Automaker Lets Friends Sponsor Your Car Purchase

Kudos to Dodge for being the first to capitalize on the crowdfunding craze. Last week, the Chrysler brand launched the "Dodge Dart Registry," a new online program that provides a creative way to raise money toward the purchase of a new Dodge Dart. The Dart Registry, DodgeDartRegistry.com, allows consumers to configure and customize a Dodge Dart, and set a goal for the amount of money they want to raise to fund it. It then itemizes components of the car—like a steering wheel, shifter, seat, or engine—allowing friends, family or anyone to sponsor the specific parts.

“Establishing an online registry is another example of how Dodge continues to create ‘New Rules’ with the Dodge Dart,” said Oliver Francois, Chief Marketing Officer, Chrysler Group LLC. “The registry is designed to make the process of configuring and buying a new Dart more social than ever, in a way that has never been done before. Now, ‘New Rules’ transcends not only how we design, build and market a car, but redefines how consumers can purchase a new vehicle by mobilizing friends and family to help.”

“Just as the Dodge brand has redefined what a compact car can be with the outstanding style, fuel efficiency and class leading safety and technology of the all-new 2013 Dodge Dart, we are also breaking new ground by creating fun and innovative ways for consumers to interact and purchase one,” said Reid Bigland, President and CEO – Dodge Brand.

The “How to Change Buying Cars Forever” spot and registry website were created by the always brilliant ad minds at Wieden+Kennedy. In addition to television ads, the registry will be supported through social media and digital advertising.

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