The Dodge Dart is an all-new car from an old car company. The launch of the Dart was intended to introduce this dated brand to a new buyer. The strategy came from an understanding that while young buyers might want to buy a Dodge Dart, they are not always in a position to get what they want. We decided to make it possible for anyone who wanted a Dodge Dart to be able to buy one. Doing so would require us to challenge how things have always been done and introduce an entirely new way to buy a car.