November 26th - 28th
Dodge: How To Stay On Top
Empires are built. And empires crumble. The Roman Empire lasted for hundreds of years but eventually disappeared leaving us little but some good ideas, some cool fancy dress costumes and some pretty ruins. The sun finally set on the British Empire, the largest the world has ever known, during the middle part of the 20th century. It’s just the natural order of things. It’s called atrophy - the gradual wasting away of energy and life – and it’s the one of the few constants in our universe. It even affects the stars themselves.
Getting to the top and dominating is easy, it’s the staying there that counts. You don’t have to look much further than our own cricket team to see that (although they did have a pretty good run). So that makes the achievements of Dodge® all the more remarkable. Founded in 1900 as the Dodge Brothers Company to supply parts to the burgeoning motor vehicle industry in Detroit, it wasn’t long before the brothers decided to start making their own cars.
The Dodge Model 30 quickly rose to the top of the pile. It pioneered techniques and manufacturing methods, such as all-steel body construction, that would soon be taken for granted on all cars. That was nearly 100-years ago. Yet, somewhat astonishingly, Dodge is still in the same position today. Producing cars that lead the way in terms of engineering and design. Now 100-years may not be much in terms of the Roman Empire but in car manufacturing (and cricket) terms, it’s a very long time indeed. There are few, if any, companies who can still claim to be at the top of their game after such a long time.
It’s a testament to the ideology and dedication of Dodge and all its employees down the years that they still find themselves in this position. And one look at the 2011 Dodge Nitro confirms that they’re still very much the pioneers. The Nitro is a new type of SUV. Taking all the durability and strength of a traditional SUV, Dodge have added aggression and power. And not just under the bonnet (although the 3.7-litre SOHC V6 petrol engine does pack one hell of a punch) but also on the outside. It looks every inch the top dog. It might not be all-steel body construction (things have moved on a bit since then) but the Nitro is introducing new features that are sure to become standard on all future SUVs.
It seems that some things genuinely can stand the test of time. Dodge is an empire that can’t be toppled. And the Nitro is the new Emperor. All hail the Dodge Nitro.
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