power Brokers team and are required to undergo comprehensive and detailed training courses.
“There’s over 40 brands in the mainstream market,” Kuniskis said when speaking to Auto News about the program. “There’s over 300 nameplates. There’s massive overlap. So if you don’t have an identity… you’re just going to keep recycling the same people that are within the brand and like the brand, and you’re never, ever, ever going to grow, and you’re never going to be able to change the positioning of the brand.”
Dodge does not require dealerships to make costly investments to join the program and marketing campaigns will help to promote the program, Kuniskis added.
“I’m going to turn my marketing lens, which is hundreds of millions of dollars and 3 million people a month coming to the website, I’m going to turn that lens on you,” he said of the dealers. “And I’m going to say to those 3 million people a month that are coming to my website, I’m going to tell them to come and see you.”
