DaimlerChrysler considers European launch for Dodge

DaimlerChrysler, the parent company of Mercedes-Benz and Jeep, is considering launching its Dodge brand, acquired by Chrysler in 1928 and famous for its pickups, in Europe.

DaimlerChrysler executive vice-president of global sales and marketing Jim Schroer is evaluating the possiblility of launching the brand outside the US. Speaking at a classic car show in the US at the weekend, he said: “There is a niche market in Europe for small pick-up trucks.”

Schroer also says that the Dodge marque will expand overseas only as a family of vehicles, which will keep their American style, adding: “If and when we do it, the brand will be the same as it is here.”

The potential for the launch has been triggered by the development of the Dodge M80, a mini-pick-up concept that was displayed at the Detroit Motor Show in January. Dodge is well-known in Europe for its Viper sports cars, which are entered in the annual Le Mans 24-hour endurance race held in France.

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