With a take rate of 60% for Dodge Ram 1500, HEMI has become a brand within our brands. Our commercials and this engine continue to resonate with consumers.

HTC makes devices for others who put their brands on them. By having someone else's brand on it, you have to purchase that.

With the all-new 2007 Dodge Ram 3500 Chassis Cab joining the Dodge Sprinter, Dodge Ram pickup, Dodge Ram Box-off models, and Dodge Caravan and Grand Caravan cargo vans in the Dodge commercial vehicle lineup, Dodge grows even stronger in the commercial vehicle segment. With the addition of the Dodge Ram 3500 Chassis Cab, Dodge offers a lineup of innovative and capable commercial vehicles and services that provide business customers with the confidence to take on any work challenge.

There are a lot of good commercials ... but having said that, do we really remember the brand name and what it's all about? Any commercial that makes its mark and can be remembered gets over its first hurdle.

The first lesson of branding: memorability. It's very difficult buying something you can't remember.

Brands want to be in this segment because if the brand can sell a compact car to a young customer, the nameplate can then potentially keep that customer for life.