The Dodge Dart is a newcomer to the game, but an incredible competitor for sports car enthusiasts. Just to add another level of incentives, the Dart comes with 10,000 possible personal choices including color, interior, wheels, dashboards and other. Your Dart can truly be your Dart.
Chrysler Group LLC’s newest compact car will be available in five different basic styles, 12 different exterior colors and up to 14 different interior color schemes, including black and ruby red, and “diesel gray and citrus.” Buyers will pick from up to seven different wheel choices and can get a dashboard they can personalize to show either digital performance data, or virtual analog gauges.
The array of choices is designed to appeal to drivers in their 20s and 30s, says Richard Cox, director of the Dodge brand. Chrysler, which has long been weak in compact cars, concluded that offering more customization and technology was a way to stand out.
Rivals including Ford Motor Co., Honda Motor Co. and Hyundai Motor Co. don’t offer anything close to this level of à la carte customization. They are sticking with a model of offering a limited selection of options packages amid a desire to keep costs down and research suggesting many consumers find sifting through complex product decisions a tedious chore. Just like cable customers usually have pay for a bunch of channels to get ESPN or HBO, car buyers typically can’t get, say, a digital infomatics system without fancier, pricier features such as a moonroof.Click to Read More
