The all American brand of Dodge, that sits in the same stable as Chrysler and Jeep, aims to rustle up a few more sales with their Avenger family sized saloon that goes on sale in the UK in September.
Prices start at £14,995 and range up to £17,995. The Avenger is a re-badged version of the more expensive Chrysler Sebring which went on sale recently and is available with 2.0 and 2.4-litre petrol and 2.0-litre diesel engines with SE and SXT levels of specification.
The 2.4-litre petrol SXT model is only available with an automatic transmission. Both 2.0-litre petrol and diesel models are available only with manual gearboxes, although an automatic transmission will be available for the diesel model next year.
Chrysler Group UK are shy on talking about sales forecast for any of their models. It is thought that the UK market might attract around 2,000 customers for the Avenger in a full year. No Avenger estate car is planned.
The Avenger is now the fourth model range in the Dodge line-up for the UK. The others are the SRT-10 supercar, we know as the Viper, the Caliber and the Nitro.
Next year a mid-sized seven-seat MPV will be added to the range but the giant Dodge RAM pick-up has been dropped from the line-up. Year to date Dodge sales in the UK are 1,650 vehicles.
Gareth Hession, product and planning manager for Chrysler Group UK said this week at the media launch of the Avenger, 85 per cent of Avenger sales would be for SXT models and 65 per cent of customers will choose the diesel engine option, probably increasing to 75 per cent once the automatic transmission becomes available.
Hession also said the Avenger is primarily a ‘retail’ car. Yes he expects that some fleet and user chooser customers to be attracted to the new family sized saloon but primarily it is private buyers who will be attracted to the distinctive American styling and high levels of value for money equipment fitted as standard.
Dodge see the Avenger selling against competitor D-segment models such as the Toyota Avensis. Mazda 6, Skoda Superb and Kia Magentis and they claim the Avenger prices to be on average 10 per cent lower than the competition.
Hession added, “The key features of the Avenger are the aggressive design, the eye catching 18-inch alloy wheels for the SXT versions, electronic stability programme with traction control fitted as standard on all models as are anti-lock brakes, air conditioning, six airbags, tyre pressure monitoring and the choice of engine options.
"The expected best selling SXT models also have leather trimmed seats, heated front seats, power adjustable driver’s seat, six speakers and remote controls for the sound system, a boot spoiler and fog lamps. All the extra equipment for SXT models adds up to £2,400 but we are only charging £2,000 more for an SXT model over an SE."
Extra cost options include an impressive MyGIG Infotainment System which adds £1,500 to the price of either specification level. A sunroof option costs £600.
The three engine options are: A 2.0-litre petrol unit with Variable Valve Timing producing 154bhp and 190Nm of torque with a combined cycle fuel consumption of 36.2mpg and 185g/km CO2 putting it in Band E of vehicle excise duty at £165 per annum. This unit is used in conjunction with a five-speed manual gearbox.
The second petrol engine option is a 2.4-litre Variable Valve Timing unit with 167bhp, 220Nm of torque, 31.7mpg with 211g/km CO2 putting in VED Band F at £205 per year. This engine option is only available with automatic transmission.
The anticipated best selling unit will be the 2.0-litre turbodiesel engine with its origins from Volkswagen. Power output is 138bhp with 310Nm of torque and a fuel economy of 45.6mpg. CO2 emissions are 170g/km putting it in VED Band E with vehicle excise duty of £165. This engine is mated with a six-speed manual gearbox.