NASCAR WCUP: Dodge Thinks 'It's Time' For a Different Approach to Race Marketing

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15 October 1999

Dodge Thinks 'It's Time' For a Different Approach to Race Marketing

    NEW YORK, Oct. 15 -- Dodge's entry into NASCAR's most popular
series promises to be anything but ordinary.  In fact, it's very different.
"Dodge Different," a central theme in all Dodge advertising, will be the
inspiration for all aspects of the Dodge Winston Cup program.  The different
approach begins with the unique structure of the program partnership, includes
top-notch talent like Ray Evernham and as the countdown to the 2001 Daytona
500 begins, will be highlighted in dealer promotions, national advertising and
track and fan events.
    Perhaps most different is the structure of the program partnership.  Dodge
Division and its almost 3,000 dealers will jointly partner in the race
program.  This venture represents new ground in the motorsports arena as the
partnership between dealers and brand will field at least two teams and more
than five cars using the award-winning Dodge Intrepid.
    "Dodge dealers all around the country realize 'it's time' to go racing.
Our owners, customers and our employees will love the opportunity to cheer for
the Dodge brand," said Carl Galeana, owner of Van Dyke Dodge in Warren, Mich.,
and past Dodge Dealer Association Executive Committee Chairman.  "The dealers
are proud to help give them the opportunity to cheer for Dodge NASCAR Winston
Cup.
    "Winston Cup is all about performance and excitement, and who better to
capitalize on it than Dodge.  It's the performance brand in America," said Jim
Julow, Vice President - Dodge Division.
    "It's no secret that Winston Cup fans are vocal supporters who speak with
their pocketbook," Julow added.  "With a diverse audience that matches Dodge's
diverse product line, our dealers and the brand have found a perfect match."
    Local Dealer Advertising Associations (DAAs) will support the program and
leverage its Winston Cup involvement with national as well as local dealer
promotions, local and national advertising and racetrack events in local
dealer markets.
    "Through programs like the Viper Owners Club, Turbo Diesel Register,
NASCAR Truck, American LeMans and partnership with Universal Studios, Dodge is
building stronger and stronger relationships with its growing list of
customers," said Julow.  "The Winston Cup program gives Dodge customers one
more reason to say, 'I'm proud to be associated with Dodge'.
    "Recently, we renewed our commitment to being different in everything we
do from offering unique products that appeal to a wide audience to our
announcement today of a unique and different approach to the Winston Cup
series," said Julow.  "The dealer and manufacturer partnership is certainly
different and reflective of the consensus that 'It's Time' to go racing."
    "Dodge 500" Countdown to 2001 Daytona 500: 493 days; 1 hour; 15 minutes