100 years of | background Dodge: A Rich History or 100 years, Dodge , and SUVs have defined the powerful, dependable American . Millions of people have Fbought them and loved them. They’ve set records on the racetrack, defined the American era and helped build the nation with hard-working pickups and commercial vehicles. It’s clear: America wouldn’t be the same without Dodge. From its roots in 1914 to its lineup of thoroughly mod- ern, efficient cars and crossovers today, Dodge vehicles have helped generations of Americans get to school, work and home safely and in style. It was its earliest days, though, that put Dodge on the road toward success.

FIRST VEHICLES Hundreds of small manufacturers built cars when Dodge was launched after the turn of the 20th century. It was the most competitive and innovative period in automotive history, just as the industry was being formed, but Dodge vehicles stood out from the very beginning. After the company was formed in 1914, more than 45,000 cars were built and sold in 1915, which set a record for first-year sales at the time. Not even Henry Ford had managed to sell that many cars in his first year. Dodge’s vehicles were also advanced for the time. They were the world’s first touring cars with all-steel bodies to be mass produced, bringing a new level of quality and value to the market.

A ROLE IN HISTORY Dodge’s vehicles even played a role in America’s bor- der skirmishes with the Pancho Villa. General John J. Pershing had been fighting the Mexican outlaw’s forces along the United States’ south- ern border. When 250 Dodge touring cars were success- fully used during the campaign — playing a role in Pancho Villa’s defeat — it enhanced the reputation of Dodge cars for dependability and toughness. By 1920, Dodge was the second best-selling vehicle in America. It would remain one of the nation’s top vehicle brands for many decades to come, eventually being pur- chased by the company, where it remains today. 100 years of dodge | the founders Behind the Name John and Horrace Dodge were automotive pioneers odge Brothers, Inc., was formed by John and Horrace Dodge in D1914. It wasn’t their first work in the auto industry, though, as they had built an excellent reputation making transmis- sions for the Olds Motor Works and engines for Henry Ford. In fact, some of the most famous early American cars were built using the Dodge brothers’ engineering and mechanical knowledge.

EARLY FORD LINK The Dodge brothers are pictured in one of their The Dodge brothers had very humble early cars. beginnings, but their combination of work ethic, mechanical expertise and with Ford over the company’s finances. business acumen helped them find suc- cess in the early American auto industry. After building the transmissions for ON THEIR OWN Olds, the Dodge brothers agreed to an The Dodge brothers struck out on their exclusive contract providing engines and own — a risky move — raising $5 million other mechanical parts for Ford. They in common stock in 1914 for their new dropped Olds as a customer and shifted company, Dodge Brothers, Inc. to help Henry Ford build his empire. Based on the reputation their early cars They also made a savvy business move: were earning for longevity and toughness, entering a contract with Ford in exchange they started a new trend in advertising. for 10 percent of the company’s stock. They repeatedly used the word “depend- As the Ford company began its meteor- ability,” something that resonated with ic rise, so did the fortunes of the Dodge buyers, as they sold more than 1 million brothers. While partnered with Ford, they Dodge vehicles by 1925. became the world’s largest manufacturer The Dodge brothers themselves didn’t of automotive parts and saw their Ford live to see that milestone, though. John stock price rise enough to make them Dodge died in January 1920, and his wealthy men. younger brother Horrace succumbed in After 12 years of intense growth and December of the same year. tumult, though, the brothers decided to Their company’s legacy, though, would start their own company after fighting live on for a century. 100 years of dodge | trucks American Strength ith their cars gaining a reputation for toughness and long-lasting American strength, it was only logical for Dodge to make a move W into the commercial market. The beginnings of this shift a new option for pickups, started early in the company’s offering strong engine lineups history. In 1917, just three and four-wheel drive. Still, it years after its founding, never sold in huge numbers Dodge started building what — averaging 100,000 per year it called “commercial cars” for in the early years — until a the work market. Ambulances revolutionary new design was and screen-sided business unveiled in 1994. trucks were offered for sale The new Ram was given a and grew popular. new front end that mimicked Soon Dodge was branching the look of a big-rig truck, out into new types of work with tough performance cre- vehicles — chassis cabs, pick- dentials to match. It was also ups, panel delivery trucks and a huge sales success, quadru- more — that helped build pling sales figures to around America in the early 20th cen- 400,000 units by 1996. tury. Today the Ram continues to set new standards for the pickup market as it has MILITARY POWER branched out into its own, Dodge cemented its place distinct truck brand. in the truck market with a Not only is it capable of partnership and eventual doing more work than ever acquisition of the Graham heavy-duty engineering even sirens. scheme with 150, 250 and 350 before — with incredible tow- Brothers medium-duty truck helped to win World War II. The contribution was stag- to indicate the half-ton, three- ing and payload capacities — company. That meant Dodge During the war years, Dodge’s gering, including 500,000 mil- quarter-ton and one-ton ver- but it’s also more comfortable dealers would have a full line production was converted to itary trucks and 18,000 air- sions of the truck. and efficient than trucks tra- of trucks to sell alongside help the war effort, building craft engines. The Ram gave truck buyers ditionally have been. their passenger cars. parts for weapons, tanks, Dodge’s expertise in ships, aircraft and air raid By 1981, Dodge had decades of experience build- ing some of the best trucks in America. It took all this exper- tise and used it to launch a new truck brand, Ram, which was named for Dodge’s ram’s head logo. The new Ram brand would compete directly with Ford’s popular F-Series pickups, even using the same naming 100 years of dodge | legendary power Muscle-Car Heritage

