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Star Wars Episode VII ad is a force for Dodge

Happy Star Wars day! Some of you might be bleary eyed and begging for coffee after attending midnight screenings of Star Wars, Episode VII: The Force Awakens last night (*raises hand*) but the show must go on. And for Dodge, that show has been all about Star Wars. While the entirety of FCA joined the tie-in marketing campaign for the long-awaited JJ Abrams blockbuster, Dodge made out the best. According to Wards Auto, the brand's The Force Gathers spot took the top spot in this week's most engaging automotive ads, capturing nearly a quarter of share-of-voice ratings and garnering over a quarter-of-a-million earned online views. Since the ad began airing earlier this month, it's scored over 430,000 views on YouTube alone. The relatively simple ad evokes Darth Vader and his legions of storm troopers. In the 30-second spot, a black Viper leads six long columns of white Chargers, Challengers, and Durangos while John Williams' iconic Imperial March blares in the background. It ends at the stand of an overwhelmed pair of valets outside a screening for Episode VII. We've embedded the spot at the top of the page if you haven't seen it. Check it out, and may the Force be with you. Star Wars, Episode VII: The Force Awakens is in theaters today. Related Video:

Weekly Recap: FCA hit with record fine as NHTSA crackdown continues

The National Highway Traffic Safety Administration slapped Fiat Chrysler Automobiles with a record fine this week that could reach $105 million. The punishment comes after NHTSA found problems with the automaker's execution of 23 recalls that affect more than 11 million vehicles. The consent agreement, announced Sunday, calls for FCA to pay a $70-million cash fine and requires the company to spend at least $20 million over a three-year period on industry outreach programs and to beef up old recall campaigns. Failure to comply will result in another $15-million fine. FCA also agreed to federal oversight, which includes an independent monitor to oversee the company's recalls. The $70-million cash fine equals a penalty NHTSA levied on Honda in January. "Fiat Chrysler's pattern of poor performance put millions of its customers and the driving public at risk," NHTSA administrator Mark Rosekind said in a statement. "This action will provide relief to owners of defective vehicles, will help improve recall performance throughout the auto industry, and gives Fiat Chrysler the opportunity to embrace a proactive safety culture." FCA called the deal a "consensual resolution," but admitted that it "failed to timely provide an effective remedy" during certain recalls. "We are intent on rebuilding our relationship with NHTSA and we embrace the role of public safety advocate," the company said in a statement. The announcement kicked off a busy week for the automaker. NHTSA agreed FCA did not need to recall 4.7 million vehicles after an investigation failed to find defects with a power module used in some Jeep, Dodge, and Ram vehicles. A Georgia judge also reduced a civil verdict involving a death in a Jeep Grand Cherokee crash. Amid all of that, the company reported net profit of about 333 million euros, or $364 million in the second quarter on Thursday. OTHER NEWS & NOTES FCA ramps up Hellcat production Despite a decidedly legal and financial week for FCA, there was still time for the performance side of the business to briefly grab the spotlight. The automaker is more than doubling its production of the Dodge Challenger and Charger SRT Hellcats in response to strong demand. The order bank opens the second week of August and production begins in September. FCA will finish up its scheduled 2015 model-year Hellcat builds, and cancel any "unscheduled" versions, though customers will get discounted pricing for 2016.

Chrysler expecting up to 200,000 9-speed transmissions for 3 models this year

Striving for improved fuel economy, we already knew that Chrysler will begin using a nine-speed automatic transmission in some of its new products this year, but what we haven't known is that volume at which this gearbox will be used. According to Bloomberg, Chrysler CEO Sergio Marchionne has been quoted as saying that the automaker expects to sell close to 200,000 units equipped with this new transmission in 2013. Those gear-rich trannies will be spread out across three models, consisting of the redesigned Chrysler 200, the still-unnamed Jeep Liberty replacement and the Dodge Dart.
This transmission should play a pivotal role in making Chrysler vehicles more competitive in their respective segments. Just for comparison, one of the Dart's key competitors, the Toyota Corolla, still uses a four-speed automatic, and a previous report indicates that the next-generation 200 could get up to 38 miles per gallon on the highway, which is better than most non-hybrid midsize sedans on the market. Marchionne says that the new Jeep model is expected during the second quarter of this year, but there is no word as to when the new 200 or nine-speed Dart will debut, but clearly Dodge would like to have the transmission in its compact yesterday. As for that volume figure, it definitely doesn't seem out of reach since the Dart, Liberty and 200 combined for a total of more than 225,000 units in 2012.
How many more gears can we expect in future cars? Probably not many more, since the CEO of transmission-builder ZF, Stefan Sommer, previously stated that nine speeds was the "natural limit" for transmissions.