Dodge: Ron Burgundy Boosting Sales for Durango

Shopping for Model Soars After Ads Launch

By Published on .

Dodge says dimwitted 1970s news anchor Ron Burgundy is moving the metal.

The character created by comedian Will Ferrell and used as the spokesman for the 2014 Dodge Durango has increased online shopping for the crossover.

Sales of the re-engineered Durango climbed 59% in October to 5,120 units and are up 50% for the year. analyst Michelle Krebs said shopping for the Durango "soared on after the ads launched" on Oct. 5.

Dodge brand boss Tim Kuniskis said: "We've seen almost an 80 percent increase in Web traffic alone since the campaign launched."

So far, Dodge has revealed nine of the 70 videos that Mr. Ferrell and his creative team from shot on behalf of the Durango in August. (Dodge and ad agency Wieden & Kennedy turned over almost full creative control to the team.)

The videos, appearing on TV and online, have Mr. Ferrell as the character he portrays in the movie "Anchorman: The Legend of Ron Burgundy" talking in glowing terms about the Durango.

Mr. Kuniskis said: "Durango sales have been very strong this year, and the Ron Burgundy Durango ads are absolutely building on that momentum."

--Larry P. Vellequette is a reporter for Automotive News

Most Popular