or many car lovers, one period in automotive history defines the epitome of American power and style: the Fmuscle-car era. And Dodge plays one of was first introduced in 1953 building some of the best- the biggest roles in this mus- on the Coronet, allowed for known cars of the era — many cular heritage. higher compression and of which sell for huge money In the 1960s and early ‘70s, more power to be generated when restored today. drivers of all ages aspired to from its V8 engines. Some of America’s most drive Dodge cars because of The HEMI not only pow- memorable muscle cars were their awesome, tire-smoking ered some of Dodge’s most built by Dodge, including the power and sleek, aggressive legendary muscle cars in the Charger R/T, Coronet R/T, the styling. 1960s, but it also led to Lee Super Bee and the Challenger. Petty winning Dodge’s first Unfortunately for horse- HEMI ENGINES NASCAR race and setting power lowers, the 1973 oil world speed records at the crisis that sparked skyrocket- One of Dodge’s biggest Bonneville Salt Flats. contributions to the mus- ing gasoline prices meant the cle-car era is the develop- end of America’s love affair ment of an engine with a FAMOUS NAMES with giant V8 engines. It was hemispherical combustion Buyers loved the idea of put- the end of the muscle-car era chamber — the HEMI, as it’s ting powerful V8 engines into — but not the end of Dodge’s known today. small or mid-size cars, and emphasis on performance in This new design, which Dodge was happy to oblige by the decades to come. 100 years of dodge | influence A Continuing Legacy ecause so many people have fond memories of driving their Dodge cars and trucks, it makes sense for the brand to dip into its Brich background to influence the design of today’s vehicles. While the technology used new brands based on its most to produce vehicles has popular products. changed dramatically — Its performance cars, for including in-car electronics example, are now sold under and high-tech powertrains the SRT brand, which stands that early Dodge buyers for Street and Racing couldn’t have dreamed of — Technology. It’s no longer Dodge still looks to its history called the , but to influence what it builds the SRT Viper. And the SRT today. moniker is affixed to Dodge’s The Dodge values of fastest, most powerful vehi- dependability, performance, cles, like the Challenger SRT8 style and affordability still res- and Charger SRT8. onate with buyers today. The same thing is happen- ing to Ram trucks. Today, the distinct Ram MODERN Trucks brand is now separate MUSCLE CARS HEMI V8 engines that make a They also bear some of the American styling — these are from Dodge cars, without the The most obvious area ridiculous amount of horse- same names, like the true dream cars. word “Dodge” appearing on where Dodge’s history power. The high-performance Challenger, Charger and any of the pickups. informs its present is in its versions of these cars even Super Bee, and have 1960s-in- But the Ram truck’s roots current lineup of vintage-in- feel at home on the racetrack, spired styling. BRANCHING OUT with Dodge starting a century spired muscle cars. just like Dodge’s early For people who remember One of the interesting ago make it a big part of Just like the classic Dodge NASCAR racers, with sporty fondly the muscle-car era — things in the past six years has Dodge’s heritage today, cars of the 1960s, these new suspensions, rear-wheel drive or drivers who wish for that been watching how Dodge is regardless of what brand is are available with and excellent handling. same sense of power and branching out to create all- named on the truck tailgate. 100 years of dodge | viper World-Beating Power rom the very beginning, raw American power has been a part of the Dodge formula. But perhaps no Dodge vehicle exemplifies this more Fthan the Viper, a modern-day supercar. Launched in 1992, Dodge created a huge splash with the V10-powered Viper, which is essentially a street-legal race car. Since its launch, the Viper has always been one of the world’s fastest and most desir- able vehicles, competing with exotic Ferraris and that cost twice as much and still can’t match its sense of over-the-top power and American-style speed.

