Monday, February 4, 2013

Dodge Dart Registry

I was blown away when I first saw this idea for the new Dodge Dart.  Developed by W+K, the Dodge Dart Registry works like a normal gift registry, but for purchasing a car.  The Dart is targeted at a younger audience who typically can't necessarily afford a car.  The potential buyer picks out the features they want, then invites their friends and family to sponsor parts of the car as gifts.  Once they reach the fundraising goal, they are the proud owner of a brand new Dart.  As Dodge says, it's an entirely new way to buy a car.  Check out the intro video below.

The reason I love this idea so much is that it's grounded in consumer truth and presents a new twist on existing consumer behaviour.  In hindsight, this idea is almost inevitable. The rise of crowd funding sites such as Kickstarter and Indiegogo has been relentless, so it was only a matter of time before that funding mechanism spilled over into the main stream for big-ticket items.  Additionally, the idea of a gift registry has been around for years.  More recently, the idea of contributing cash/funding to a wedding registry to make one large purchase (such as a honeymoon) has become commonplace.  Combine all of these factors with the insight that the target audience often needs help to finance a new car purchase and you can see how it all comes together beautifully.  Have a look around on