Dodge recently announced that it will be teaming up with the rapper Pitbull to sell its 2013 Dart.
The company said that the compact car segment is the largest and most competitive segment in the automotive industry. Millennials represent a large percentage of the appeal in that market and Dodge believes Pitbull will be a good person to connect with the generation.
"Like the original, the new multicultural 'How to Change Cars Forever' spot uses the same dose of fun, creative license and Dodge brand humor to capture the meticulous process of starting with a simple idea and developing it into a revolutionary new car," said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. "Pitbull is a great fit for the Dodge Dart as both are hip, innovative, and relevant to millennials, yet also have cross-over appeal."
Last month, the Dodge Dart was named to Kelley Blue Book's list of the 10 Coolest Cars Under $18,000. Jack Nerad, an executive director with Kelley Blue Book, said that automaker's these days are making it easier to pay less for vehicles. However, that does not mean they have to sacrifice on cool.