A range of the US produced Dodges will be in Irish showrooms late next year, but those hoping for the massive "redneck" pickups synonymous with marque will be disappointed..
As with the rest of Europe, Irish motorists will be offered three all-new mainstream vehicles designed to suit our more conservative market.
However, Dodge is not betraying its "live fast play hard" roots, judging by the concepts on which the new passenger vehicles will be based - and the views of Dave McKinnon, vice president of passenger car design, who said that the new designs are "not for the fainthearted".
Leading the charge at the end of next year will be the €200,000 Viper. The 8.3-litre V10 507bhp supercar, which is capable of 306km/h, will be available in Ireland only by special order.
Dodge, being bold, brash and unashamedly American, faces a battle convincing motorists here that its three new passenger vehicles - the Caliber, Nitro and a yet to be named Mondeo challenger - are suited to either Irish tastes or market conditions.
The most important in terms of volume will be the five-door Caliber, shown for the first time in concept form last week - think Focus with an oversized crosshair grille adding to the aggressive front end. Battling against the more mature Focus, Golf, Astra and Corolla, it's expected to be powered by a minimum of a 1.8-litre engine.
Competitive prices are promised, but the Caliber's high capacity engine will not win favour in this country of high vehicle taxation.
Dodge's unnamed D-segment challenger, with Avensis-like proportions but with American styling, will come with a similar range of engines to the Caliber including both a 2-litre petrol and diesel.
The Nitro concept is a clear indication of the sanitised five-seat SUV destined for Europe's shores. It has the masculine styling which has made Dodge vehicles - such as like the General Lee Charger in The Dukes of Hazard - the iconic redneck transport of American deep south, but the Nitro will feature a not so butch diesel engine.
By 2007, Dodge's parent, Chrysler, hopes to double overall sales outside of the US. It's pinning all these hopes on the arrival of Dodge, which will be sold alongside its Chrysler and Jeep marques in most existing dealer outlets.
Irish importer, the OHM Group, expects to appoint some 20 dealers over the coming months to retail around 500 Dodges each year from 2007. With high capacity engines powering overly styled cars, one has to wonder how many Irish motorist will "grab life by the horns" and buy into the Dodge lifestyle of cowboys, blue jeans, Coca Cola and an undying need to drive fast and live fast - especially since the best-selling car here last year was the Toyota Corolla.