RECORD PERFORMANCE Ever since its NASCAR days, Dodge has been a winner on the racing circuit. But with the introduction of the Viper, Today’s Viper, sold under the SRT umbrella, remains one of the fastest cars in the world. Dodge began breaking FIA GT Championship, records and winning some of SETTING THE TONE , the most prestigious records Not only has the Viper set FFSA GT Championship, the globally. new standards for perfor- Euro GT Series and the GT Viper’s full-blown racing mance cars, but it also is con- Championships in Belgium, version, the GTS-R, has won tinuing to set the direction of Italy and Sweden. many endurance races since the Dodge brand as a whole. Today’s Viper continue to its introduction in the late It’s aggressive, sporty, fun and win on race circuits and in 1990s. represents a good value for the the hearts of buyers. The A Viper was the class win- category it competes in — all street-legal version of the ner at Le Mans in 1998, 1999 traits that filter down to the rest 2013 Viper had an all-alumi- and 2000, and it’s been the of Dodge’s fun-to-drive lineup. num, 8.4-liter overall winner at the Nurbring For performance and racing that makes 640 24 Hours in Germany, Rolex enthusiasts alike, along with a and 600 pound-feet of 24 Hours at Daytona and the generation of car lovers who torque — the most torque of Spa 24 Hours in Belgium. have grown up dreaming of any naturally aspirated It’s also been the overall driving one someday, it’s an engine in the winner in many international important part of Dodge’s world. racing series, including the modern-day heritage. The 1992 Dodge Viper set a new standard for American performance. 100 years of dodge | looking back Historic Advertisements ower has always been a central theme of Dodge advertising, from the “floating power” of 1932 to the muscular Challenger of the Pearly .

Dodge had its own news magazine in 1969, where it This advertisement for the 1972 announced the production Rallye says it’s “inexpensive to buy, to run. About as of the 1970 Dodge quick in the legal range as anything its size.” Challenger with a cover story.

Dodge advertised its new Eight in 1932 with this graphic calling the car “free wheeling.” 100 years of dodge | the great one Challenger History lthough the Dodge Challenger was the last entrant in the ranks of ’s Big Three, it arrived with something its competitors Adidn’t have: the greatest range of powertrain choices in the industry, from the small but durable 225-cubic-inch “Slant Six” to the fearsome “Elephant Motor” – the 426 HEMI.

