Dodge Ushers in a New Electric Vehicle Era with the Dodge Hornet R/T
Photo Source: Stellantis
On April 2, 2024, Dodge unveiled an innovative marketing campaign titled “Inner Child Intervention” for the electrified Dodge Hornet R/T, its first muscle-inspired crossover. This unique approach encourages customers to reconnect with their adventurous younger selves, leveraging the electrified crossover’s impressive capabilities to reignite childhood dreams with a modern twist. The campaign highlights the Dodge Hornet R/T SUV’s exhilarating driving experience and unsurpassed torque, setting a new standard in the crossover segment.
Indeed, Tim Kuniskis, Dodge brand chief executive officer, elaborated on the significance of torque, a characteristic that is sometimes insufficiently valued: “The Hornet RT stands apart from other compact UVs, with 383 lb.-ft. of torque that gives drivers the kind of instant acceleration and engaging driving experience that is unheard of in the category.” He added, “As the first electrified vehicle from the brand – with our first fully battery-electric vehicle, the Dodge Charger Daytona, arriving this year – we know that when compared to horsepower, torque can sometimes be underappreciated. We’re launching this campaign to change that perception.”
The Details of Dodge’s Campaign
A 30-second national advertisement forms the campaign’s core, taking viewers on an adrenaline-pumping journey alongside a man and his inner child. This narrative aims to underline the significance of torque in enhancing driving pleasure, presenting the Hornet R/T as a high-powered crossover. Not only that, the “Inner Child Intervention” campaign extends beyond traditional advertising, integrating social media outreach with a special series dubbed “Torque for Newbs.” This series, tailored for Instagram and TikTok audiences, adopts a light-hearted approach to explain torque and its impact on horsepower.
The series comprises four videos that will be featured online in the coming weeks to comically inform torque amateurs on automotive terminology. For example, in one of the videos, the inner child recounts the tale of making a human slingshot and shooting his cousin Max across a parking lot. “That’s what torque is!” the inner child exuberantly illustrates. “Only instead of Max, we release the wheels.” By leveraging a mix of social media, broadcast, and online video platforms, the automaker aims to create a comprehensive promotional push for its inaugural crossover vehicle.
Unique Characteristics of the Hornet R/T
It is worth noting that the Dodge Hornet R/T is not just any crossover; it is outfitted with features that are either the best-in-class or exclusive to its class. These include high-performance Brembo brakes, all-wheel drive enhanced by dynamic torque vectoring, and an advanced dual-stage suspension system.
Moreover, the torque-loving inner child is particularly obsessed with the Hornet R/T electric vehicle’s PowerShot. This is an on-demand acceleration boost feature that further elevates its performance credentials. To clarify, Dodge’s first hybrid powertrain allows drivers to tap into the maximum electrical power to accelerate up to 60 miles per hour in merely 5.6 seconds. This marketing campaign is a collaborative effort between Dodge and GSD&M aimed at depicting the Hornet R/T crossover’s superior performance capabilities.
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