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ROSAMOND, California &#8212\\; Snoop Dogg, Carmen Electra, David Spade and Luke Wilson were among a dozen Hollywood celebrities who drove the 2008 Dodge Challenger SRT8 in a special event at Willow Springs International Raceway as Dodge began deliveries of the car to new owners. The celebs competed against one another in a series of eighth-mile drag races and then drove laps of the 2.5-mile road racing track.


&quot\\;We had so many inquiries from people in Hollywood about buying a new Challenger that we decided to organize a little event,&quot\\; said Mike Accavitti, director of Dodge Brand and SRT Communications. &quot\\;Its great when you have something that people really want.&quot\\;

Dodge had already received purchase inquires about the Challenger from Snoop Dogg, Carmen Electra and David Spade among others, and so organized an event with New Regency, a Hollywood film and television production company, to provide a list of celebrities that cut across a wide range of demographic groups. The full list of attendees included: Chace Crawford, Snoop Dogg, Carmen Electra, Rob Lowe, Kimberley and Brad Paisley, Audrina Patridge, Jamie Pressly, David Spade and Luke Wilson, plus Amare Stoudemire of the NBA&amp\\;rsquo\\;s Phoenix Suns.

Though this Hollywood-style event seems frivolous, it points out the Challenger has been built to reintroduce the Dodge brand to demographic groups that have forgotten it. This is particularly true in the Los Angeles region, perhaps the most competitive and brand-conscious in the nation.

As sales statistics from R.L. Polk reveal, Dodge represented only 1.5 percent of the car market in the L.A. region during 2007, some 1,723 cars. Dodge trucks and SUVs had 3.1 percent of the region’s market in 2007, some 2,614 vehicles. During that time, the total L.A. market accounted for 195,717 sales of cars and trucks. This is serious business, as California represented 8.04 percent of Dodge’s total nationwide sales (exclusive of fleet purchases) of 1,057,814 vehicles during 2007.

Of the celebs in attendance, actor Luke Wilson (who was conspicuous in his lack of entourage), seemed most interested in the car rather than self-promotion. &quot\\;\\;When the Challenger appeared at the car show I was ready to get one, so its been a long wait,&quot\\;\\; he said. Wilson spent some time talking about the car with the SRT representatives on hand, apparently eager to work on his launch technique for the drag racing competition.

As it turned out, Jay Leno actually became the first new Challenger owner on Monday, June 2, when he drove his own 1970 Dodge Challenger to Valley Dodge in Van Nuys, California, to pick up his black 2008 Dodge Challenger SRT8. &quot\\;\\;I cant believe he didnt light up the tires as he drove out of the dealership,&quot\\;\\; said Dodge Communications Manager Howard Teasley. &quot\\; Leno showed more self-control than I would\\; Hollywood celebrities are all well and good, but Leno&amp\\;rsquo\\;s garage still comes first to carmakers around the world. As one Dodge representative said to us, &quot\\;Its kind of like the automotive equivalent of being chosen by Oprahs book club.&quot\\;\\;

What this means to you: The Dodge Challenger has been built to sell the Dodge brand, not muscle cars. And apparently even Hollywood celebs, the most brand-conscious creatures in the known universe, have picked up the buzz. &#8212\\; Michael Jordan, Executive Editor



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