Will 'Fast and Furious' Accelerate Dodge Dart Sales?
The return of Michelle Rodriguez as the ostensibly back-from-the-dead Letty Ortiz in “Fast & Furious 6,” roaring into theaters May 24, has been a key element in the film’s prerelease marketing. Similarly, the resurrected-for-2013 Dodge Dart is ready for its close-up in the latest edition of the immensely popular Vin Diesel-fronted street-racing saga. But will the movie spark sales of the slow-selling compact?
While “Fast & Furious 6” is likely to be quick off the line on its way to box-office success — its predecessor, 2011’s “Fast Five,” bowed to a reported $86 million — early sales of the 2013 Dart have proved neither fast nor furious in its crowded segment. The automaker is no doubt hoping the Dart’s prominence in both the film and a cross-marketing campaign will help raise its public profile, as similar product placement in “Fast Five” did for the Dodge Charger two years ago. A fleet of Chargers will return for some more screen time in the new film, along with the current SRT Challenger and a vintage Charger Daytona, according to the Wall Street Journal.
Watch the Dart advertisement/instructional video above to learn “How to Make Your Car Fast and Furious.” Although the video doesn’t contain the standard disclaimer, we recommend you don’t actually try this at home — leave it to pros like Diesel, Rodriguez and franchise-latecomer Dwayne “The Rock” Johnson.
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