Starting next month, Dodge will shorten its tagline from “Grab life by the horns” to “Grab life,” in order to appeal to more car consumers rather than just Dodge’s tough truck drivers. The slogan “Grab life by the horns” started appearing in Dodge commercials in 2001, started by the former Vice President of branding, Jeff Bell.
With new cars like the Avenger sedan and the Caliber, Dodge is targeting more young buyers and families and using the “Grab life” slogan brands Dodge as a less aggressive and masculine car.
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