DURANGO POWER BOSS By PERFORMANCE WEST GROUP

There’s a revolution afoot. A cultural revolution among a growing, upwardly mobile, aspirational group that defines itself with a new vehicle phenomenon. Referred to as the “Dub Style,” this new vehicle dynamic focuses largely on bold appearing, highly accessorized sport utility vehicles liberally accented with chrome.

From the hot rods of the 1950s, generations of Americans have identified themselves by the vehicles they built, modified and drove. Today, in a broadly diverse nation, that pattern continues with every socio-economic group proudly adopting and adapting vehicles of all kinds to fit their unique perspective of vehicle personalization.

The metamorphosis of the 2004 Dodge Durango into the POWER BOSS is more than an evolution. It combines the appearance and muscle of a visually aggressive sport utility vehicle with the kind of unmistakable design cues that openly suggest a vehicle that lends itself to personalization. In creating the Power Boss, the rugged profile and presence of the new Durango has been enhanced to enable it appeal it to the fast moving “Dub Style” segment. As this segment evolves, in many cases, some of the design themes clearly cross demographic boundaries consistent with other segments, resulting in a vehicle that has greater mass appeal than would initially have been perceived.

                                     DURANGO POWER BOSS INTERIOR

CUSTOM LEATHER & SUEDE INTERIOR Manufacturer: Katzkin Leather

POWER BOSS STAINLESS STEEL DOOR ENTRY GUARDS Manufacturer: Cruiser Stainless Accessories

CUSTOM AUDIO AND VIDEO ENTERTAINMENT SYSTEM Manufacturer: Sony Electronics Model: Xplod

POWER BOSS MONOGRAMMED CARPET MATS Manufacturer: Designer Mat

INTERIOR TRIM Manufacturer: Woodview Style: Chrome

REAR VIEW MIRROR Manufacturer: Webasto

RACING PEDAL PADS Manufacturer: Ichibahn

The 2004 Durango represents an exceptional opportunity for Dodge to make powerful inroads into this new expanding market segment. The “Dub Style” sport utility vehicles that are showcased on magazine covers and in feature stories are highlighted first and foremost by large chrome wheels coupled with bright accents. These vehicles also feature enhanced engine performance, upscale personalized interiors and outrageous audio and video entertainment systems. The new Durango, accessorized in sync with these trends is a natural to roll onto those same magazine covers and position itself into this fast growing niche segment.

Born to the strains of the new generation of music artists, rap and hip hop, these “Dub Style” vehicles represent a new cultural icon, following in the tradition of the Muscle Cars, Sport Trucks and Tuners. These new sport utility vehicles provide a distinctive ride for a population that, like the music, was born on the streets, weaned on a synthesis of cultures and grown to a productive adulthood that maintains strong ties to the neighborhoods of its youth. One short generation ago, success was reflected in a monochromatic palette. Today, that palette is brighter, more confident and as exciting as the DURANGO POWER BOSS.

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