The Dodge name is not exactly a familiar one in Ireland and, given the fact that until two years ago almost 80 per cent of all the company's sales in the United States were trucks, this is likely to remain the case for some time.
Like other American companies Dodge has become a great deal more global in its outlook (it is part of the Daimler Chrysler group) and is looking to Europe in an attempt to bolster its production, profits and profile.
Until now we have only been familiar with Dodge in the shape of the Dodge Viper, a car that made its debut as a pace car for the Indianapolis 500 with an 8.0 litre V10 engine.
Nowadays it has an 8.3 litre engine with 504 bhp.
The car Dodge has now chosen to make its European volume debut is the Caliber (pictured), a car that crosses the mini MPV concept with that of a compact. This approach, coupled with an unmistakeably American design philosphy, makes for a pretty unique look when the Caliber is placed alongside European competitors.
It has huge headlights, a classic Dodge crosshair grille, very large wheels and a short rear overhang. To some it will look like a mini Hummer with a coupé profile, while to others it will have an appeal as a strongly-built car with a more American than European appeal.
In fact, Dodge says the car will appeal strongly to those who are well disposed to American products and the customer profile is likely to be men in their late 30s.
The Caliber comes to Ireland this summer and the most important part of its promotion - quite apart from the orginal "muscle car" profile - is going to be pricing. Dodge's strategy is to undercut other manufacturers by about ten per cent. Thus the price for the entry-level 1.8-litre petrol version will be about €22,000 and about €26,000 for the 2.0-litre diesel version, which is fitted with a well-proven VW turbo engine.
There is also a 2.0-litre petrol version with a continuously variable automatic transmission system. Standard equipment on the SE entry-level version will be 17-inch wheels, front and side curtain airbags, sports suspension, a fold flat front passenger seat and folding rear seats, but no air-conditioning.
The SXT specification, which costs about €2,000 more, includes an air-conditioned storage area in the glove compartment, alloy wheels, cruise control, traction control, a chrome grille and front fog lamps.
The car drives well and seems to have been adequately tested on European surfaces during development but most of the weight of this heavy car is in the front and this can afffect handling.
The interior looks dated by European standards with big areas of plastic making up the dashboard. Instrumentation is clear and there is generous space for driver and passenger.
The Caliber will be an interesting arrival on the market but it will take some time for Dodge to become an estalished name.