Dodge Hornet in Las Cruces NM May Be Introduced Soon

 Have you heard the recent buzz about the Dodge Hornet in Las Cruces NM? The concept vehicle that was revealed almost fifteen years ago in 2006 may be finding its way back to the production line.

In March of this year, Motor Trend discovered applications with the U.S. Patent and Trademark Office by Fiat Chrysler Automobiles (FCA) for the names "Hornet" and "Dodge Hornet." Canada and Mexico received requests as well. While sources aren't quite sure what the Dodge Hornet is or will be, we believe this model-if it comes to realization-will most likely target North American car buyers.

If we do get a new Dodge model with the Hornet label, a good guess for a successful North American product would be a compact crossover. After all, this segment is currently the most popular and is experiencing the most growth, and Dodge has nothing to offer in the class.

With the demise of the Grand Caravan minivan at the end of this year and the end of the Dodge Journey probably not long after, the company's lineup will be pretty skimpy. It's true that the powerful Challenger coupe, the intimidating Charger sedan, and three-row Durango SUV are doing extremely well, but the market is ripe for a smaller SUV or crossover. A renewed Dodge Hornet in Las Cruces NM could slide right into the compact crossover/SUV slot left by the departing Journey, where models such as the Caliber and Nitro also once sat.

Dodge Hornet in Las Cruces NM: Compact Class

What's needed in the compact crossover class is a vehicle that delivers more performance. Although there are a couple of models that are somewhat sporty looking, this segment desperately needs a sportier, more performance oriented model. The Dodge Hornet in Las Cruces NM could be this vehicle, which would fall right in line with Dodge's current marketing as a performance brand.

Back in 2006, the last time Dodge used the Hornet name, the concept vehicle was a beefy, four door, front wheel drive subcompact hatchback that resembled the Scion xB and Nisan Cube. The designers were going  for a rally inspired look with an aggressive attitude in appearance, but with maximized interior space. Presented at the 2006 Geneva Motor Show, crowds loved it, but after several efforts over three years, it was scrapped. In 2011, after Dodge and Fiat merged, the Hornet concept turned in to a subcompact that would deliver a 40 mpg fuel economy. That didn't work either, and the concept emerged as the Dodge Dart.

So now we're back at the drawing board. And it's possible that Dodge won't do anything with the name. Maybe they're just trying to preserve company property. The Hudson auto company reserved the Hornet name in 1950 for a sedan built for three years (1951-54). Hudson merged with Nash Automobiles and formed AMC; AMC then used the name on a compact sedan built from 1969-1977. Chrysler took over AMC in 1987 and let the trademark on the name expire in 1992. Chrysler again filed in 2005, let it go in 2010, filed again in 2011- gave it up in 2015, and filed once more in 2015 before letting it go a third time in 2018. Whew!

What's different about this time? FCA let the name just sit until this spring - for two years they never tried to hold onto it. What made FCA decide to trademark the name this time? Only the company knows for sure. We'll just have to wait to see what shape the future Dodge Hornet in Las Cruces NM may take. When it does arrive, visit Viva Dodge at 860 N Telshor Blvd, Las Cruces, NM.