Dodge today promised that as part of its “Never Lift” plan for the coming two years, it will have a minimum of one product- or automotive-enthusiast-related announcement every three months.
Operation 25/8
To whet enthusiasts appetites, the automaker has given some hints about what’s coming. Starting with Operation 25/8, which is an eight-week-long 25-car giveaway. The program will enlist the help of 25 “superstars from the worlds of sports, music, and automotive” each giving an enthusiast the chance to drive away in a new Dodge of their choosing.
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“More than gas, more than batteries, what fuels our run to tomorrow is attitude, a belief that we can always push harder, run faster and flat-out over-deliver on behalf of the brand and the Brotherhood of Muscle,” said Dodge CEO Tim Kuniskis. “25/8 recognizes the spirit that makes Dodge, well, Dodge.”
Expect more details on November 12.
Chief Donut Maker
Dodge is also looking for a new ambassador who embodies the spirit of the “Brotherhood of Muscle.” It will be hiring a “Chief Donut Maker” and giving them a Hellcat as their work vehicle, a wardrobe, a business card, and a $150,000 salary.
“The Dodge brothers were scrappy go-getters. Never content to follow the trends, they were the seekers of a better, faster, more outrageous way of doing things,” said Kuniskis. “And we’re looking to hire someone just like them as an ambassador of Never Lift.”
More details will be available on January 12, 2022.
Power Brokers
The automaker is also preparing a network of elite dealerships equipped with staff trained to deliver performance-focused customer service experience. Dubbed the “Dodge Power Brokers,” the staff will be trained in high-performance features, parts, installation, as well as motorsports.
The selected dealers will host performance clinics for enthusiasts and will have a full lineup of Dodge performance models available for customers to test drive.
“Every Dodge dealer in the country will continue to provide an outstanding sales and service experience,” said Kuniskis. “But Dodge Power Brokers dealers will offer everything an enthusiast needs to reach the next level of performance.”
The program is expected to kick off on December 15, 2021.
Direct Connection’s Triumphant Return
Direct Connection will also make its comeback at Dodge. The performance parts brand will be customers’ exclusive source for factory-backed performance parts and straight-from-the-manufacturer technical information. Dodge Power Brokers will be the exclusive source for all new Direct Connection performance parts.
“Dodge is a pure performance brand, and the reintroduction of Direct Connection will empower members of the brotherhood looking for increased performance without violating emission requirements or the factory warranty,” said Kuniskis. “We’re doubling down on our commitment to Direct Connection by pairing it with our new Dodge Power Brokers program, so when customers want to unlock the true horsepower potential of their Dodge muscle car, they can connect with a network of dealerships as their trusted resource.”
The brand is expected to launch with a full range of factory-tuned parts, including “Tuner” and “Stage” kits that will allow Dodge owners to install factory-tuned, 50-state-legal stage kits. With Stage II kits that are capable of unlocking as much as an extra 100 horsepower and Stage III kits to get even more, there should be plenty for owners to play with.
Direct Connection will also deliver race-ready parts for the Dodge Challenger Mopar Drag Pak, including engines, transmissions, and a body-in-white that allows racers to build their own Drag Pak.
First launched in 1974, the brand offered a massive portfolio of ready-to-run performance parts sold through the dealer network with how-to performance-upgrade guides known as performance recipes. Dodge now plans to carry on that legacy with a new generation of muscle-car enthusiasts.
Expect to hear more about Direct Connection as of December 15, 2021.
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