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  #37  
Old 10-09-2013, 05:58 AM
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Re: New Durango Marketing TV Spots

This is by far the best Durango Forum out there. Reading all of your post helped me make my decision. Why it does not sell better is probably because it is still a Dodge and many people have not been happy over the years with there reputation, myself included. When I began my search last year I did not even consider Durango because it was a Dodge. I looked at mercedes gl diesel, audi q7, gmc Arcadia, and chevy suburban. I really wanted a diesel with a third row. I even looked at grand Cherokee because diesel was being put in that (not enough storage space for me). When I looked at jeep and told dealer it was to small he said Durango has third row. I said no thanks I do not want a dodge and told him only reason I looked at jeep was for the diesel and walked out. I always keep an open mind and eventually looked at Durango last and liked it the best (mercedes gl 350 was nice, but price was high with not much negotiation). I like many of you looked at other car forums and they hardly exist. By the time I decided I was ordering a Durango I knew more about car then salesman and managers thanks to you guys and ladies. I had one dealer salesman and manager ask me what is the skid plate group lol.
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  #38  
Old 10-09-2013, 06:36 AM
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Re: New Durango Marketing TV Spots

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Originally Posted by Laureljoke View Post
Drove the Durango today, and pictured its future roaring around the state of Texas and thought "yep, this is awfully nice too, and we made the right decision." Expect we will feel this way for quite awhile.
I have yet to see a '14 Durango on the streets here in northern NJ. My company has an office down in Surgarland though, and I may be due for a trip down in a few weeks...I'll keep my eyes out for a Billet.
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  #39  
Old 10-09-2013, 06:55 AM
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Re: New Durango Marketing TV Spots

Just MHO, but Durango folks should also check out dodgedurango.net, the current home of the Durango Owner's Club which has been all-things-Durango since 1998.
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  #40  
Old 10-09-2013, 06:55 AM
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Re: New Durango Marketing TV Spots

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Originally Posted by Parsec View Post
..

Same here. But why is Durango so uncommon? Respectively, it should be selling better.
I think it has been for a few reasons:

1) Dodge historical reputation (not so great)
2) Durango reputation (If I recall, Gen 1 and Gen 2 were known for being "unrefined gas guzzling trucks")
3) I believe the majority of buyers in this segment tend to be "soccer moms", many of whom are more drawn to less "macho" styling. They tend to be less concerned with performance, and more toward space and refinement.

Number 2 changed drastically with the Gen 3 Durango, but I think the "damage" had been done to the model brand at that point. Then when Gen 3 debuted, even though it was a solid vehicle it seemed there was always a "better choice":

1) Want more room? Get an Enclave / Traverse / Acadia
2) Want more refinement, advanced tech? Mercedes GL, Acura MDX (and later Infiniti JX)
3) Want better (real or perceived) reliability? Toyota Highlander, Honda Pilot
4) Want to go with the familiar? Ford Explorer...

I think the drivetrain also hampered the '11-'13s. You either got a "gas guzzling hemi" or a V-6 with a transmission that was regularly panned in reviews.

So at the end of the day, the '11-'13 durangos ended up catering to a relatively small audience: Those who really liked the styling (typically guys), and those who wanted Hemi power. (Again, typically guys).

It's interesting that the Ron Burgandy ads also seem to still be catering to "guys". Indeed, I believe I read somewhere that Dodge sees the "target market" for the Durango as something like 40-50 year old males with families. ("Soccer Dads"). Incidentally, that is exactly my own demographic.

I think the combination of the '13 fire sale / clearance along with the Ad campaign has done a lot to raise awareness of the Durango. (I have seen many more '13 durangos on the streets over the past few months than ever before....by a long shot.) It will be interesting to see if the '14 can sell at prices that don't include heavy discounts.

The '14 is getting good reviews, and I'm waiting to see some head-to-head shoot-outs / comparisons. At that point, it's up to consumers to "forget" about the old dodge and give the new one a chance.
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  #41  
Old 10-09-2013, 07:35 AM
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Re: New Durango Marketing TV Spots

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Originally Posted by JoeyD View Post
I have yet to see a '14 Durango on the streets here in northern NJ.
...and not a one in southern NJ either, yet dealers do appear to have some in stock.
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  #42  
Old 10-09-2013, 07:49 AM
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Re: New Durango Marketing TV Spots

Quote:
Originally Posted by JoeyD View Post
I think it has been for a few reasons:

1) Dodge historical reputation (not so great)
2) Durango reputation (If I recall, Gen 1 and Gen 2 were known for being "unrefined gas guzzling trucks")
3) I believe the majority of buyers in this segment tend to be "soccer moms", many of whom are more drawn to less "macho" styling. They tend to be less concerned with performance, and more toward space and refinement.
1. True on the reputation piece even if not entirely factual. Our 2001 T&C was more reliable than our current 2005 Odyssey. We only replaced it because we needed a bigger tow vehicle and GMC gave us a great value on the trade.
2. We looked at a Gen 1 - we ultimately decided on the T&C because with little kids it just made more sense.
3. My wife isn't a soccer Mom any more (we're band/scout parents now), but she certainly leaned towards the Acadia (see below).

