New Marketing Campaign for the 2023 Dodge Hornet PHEV

“Taking the country by swarm.” That’s the most recent tagline from muscle car automaker Dodge. A new marketing campaign has begun, driving (no pun intended) in two different directions, and there are two things the automaker is pushing to the forefront of everyone’s minds – the final and seventh “Last Call” model with cryptic ads, and the all-new 2023 Dodge Hornet PHEV. Already available with a GT trim to the main public, this is the first alternative fuel vehicle by Dodge. To introduce this PHEV to the masses, the brand’s new marketing campaign, “Swarming the Nation,” takes a whole 90 seconds to hype up the Dodge Hornet PHEV.

“As our first ever electrified performance vehicle to enter the market, the all-new Dodge Hornet signals that a new breed of electrified performance is here, and it is here to change the game…With looks, feel and performance that are pure Dodge, the Hornet offers the best driving dynamics, a full lineup of segment-exclusive performance features, the best standard technology, as well available Direct Connection factory-backed performance upgrades, the Dodge Hornet is uniquely positioned to shake up the mainstream compact-utility vehicle (CUV) segment.” – Tim Kuniskis, Dodge brand chief executive officer – Stellantis

Although the ad gives off the sense of a horror flick, maybe even reminiscent of Hitchcock’s “The Birds”, where the general public is in terror of a new breed of hornet swarming across the nation. Conspiracy theorists and nut-jobs, reporters, and everyone is talking about the new hornet. The catch, of course, is the excitement being stirred up across the U.S. is the all-new Dodge Hornet. The above ad can be found on YouTube and on the brand’s social media channels in the full 90-second version. A shorter, 30-second version will be run on television, and 15-second teasers will also be featured on the Dodge brand’s social media channels. The “Swarming the Nation” marketing campaign was developed by the Dodge brand in partnership with GSD&M.

Staying true to its choice of choosing self-proclaimed influencers of social media, like how the brand chose its Chief Donut Maker. Several “prominent” TikTok and Instagram influencers were chosen to appear in the final broadcast spot and social media content, to build buzz about the new Dodge Hornet PHEV and “spread the word”. Personally, I don’t think an automaker like Dodge ever needed people so build up their lineup.

When it comes to the outrageous price the 2023 Dodge Hornet PHEV is going for though, how could people not go nuts over it? With a starting MSRP of under $30,000 (excluding the destination fee), that’s a really surprising price for a PHEV. Many competitors start in the range of $40-50k. Secondly, this is the first PHEV from the automaker. To put so much faith into its success that the brand can afford to offer it at such a low price is a testament to the all-new Dodge Hornet, equipped with class-exclusive and best-in-class performance features, from powertrain to suspension, braking, steering, and handling. This includes the class-exclusive PowerShot, initially introduced for the Hornet PHEV, an on-demand feature that adds horsepower (a small boost of 25 horsepower for 15 seconds) with the push of a button. Able to accelerate from 0-60 mph in just 5.6 seconds, the model comes standard with all-wheel drive (AWD) with dynamic torque vectoring, and offers available segment-exclusive features, like Brembo brakes and dual stage suspension, for optimized performance and better driving experience.

Want to get behind the wheel of the new 2023 Dodge Hornet PHEV? At Aventura Chrysler Jeep Dodge Ram, you can drive off in the first Dodge PHEV today.

Photo Source/Copyright: Stellantis Media