Dodge Avenger

Boss gives Dodge UK deadline

It's only just been launched in the UK, but the clock is already ticking for Dodge.

Auto Express Car Reviews

Caliber has only just arrived – but sales chief Eberhardt says Dodge must achieve success in Britain quickly

By Chris Thorp

01st August 2006

In an exclusive interview, Chrysler Group boss Joe Eberhardt has revealed to Auto Express that the famous US marque has only until 2009 to prove it can be a success in Britain. And if it doesn't make the grade, the company could call time.

International sales chief Eberhardt said that, after three years, top brass would be able to "judge whether Dodge had reached its objectives". And while he refused to discuss sales targets, he claimed he'd be asking major questions, including "Have we established the brand?" and "Have we attracted enough customers?"

Now officially on sale, the model spearheading Dodge's UK return is the Caliber. It aims to offer a distinctive alternative to Ford's Focus, and represent "Dodge attitude".

However, many enthusiasts will agree that the reborn Challenger muscle car would make a bigger splash - only that machine won't go on sale in Europe. Instead, the next addition to Dodge's UK line-up will be the Toyota RAV4-rivalling Nitro SUV, due in summer 2007. This will be followed towards the end of next year by a Vauxhall Vectra-sized car, which will share its platform with Chrysler's fresh Sebring.

The maker is also trying to find a base for the Hornet supermini. The MINI rival was unveiled as a concept at last year's Geneva Motor Show, but is too short and wide to fit on a DaimlerChrysler platform, so bosses are searching for a partner company.