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My guess is that dodge is trying to appeal to people shopping for cars in MY price range. (That's low, folks.) Because if you look at cars that are in the sub 20's - or say $20,000 MAX (USD) there's not much out there that's NEW and also incredibly attractive. Not to say that this is a beautiful car, but it's better IMO than a Hyundai accent or even the Neon.
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Yeah, this is a concept that will sell by virtue of its pricing scheme. It still looks ugly, though.