In a series of recent ads exploring the creation and evolution of Dodge and its famous Challenger and Charger models, the car maker harkens all the way back to its origins as the Dodge Brothers Company to evoke a sense of spirit and competitiveness. While these commercials are successful in eliciting the desired emotional response, the company isn’t quite telling the truth about John and Horace Dodge and their role in creating these popular muscle cars. To evaluate the truthiness of the Dodge Brothers history presented in these commercials, looked at the stories told in each of the ads. Origins Of A Brand The above commercial — the second of the ads to aired by Dodge — tries to establish the company’s origins. Dubbed “Ahead of Their Time,” it centers on the beginning of the Dodge Brothers Company and the differences between it and Ford Motor Company. “By 1914, the Dodge brothers quit Ford Motor Company and set out on their own,” the commercial proclaims. While this statement works to establish an environment of competition between the two companies, it implies that John and Horace were just a pair of Ford employees with dreams of stepping out on their own.
Comment on The Dodge Brothers Weren’t Ford Employees; Died Long Before The Challenger & Charger Were Made
Ashlee Kieler, The Consumerist
Fri, 03/27/2015 - 1:00pm
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