Dodge: We will be top ten [Sydney Australia]

SYDNEY MORNING HERALD, AUSTRALIA - -The boxy Caliber hatch marks the return of iconic American brand Dodge to Australia, but don't expect the muscle cars it's famed for, reports GLENN BUTLER.

Iconic American brand Dodge has returned to Australia full of boasting, bravado and big claims, determined to forge itself a top-ten share of Australian new car sales.

And while long term plans involve muscle cars and coupes the likes of which forged Dodge's reputation in the past, Dodge will initially offer economy-focused cars with more visual aggression than physical power.

The $23,990 Caliber hatchback may be the first Dodge passenger car on sale in Australia since the Phoenix was withdrawn in 1981, but it won't be the only one. Far from it, says Dodge – and Chrysler – managing director Gerry Jenkins.

"We will follow the Caliber with an additional new model roughly every six month," he told drive.com.au at the launch last week. Jenkins confirmed that the next Dodge would be the Nitro four-wheel drive, which shares underbody mechanicals with its Jeep Cherokee stable-mate, but wears its own distinctively Dodge body.

He said a Mazda6-size sedan – quite possibly the replacement for the US-only Sebring model – would land sometime in 2007, followed by a large sedan – Dodge Charger, perhaps – in early 2008.

"Our goal," says Jenkins" is to be among the top ten in Australia."

The entry point for top ten status is more than 25,000 sales per annum, or roughly 2000 per month. That is a lofty aspiration for a brand that expects to sell just 150 Calibers a month in the hot small car market – a segment ruled by the Toyota Corolla, Mazda 3 and Holden Astra, each racking up more than 2000 sales every month.

"When I say top ten, I'm not referring to Dodge alone," clarifies Jenkins. "I'm talking about the Chrysler Group which includes Dodge, Jeep and Chrysler".

In 2005 Jeep and Chrysler racked up more than 7500 sales, still a long way short of the top ten. But Jenkins is not deterred. He believes Dodge will slowly but surely build a strong following.

"Our research tells us that customers are tired of the bland offerings,"" said Jenkins. "The Caliber will appeal to owners looking for a car that stands out from the crowd, a car with attitude that gives them the flexibility to do more in terms of seating friends and storing gear".

There are two Caliber five-door hatchback models at launch: a 1.8-litre manual and 2.0-litre CVT automatic. A 2.0-litre turbodiesel and a 2.4-litre R/T sporty version will arrive by year's end.

The Caliber's styling may stand out from the crowd, its engine performance does anything but. The entry model 1.8-litre engine is glacially slow – Dodge's claimed 0-100km/h of 11.9sec seems overly optimistic - and the 'cooking' 2.0-litre model is little better.

The Caliber will enjoy stronger appeal for its fuel economy, rated at a miserly 7.4litres/100km on the combined city/hwy cycle. However, big sales aspirations will no doubt be kept in check by the high $28,490 entry price of the CVT auto – automatic transmission are preferred by small car buyers.