Boss gives Dodge UK deadline

In an exclusive interview, Chrysler Group boss Joe Eberhardt has revealed to Auto Express that the famous US marque has only until 2009 to prove it can be a success in Britain. And if it doesn't make the grade, the company could call time.

International sales chief Eberhardt said that, after three years, top brass would be able to "judge whether Dodge had reached its objectives". And while he refused to discuss sales targets, he claimed he'd be asking major questions, including "Have we established the brand?" and "Have we attracted enough customers?"

Now officially on sale, the model spearheading Dodge's UK return is the Caliber. It aims to offer a distinctive alternative to Ford's Focus, and represent "Dodge attitude
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MercBasher - 8/2/2006 3:34:00 PM

+1 Boost

Oh lordy, relying on the Caliber [or is that Calibre in Europe?] to establish a beach-head. I wouldn't want the top Dodge UK job!

Rupert - 8/2/2006 4:15:06 PM

+1 Boost

it's not calibre, that would sound so different, like ca-libra. (as in the star sign)
they are relying on the caliber over here, it's a bit pathetic.

MercBasher - 8/3/2006 10:35:49 AM

+1 Boost

Liter = litre
Center = centre
So why not caliber = calibre?

Rupert - 8/3/2006 3:12:54 PM

+1 Boost

something-re places the emphaisis on the preceding syllable, so lItre, cEntre, but caliber is an english word already, means grade or distinction (a man of a certain caliber), and the emphasis is on the A. calibre would be pronounced with a french accent; ca-LI-bra, and the bre is pronounced as a bra (hard a).
bre doesn't exist in english at the end of a sentence.
tre is pronounced like ter. centre, metre, litre.
cars don't change names for different markets, but we say them differently (apparently maybach should be pronounced mybach, and we english insist on calling the seat ibiza (hard i-bitha) the seat soft-ibizer