Quote:
Originally Posted by JoeyD View Post
Number 2 changed drastically with the Gen 3 Durango, but I think the "damage" had been done to the model brand at that point. Then when Gen 3 debuted, even though it was a solid vehicle it seemed there was always a "better choice":

1) Want more room? Get an Enclave / Traverse / Acadia
2) Want more refinement, advanced tech? Mercedes GL, Acura MDX (and later Infiniti JX)
3) Want better (real or perceived) reliability? Toyota Highlander, Honda Pilot
4) Want to go with the familiar? Ford Explorer...

I think the drivetrain also hampered the '11-'13s. You either got a "gas guzzling hemi" or a V-6 with a transmission that was regularly panned in reviews.
1. Yep. And we almost did. It wasn't my first choice and I rued the decision to stop and look at an Acadia on the way to a second drive of the Durango. I knew it hadn't changed much from the "Gen 1" Acadia we had as a rental car in 2004 or 2005.
2. All viable options, but certainly costing more $$ when similarly equipped.
3. Toyota and Honda - always the safe choice. Car as appliance means this is where most people put there $ automatically.

The net positive of the long decision process for us was that we ordered a 2014 which I knew would be better than the 2013 because of the 8 speed mated to the V-6. Had it come down to a 2013/14 Acadia v a 2013 Durango I might have let us go GMC.

Quote:
Originally Posted by JoeyD View Post
So at the end of the day, the '11-'13 durangos ended up catering to a relatively small audience: Those who really liked the styling (typically guys), and those who wanted Hemi power. (Again, typically guys).
My guess is you've nailed the general demographic pretty closely.

Quote:
Originally Posted by JoeyD View Post
It's interesting that the Ron Burgandy ads also seem to still be catering to "guys". Indeed, I believe I read somewhere that Dodge sees the "target market" for the Durango as something like 40-50 year old males with families. ("Soccer Dads"). Incidentally, that is exactly my own demographic.
Ha, ha. You've been targeted and will be assimilated.
At least there is some female representation here (Laurel, and my wife through me).

Quote:
Originally Posted by JoeyD View Post
I think the combination of the '13 fire sale / clearance along with the Ad campaign has done a lot to raise awareness of the Durango. (I have seen many more '13 durangos on the streets over the past few months than ever before....by a long shot.) It will be interesting to see if the '14 can sell at prices that don't include heavy discounts.

The '14 is getting good reviews, and I'm waiting to see some head-to-head shoot-outs / comparisons. At that point, it's up to consumers to "forget" about the old dodge and give the new one a chance.
I've seen a few more around here too, but nowhere near the volume of the competition (Acadia/Explorer/Highlander/Pilot, etc.) and I sort of like it that way.

I too am looking forward to some head-to-head reviews. After all a Durango beat the Pilot and the Explorer in a C/D comparo about two years ago
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  #43  
Old 10-09-2013, 07:58 AM
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Re: New Durango Marketing TV Spots

Just got my "production scheduled" e-mail from dodge . Joey, I think you nailed it on your comments.
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  #44  
Old 10-09-2013, 08:56 AM
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...and not a one in southern NJ either, yet dealers do appear to have some in stock.
None in southern Indiana, none yet at our dealership. I enjoy driving by their lot.....slowly.....and often
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  #45  
Old 10-09-2013, 08:58 AM
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Re: New Durango Marketing TV Spots

Quote:
Originally Posted by Laureljoke View Post
None in southern Indiana, none yet at our dealership. I enjoy driving by their lot.....slowly.....and often
Just to rub in the fact that they couldn't/wouldn't/didn't make the sale?

Nice...I like that line of thinking, and believe you me I've thought about doing a lot more than just driving by.
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  #46  
Old 10-09-2013, 09:02 AM
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Originally Posted by davewg View Post

Ha, ha. You've been targeted and will be assimilated.
At least there is some female representation here (Laurel, and my wife through me).
Yeah, baby!!
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  #47  
Old 10-09-2013, 09:16 AM
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Quote:
Originally Posted by davewg View Post

Just to rub in the fact that they couldn't/wouldn't/didn't make the sale?

Nice...I like that line of thinking, and believe you me I've thought about doing a lot more than just driving by.
Exactly! Initially said they couldn't order a 2014. Nice young sales guy had let me drive the 2013 multiple times with no pressure to buy, so I called again before I pulled the trigger. His comment was something to the effect of "even if I could order you a 2014 I couldn't TOUCH that deal. I say go for it, and enjoy." So I did. And I am.

As many of us have touched upon, early on it was difficult to even get a reply from sales people, especially from Internet inquiries. I've yet to hear back from a few folks who said " we will be in touch as soon as we can order a 2014 for you." It would help build the brand and improve consumer perceptions of Dodge, and Chrysler overall, if efforts to be proactive and enthusiastic at the local level were improved upon. Does that come from the top or from the GSMs at their dealerships? And then there is the perception of Chrysler service.....the very reason I haven't visited my local dealership yet for a few issues discovered after picking up in Houston.

I think the Durango in particular is a terrific vehicle offered at a fair price, especially when priced against the competition. Let's hope we do start seeing at least a few on the road as we head into calendar 2014.
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  #48  
Old 10-11-2013, 06:51 AM
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Re: New Durango Marketing TV Spots

Well, for better or worse, pretty much every major news channel, paper, and blog mentioned the ads in the last couple of weeks. Hell, it trended on twitter for a few days.

Compared to the previous ads (can you remember them? I can't...), this is a grand slam.
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