|
|
[edit] Dodge Ram Mid-Cycle Enhancement
|
|
|
|
Visit the 2009 Dodge Research Center
After a ground-breaking redesign for the 2002 model year (top), the Dodge Ram underwent a mid-cycle enhancement for the 2006 model year (bottom) to keep the look bold and fresh until the all-new Ram debuted for 2009.
|
[edit] Mid-Cycle Enhancement (MCE)
In the automotive world, a mid-cycle enhancement (MCE), also referred to as a mid-cycle refresh, is an opportunity for an automaker to change the basic appearance of its vehicles without changing the overall architecture. For most automakers, the average life cycle of a vehicle design is anywhere from five to seven years so minor changes are made to a vehicle’s image after two or three years to keep the design new and fresh in the eyes of consumers. Since the whole point of a mid-cycle enhancement is to change the appearance of a car without affecting expensive structural components, updates are usually limited to exterior components that are cheaper to redesign and easier to replace such as fenders, fascias, headlights, taillights and the hood. When quality or other concerns have been voiced about a car’s interior, this is usually the point that the automaker addresses any interior shortcomings as well.
A good example of a typical MCE is the 2006 Dodge Ram. After a revolutionary redesign that helped rejuvenate sales of the Ram in 2002, by 2005 most of the competition had been given some sort of design change stealing some of the thunder from Dodge’s design. For the 2006 model, Dodge freshened up the Ram’s look focusing on the front clip. The updated Ram also had new wheels, taillights and a more inviting interior design, but the new front end gave the Ram a bolder, beefier look compared to its competitors. In some instances, the MCE also gives an automaker the opportunity to introduce a new trim level into the lineup, such as the addition of the Mega Cab model of the Ram. While the MCE isn’t carved in stone or a requirement to stay competitive, most automakers use this tactic to keep their vehicles fresh and stylish.
|
