Dodge Durango and Ron Burgundy: Marketing Genius

The 2014 Dodge Durango “Ron Burgundy” Marketing Campaign

The Dodge Durango debuted as a family-oriented full-size SUV in 1998. The all-American, rugged 4-wheel drive vehicle could tow up to 8,900 lbs., but did not have the most extensive features package. Over the next several years the company added many features to enhance the bare bones of the vehicle. Between 1998 and 2003, also known as the first generation of the vehicle, the company added a variety of different driving experiences with either 4WD or 2WD options, heated mirrors, wheel-mounted radio controls, standard SX speakers, new dash instruments, and revamped interior and exterior trim. The Durango had a lackluster run in the market. Sales peaked in 1999, only one year after the SUV debuted, and declined thereafter. Both the 2004 and 2011 redesigns of the Durango saw an increase in sales, but the Durango still trailed behind other manufacturer’s SUV models. Dodge revamped the Durango again in 2014, changing the exterior to match its sportier cousin, the Charger. The 2014 model still did not have many bells and whistles compared to other competitive full-size SUV’s on the market. Dodge needed a way to market their redesigned Durango that would once again bring the vehicle back into the forefront of consumer’s minds. Shifting the target market for the Durango from families to male Millennials, Dodge partnered with Will Ferrell and Anchorman 2 to create a marketing campaign comprised of 70 different and ridiculously hilarious 30 – 60 second commercials showcasing both the Dodge Durango and “Ron Burgundy” of Anchorman to reinvigorate interest in the Durango. The entirely digital campaign had a strong following, increasing overall Durango sales by 59 percent, making all the difference for the Durango’s bottom line.

The Durango marketing campaign is important because it demonstrates how redefining the target audience can reinvigorate a product. It also shows how a strategic advertising plan partnered with...