Dodge's horny longhorns at the Detroit Auto Show were just the beginning. Chrysler's Firehouse media blog reveals that the automaker's decided to put the horns back into their slogan. Last year, The Dodge Boys gelded "Grab life by the horns," transforming the brand's advertising exhortation into the Zen-like (i.e. vague) "Grab Life." Although Dodge used "Grab Life by the Horns" since 2001, they hoped that removing the grabby part of the strapline (how butch is that?) would make the brand more appealing to female buyers. Unfortunately, the new version didn't go over well with truck buyers, who account for the most of Dodge's (not to mention Chrysler's) profits. Taking the bull by the horns, Chief Marketing Officer Deborah Meyer disclosed that that Dodge is reviving the original "Grab Life by the Horns" line for the 2009 Ram. The new version won't horn in on the car ads, though. Their automotive slogan will remain "Grab life." Perhaps they should sell that one to Buick, with a parenthetical "while you can" at the end.
[Source : The Truth About Cars]
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