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Teaser images leaked from Dodge (okay, they were front and center on Dodge’s media site) of its upcoming 2012 crossover. Since we already knew the vehicle will be based on the 2011 Jeep Grand Cherokee platform, the most interesting part of the reveal is the SUV’s name: Durango.
Until now, it was rumored that the SUV might carry the name “Magnum,” which was most recently the name of an LX-platform wagon. The first patent drawings of the proposed Dodge crossover gave no hint as to the sport-ute’s name, and even our recent spy shots weren’t able to confirm anything conclusive.
Is it the right idea for Dodge to continue the Durango’s name? Ford banked on the notion that the Explorer name would carry its completely redesigned SUV for 2011.
The Magnum name carried a vehicle that was powerful and macho in its own right, but would Magnum ultimately be a tougher, burlier choice for the brand’s SUV? Or should Dodge resurrect an old name (Dart, anyone?), or go with a new name entirely?
Today’s Snap Judgment:
Should Dodge name its next SUV Durango?
Let us know what you think.
I’m not a marketing specialist, but I say lose the name. Chrysler has a real opportunity here to break from their past, which would be a good thing given the company’s sketchy reputation for reliability. I think it would in Dodge’s best interest to try and go for a younger buyer.
Keep the Durango name. It is familiar to people and has good conotation. Magnum has done well as a nomenclature for their engines but as a name for vehicles has not done so well. Consider that the most recent attempt to use the name resulted in an automobile who only lasted a few years. The last time the Magnum name was used on a car was in the late 70′s early 80′s and that vehicle only lasted a few years as a Magnum also. The Magnum wagon should be brought back as a Chrysler I believe, considering that many manufacturers are bringing wagons to market these days. By bringing it back as the top line vehicle there would be no need for a Chrysler Crossover or SUV and no cannibalism among the family brands.