BuzzRocket's Blog

New Avenger. New Attitude.

Gretchen Schneider, Ralph Gilles and Kelly Ryan OBrien

I’ve written a lot about Detroit and its rebranding efforts, which are being most overtly seen and heard from the auto industry. It’s an exciting time in “New” Detroit. I had the honor of sitting down with Dodge Brand CEO Ralph Gilles today at the New York International Auto Show to discuss the revamped Avenger coming out of a revamped Dodge from a revamped Detroit.

“Why can’t value be cool at the same time?” Gilles asks. And the new Avenger is both. Starting at $19,245, the sporty four door has a sleeker design, beefier 18″ aluminum wheels, V6 and boasts a more confident look, reflecting the rising confidence of the Motor City.

“Detroit’s probably known for trucks and large SUVs and there’s been a resurgence in the car world,” Gilles explains. Adding that the new Avenger is like “having your cake and eat it, too. When I’m talking about a 29 mile per gallon car with 283 horsepower. Wow is that possible? Yes it is.”

There is a genuine excitement when Gilles discusses the “rebranding” and new voice of the auto industry in Detroit.

“As we go forward, I want Detroit and the American auto makers to be known for [power and efficiency]. Let’s not ever give up on the fun of it, but let’s give you the efficiency you’re looking for and that flexibility. So that rebranding to me is don’t just misunderstand us as just doing trucks. We do a lot of other things.”

And Detroit is pumping out more than just bolder cars. The flood of new talent from abroad and the coasts combined with the existing pool of creatives is making the city a hotbed for innovation and entrepreneurship. “There’s an attitude of excellence,” Gilles says. “There’s a creative class that’s always been there and we’ve kind of been overlooked and it’s starting to come through in the products we dot: the art, the music.

“There’s a budding creative class that just needed to be discovered. We’re starting to get a lot of young people interested in Detroit again. We’re hiring. So that’s intoxicating to watch.”

It is indeed. When we told Gilles we were driving the new Avenger tomorrow, he winced and said, “I’m jealous.” I love that passion and cannot wait to test out the result of it.

In accordance with the FTC Guidelines, We are disclosing that our time, travel and accommodations have been compensated by Chrysler Corp. for our participation in the Dodge Avenger Ride & Drive. Although we have a material connection to Chrysler Corp., any publicly stated opinions of Chrysler Corp. and their products remain our own.

Trackbacks & Pingbacks

  1. Dope Dodge dude in dope Canadian Tuxedo « That's one dope ass Canadian Tuxedo pingbacked on 8 years, 7 months ago


  1. * Kelly says:

    See my face? He was pinching my bum. 🙂

    | Reply Posted 8 years, 7 months ago
  2. * says:


    | Reply Posted 8 years, 7 months ago

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