Dodge Hornet’s pitch to small crossover buyers
Sean Tucker, editor at Kelley Blue Book, noted that Dodge is looking to establish a niche as a speedster in one of the industry’s biggest segments. He thinks a 4% market share in the United States would be a reasonable goal. At the rate at which compact crossovers are selling this year, that would be around 85,000 annual sales.
Tucker said the Hornet will never be the RAV4 in terms of volume, and he doesn’t see Dodge marketing it as a vehicle that will meet everyone’s needs, but there is space to carve out in the segment.
“I’m trying to figure out what buyer is jumping into this segment right now saying, ‘I want a small compact crossover. What has the most power? “, Tucker said. “I don’t see right now that there’s a home for that person, so maybe that’s the niche that Dodge can carve out for itself. When you look at this car, you don’t say, ‘Well, that’s going to steal half the [Subaru] Forester’s audience, it’s gonna steal half of Jeep Compass’s audience.”
Randy Dye, president of the Stellantis National Dealer Council, said he thinks the Hornet will be a high-volume vehicle and is cut from the same fabric as Dodge’s other muscle cars, even though it didn’t have no rumbling V-8s.
Dye said Dodge’s decision to tout the Hornet’s performance when many in the segment are looking for other features is an example of the brand’s boldness. For Dye, this strategy is classic Kuniskis, and he thinks it will work.
“Kuniskis has already confirmed to the world that he’s certified insane, but in a very positive way,” Dye said. “The value statement of this car is significant. There’s a lot going on in this car. And the price, at least as I understand it, is going to appeal to a huge number of people.”