1997 Dakota Introduction

The all-new 1997 Dodge Dakota is set to turn the compact pickup market on its collective ear in the same way that the Dodge Ram re-wrote the books in the full-size pickup market. Dodge has coined the theme: "The all-new Dodge Dakota -- it's full of surprises", to highlight the introduction of their evolutionary compact pickup that combines bold design, best-in-class power, payload, towing and interior roominess not normally associated with compact pickup trucks.

"Dakota has all the same competitive capability and character of Dodge Ram, but with a different personality. Dakota is a real truck, but it's also a fun truck," said Martin R. Levine, General Manager, Dodge Division.

While the Dodge Ram has firmly established itself as the premier choice of the diverse full-size pickup truck customers that demand heavy-duty capabilities balanced with style and roadability, the new Dakota will provide affordable real truck abilities combined with a fun personality for compact truck buyers.

"Dakota will appeal to active buyers who want the ability to do anything with their truck," Levine said. "Many will be first-time buyers and car owners who desire an affordable, fuel-efficient truck that meets their everyday transportation needs."

Dodge listened carefully to the truck consumer, designing the 1997 Dakota to meet the demand for power, ride, handling, safety and convenience, all packaged in a single bold design.

"The trend is toward pickups as multi-use vehicles. This trend is right in line with Dakota's strength," added Levine. "And the new Dakota's bold styling, crisp handling and thoughtful features will set a new standard that will provide as strong of an emotional link to the compact buyer as Ram did for full-size buyers."

With last year market share of nearly 13 percent, this second-generation Dakota follows in the success of its predesessor in meeting the growing customer demand for a more capable compact trucks, while Club Cab models and Magnum engines continue the tradition that has made the Dodge Truck franchise so successful.

Introduction is just around the corner. Get ready -- "The all-new Dodge Dakota -- it's full of surprises"

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Last modified 8/15/96.
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