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Ron Burgundy calls Durango a 'terrible car,' yet his ads help sales climb by 59% [w/videos]

Ron Burgundy was put on this planet to do one thing: to read the news. If that ever falls through, though, the womanizing, scotch-drinking anchorman could have a great career just as a Dodge salesman. Bloomberg points out that sales of the 2014 Dodge Durango have rocketed up 59 percent in the first month of Chrysler's funny new ad campaign (which began in early October). But then again, the entire year has been strong for the big SUV, with year-over-year sales increases in the double and even triple digit percentages - including an increase of 117 percent in August.
Of course, the Durango has also received a wealth of new content and a freshened look for 2014 in addition to the Burgundy campaign, and that has to be helping close sales, too. Whether or not the spots themselves are leading to more sales may be a moot point, since they are definitely getting plenty of attention. Almost two months into the marketing tie-up between Dodge and the movie Anchorman 2, Dodge's YouTube videos have received well over seven million views. More than just YouTube shorts and television commercials, the Durango has even received late-night attention, including when Will Ferrell showed up in character as Ron Burgundy on Conan earlier this week.
In the interview, he calls the Durango a "terrible car" that "cracked in half," a joke that probably had Dodge ad execs squirming uncomfortably in their Barcaloungers. Scroll down to watch the Conan interview as well as some of our favorite Burgundy-pitched Durango ads. And there's still plenty of time to "touch" Ron to win a new Durango.

Junkyard Gem: 1991 Dodge Stealth R/T

Chrysler's relationship with Mitsubishi goes back to the early 1970s, when the first Mitsubishi Colt Galants arrived from Japan with Dodge Colt badging. Plenty of Mitsubishi-built Arrows and Ram 50s and Challengers followed, and the joint Chrysler-Mitsubishi plant in Illinois began building cars in 1988. By the 1990s, you could find Mitsubishi DNA throughout the American Chrysler family, and the Mitsubishi GTO was brought over to become the Dodge Stealth starting in 1991. Here's one of those first-year Stealths, now residing in a Colorado self-service boneyard. Four grades of Stealth were available here in 1991, with the R/T Turbo AWD at the very pinnacle. This car, a regular R/T, is one step down from that model but still a pretty quick machine for its time. MSRP was $25,155, or about $55,370 in 2022 dollars. The R/T got this naturally-aspirated DOHC 6G72 engine, displacing 3.0 liters and making 222 horsepower. If you got the turbocharged version in the R/T Turbo AWD (or the Mitsubishi 3000GT VR-4), power went up to 300 horses. The 3000GT (as the GTO was known here) was mechanically identical to this car but had slightly different styling. The GTO/3000GT/Stealth replaced the Mitsubishi Starion and its Chrysler/Dodge Conquest siblings, which were sold here from the 1983 through 1989 model years. The Starion was a rear-wheel-drive machine that competed for sales against the Toyota Supra and Nissan Z, while the Mitsubishi GTO was available with either front- or all-wheel-drive. As illustrated by this photo of the rear suspension, this car is a front-wheel-drive version. Americans loved automatic transmissions 30 years ago, nearly as much as we love them today, but this car has a proper five-on-the-floor manual. If you wanted the optional four-speed automatic, it cost 813 bucks ($1,790 today). The Stealth R/T AWD had a mandatory five-speed manual transmission. This car has been hit hard by junkyard shoppers and the ravages of time, but it was fairly luxurious when new. Air conditioning was standard equipment on the R/T, though not on the lesser Stealths. This car came close to 150,000 total miles, but fell a bit short of that milestone. The final year for the Dodge Stealth was 1996, though the Mitsubishi 3000GT remained available here through 1999. The Mitsubishi GTO held on through 2000 in its homeland. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Outhandles the Lotus Esprit!