How Ram, Jeep, and Dodge are balancing price and volume

Muddy Jeep Wrangler badge (2024)

People judge brands along many dimensions—for example, Reliability, Safety, Value, Styling, Performance, and Comfort. Brands position themselves in two ways—through the product itself, and through marketing. For example, Dodge has hammered on Styling and Performance in its marketing for over ten years—and has honed its product lineup on both dimensions…. Read more