Dodge unveils first SUV

the Nitro as a tough, macho, 4x4 vehicle that will appeal to “streetwise” urban buyers. George Murphy, senior vice-president global brand marketing, described the Nitro as “aggressive and muscular”. Dennis Myles, senior manager product design claimed the car carried “a unique look in traffic” and stood out from the “sea of sameness in the segment”. A high profile marketing campaign will accompany the Nitro's arrival in showrooms in June, with TV advertisements bearing the strapline “bold is not enough”.

The Nitro will be available with a 2.8-litre diesel engine or a 3.7-litre petrol unit. Prices start at £18,920 and rise to £23,490 – undercutting competitors such as the Hyundai Sante Fe and Kia Sorento, claimed Dodge. Dodge expects full year UK sales for the Nitro of 3,000 units. The Nitro follows the niche SRT-10 Viper sports car and C-segment Caliber into Dodge showrooms and will be followed by the D-segment Avenger in September 2007. “Dodge is the value-based Chrysler Group brand,” said Murphy. “It offers affordable power.”