Dodge introduced this week the "Dodge Dart Registry," which is an online program that grants people "a creative way" to raise money toward the purchase of a new Dodge Dart. The program allows friends and family to help interested customers by donating money towards the overall purchase amount.
The Dart Registry option allows consumers to configure and customize a Dodge Dart, and then set a goal for the amount of money they need to raise in order to purchase the vehicle. The website allows consumers to customize different aspects inside and out of the vehicle like the steering wheel, shifter, engine and seat.
Click here to view the online Dodge Dart Registry program.
"Establishing an online registry is another example of how Dodge continues to create 'New Rules' with the Dodge Dart," said Oliver Francois, Chief Marketing Officer, Chrysler Group LLC in a company press release. "The registry is designed to make the process of configuring and buying a new Dart more social than ever, in a way that has never been done before. Now, 'New Rules' transcends not only how we design, build and market a car, but redefines how consumers can purchase a new vehicle by mobilizing friends and family to help."
After you have designed your vehicle, you also have the option of sharing your desired goal amount on Twitter and Facebook to spread the word about either your desire to own a Dodge Dart, or to try getting family and friends to donate towards the cause. The social media option also allows interested customers to thank people who have donated.
The innovative program is scheduled to launch a 30-second advertisement titled "How to Change Buying Cars Forever" on Jan. 20. The ad will be shown during the broadcast of the NFL National Football Conference Championship Game, and will explain how the registry works online.
The commercial features the song "No Church in the Wild," recorded by Jay-Z and Kanye West on their collaborative album "Watch the Throne." The spot showcases a rapid-fire look into how the program works, specific reasons why people should consider the registry option, with a little bit of humor thrown in as well.
"Just as the Dodge brand has redefined what a compact car can be with the outstanding style, fuel efficiency and class leading safety and technology of the all-new 2013 Dodge Dart, we are also breaking new ground by creating fun and innovative ways for consumers to interact and purchase one," said Reid Bigland, President and CEO of Dodge Brand in the press release.
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