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CUP: Dodge Committed But Is Cerberus?
Written by: Tom Jensen   
07/28/2007 - 07:00 PM
Indianapolis
 
Dodge is satisfied with the benefits of its NASCAR program, but its new masters may not be as convinced. (LAT photo) MORE NASCAR PHOTOS » More Photos


With the completion of the sale of the Chrysler Group to Cerberus Capital Management, L.P. set to close at the end of next week, a Chrysler executive at Indianapolis Motor Speedway reiterated Sunday that Dodge plans to stay in Nextel Cup Racing, but admitted he's had no discussions with Cerberus about how it feels about NASCAR racing and whether it's a worthwhile ongoing investment.

"Dodge, obviously we're committed to the sport," said Daryl Jackson, vice president of U.S. sales for the Chrysler Group. " … Our dealers love the sport, it's who we are, it's part of our DNA. You think about the cars that we make, we're all about speed, power, fast, so I will tell you we're long-term committed to the sport."

But what about Cerberus, a company named for the three-headed dog who guards the gates of hell and known as being an aggressive cost cutter? "Cerberus, we haven't really talked specifically on the aspect of racing," Jackson said. " … I think they're serious about selling cars and building brand awareness and being involved in racing is about selling cars and building awareness."

Still, despite Jackson's affirmations and those of other Dodge officials, until the deal closes, it remains to be seen what will happen long-term.

In a speech to the National
Press Club on July 18th, Cerberus Chairman John Snow tackled a number of topics, ranging from health-care costs and manufacturing to sales and innovation. Not once was NASCAR or racing mentioned.

Jackson did confirm that Chrysler Group was willing to entertain new primary sponsors for the two Evernham Motorsports factory Dodges driven by Kasey Kahne and Elliott Sadler, something the company was unwilling to do as recently as last year, when UPS wanted to take over Kahne's primary sponsorship.

One company who could be an attractive fit is Anheuser-Busch, who is talking with a number of teams, including Evernham Motorsports, about moving from Dale Earnhardt, Jr.'s car next year.

"The company is always looking for good long-term relationships. Budweiser, or whoever, very, very solid brand with a very good customer clientele base, of which just so happens to line up pretty well with us from a Dodge perspective," Jackson said. "I've got to tell you, I'm in favor of bringing any sponsors in who increase the awareness of our brand."


VIEW INDY PHOTOS HERE