Interesting new twist to automotive marketing from Dodge.
The Chrysler division is trying to promote their new Dodge Dart (which is really just an old Alfa Romeo) as a smart, hip and cool car for the twenty-something crowd. As part of the effort, they have hit upon a unique solution to the barrier of ownership that many young people have - money.
Instead of touting low finance rates or steep discounts, Dodge is telling their target audience that they can actually get other people to buy a new Dart for them! How awesome is that!
Dodge has set up a website (www.dodgedartregistry.com) that mimics a wedding registry. Wannabe Dart owners simply ask family and friends to log on and "buy" certain parts of the vehicle, like wheels, seats or the engine. Accumulate enough gift givers and you can reduce the retail price of the vehicle. It is a new, personal form of crowdsourcing.
While I sincerely doubt I would contribute to somebody else's new car (at least not while I am still making monthly payments on my own salt-encrusted Jeep), I must give the folks at Dodge credit for creative thinking.