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Marketing and Sponsorship

Muscle Memory: Chrysler's Dodge Brand Could Return To NASCAR After Four-Year Absence

Fiat Chrysler CEO Sergio Marchionne yesterday said that he has spoken to NASCAR execs Jim France and Lesa France Kennedy "about the return of Dodge" to the series, according to a front-page piece by Godwin Kelly of the Daytona Beach NEWS-JOURNAL. Dodge returned to NASCAR in '01, then exited in '12 just after Brad Keselowski "won the Cup Series championship for the American-made nameplate." Marchionne said, "I was the one who made the decision to pull out of NASCAR. I am the guilty party at the table. In 2009 we came out of bankruptcy and tried to race NASCAR (but) with the big bills and (trying to) make payroll was a stretch. We are in a different place now. I think it is possible we can come back to NASCAR. I think we need to find the right way to come back in, but I agreed with both Jim and Lesa we would come back to the issue.” NASCAR Chair & CEO Brian France "alluded to talks with another car manufacturer when he met with race media at Homestead-Miami Speedway on Nov. 20." NASCAR VP/Integrated Marketing Communications David Higdon said, "We continue to have ongoing dialogue with a number of auto manufacturers about their interest in joining our sport. We look forward to exploration with them on this topic” (Daytona Beach NEWS-JOURNAL, 12/5).

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