Dodge CEO Timothy Kuniskis told CNBC on Friday that he isn't worried about reports of Ron Burgundy talking badly about the company's Durango after he was hired to promote it because "the return on investment [from the campaign] is huge," Kuniskis said on "Squawk on the Street."
The first commercials featuring Will Ferrell as the lovable but clueless Burgundy were released in early October and tied to the debut of "Anchorman 2." Some of the ads have nearly 15 million views on YouTube.
In November the Huffington Post reported that Will Ferrell (while in character as Ron Burgundy) called the Durango a terrible car during an appearance on Conan O'Brien's talk show "Conan."
(Watch: Ron Burgundy ad paying off)
When the late-night talk show host informed Burgundy that Durango sales rose 59 percent since the ads started airing, Burgundy replied: "Pretty incredible, pretty amazing. And what's so amazing about it is, it's a terrible car. ... Just horrible craftsmanship," he said.
Kuniskis said he was not surprised, or upset by the remarks.