And although it lasted only eral government mandated five model years, the Dodge new bumper-impact stan- Challenger became one of the dards that resulted in the only most storied muscle car name- changes to the Dodge plates in automotive history, Challenger exterior – 5-mph with meticulously restored and bumpers equipped with large rare examples today selling for rubber guards that extended six-figure prices. out from the bodywork. Under the hood, the six-cyl- inder engine was no longer 1970 available; the 150 horsepower The Dodge Challenger 318 cubic-inch V-8 was stan- made its debut in the fall of dard, with the 240 horsepow- 1969 as a 1970 model. While it er 340 cubic-inch V-8 as the shared Chrysler’s “E-body” only option. short-deck, long-hood plat- form with the third-genera- tion Barracuda, 1974 Dodge Challenger’s wheel- With insurance rates for base was two inches longer, performance cars skyrocket- creating more interior space. ing, more safety equipment The Dodge Challenger was led the short list of changes originally offered as either a tomize their cars with twin- 1971. Dodge produced 50 inch Slant Six with 110 horse- for the 1974 model-year two-door or convert- scooped hoods, “shaker” Challenger pace power, the 318 cubic-inch V-8 Dodge Challengers. ible, in base, SE (Special hoods and rear deck wings. car replicas, all painted HEMI with 150 horsepower and the Inside, the lap and shoulder Edition), R/T (Road/Track) For the 1970 model year, Orange with white tops and 340 cubic-inch V-8 with 240 belts were equipped with an and T/A (Trans Am) trim. But just over 83,000 Dodge interiors. horsepower. All were inertia reel. In addition, there it was the range of powertrain Challengers were sold. equipped to use the then-new was a federally mandated choices that was truly remark- unleaded fuel. seatbelt-ignition interlock, able, with nine different 1972 With convertible sales in which prevented the car from engines ranging from 145 to 1971 With escalating insurance steady decline over several being started if the driver or 425 horsepower. In 1971, designers made rates and new EPA emissions years, the 1972 Dodge passenger didn’t buckle up. Even the paint schemes subtle styling changes to the mandates, more changes Challenger was offered in In April 1974, Challenger said “performance,” with col- Dodge Challenger, providing came to the Dodge Challenger hardtop form only. production ceased. Over a ors including Plum Crazy and new treatments to the tail in 1972. five-year span, approximately HEMI Orange, accented with lamps and grille. Only three engines were 188,600 Dodge Challengers “” stripes. A Dodge Challenger paced available in the 1972 Dodge 1973 were sold. Customers could further cus- the race in Challenger: the 225 cubic- Beginning in 1973, the fed- — Dodge Public Relations 100 years of dodge | modern cars Dodge’s Lineup Today ew companies last 100 years, and even fewer are growing and thriving more than a century after they were founded. But Dodge is one of those Fspecial few, a company that has held strong to its core values of American dependability, performance, style and affordability through the years.

That serves it well today, position- ing Dodge for more growth as it expands and moves into the future.

CROSSOVERS One of the ways Dodge is serving modern American families is through its lineup of efficient, refined, easy-to- drive vehicles. Crossovers have become the most popular family cars in recent years thanks to their combination of fuel efficiency and versatility. They’re like SUVs that drive better and get more miles to the gallon. Dodge has been in a particularly good place to benefit from this move- ment because of its experience in trucks and SUVs. The SUV, for example, gained a reputation for toughness and comfort when it Dodge Durango

was introduced on a truck platform tioned well for family transportation nimble and zippy. years ago. going forward. The design for the Dart comes from Today’s Durango, though, rep- Dodge’s Italian partners at the resents the best of the Dodge brand. brand, which explains its European It’s built on a car-based platform now, EFFICIENT CARS driving feel. This new infusion of While Dodge has long been known which means that it gets dramatically for its powerful muscle cars, its new technology, styling and a fun-to-drive better gas mileage and has a smooth- lineup of sedans is focusing more personality fits perfectly with Dodge’s er ride than traditional SUVs, without than ever before on fuel-saving tech- historic values, though, offering a lot sacrificing that SUV versatility that so nologies. of performance and smiles for the many families love. The new is a great money. Dodge’s other, smaller crossovers, example. While its name is pulled It’s just one example that, while Dodge Dart like the Journey, offer even better gas from Dodge’s rich history, its driving Dodge is changing and globalizing, it’s mileage. It leaves the brand posi- feel is much more European — light, still an all-American brand at heart.