We now know when the various sub-programs of the Never Lift campaign will launch.
As the world marches on towards electrification, various brands have had to reevaluate their future product plans, including Dodge. But as a highly unconventional company, Dodge knows that it has the love of the American people for its brutish muscle cars and the ridiculous noises they make, so the company has been doing everything it can to make the most of the remaining time we have with overpowered engines. The automaker recently unveiled its new catalog of performance parts, and in November last year, revealed its plans for the 'Never Lift' campaign. That campaign must now be embarked upon, and Dodge has revealed just how that will occur.
Last week, Dodge revealed the sixth "garage door" of its Never Lift campaign when it announced that it would team up with Tony Stewart Racing (TSR) and act as primary sponsor for Top Fuel driver Leah Pruett. Dodge is also throwing its weight behind three-time Funny Car champ Matt Hagan in TSR's inaugural NHRA Camping World Drag Racing Series campaign. That's all good and well, but what about the average American? Well, the abovementioned catalog of Direct Connection performance upgrades will be available soon, as the Dodge Power Brokers dealer network will officially open on March 9. Dealer training is currently underway and a full list of dealers will be announced when the program opens.
However, you needn't actually visit a dealer to purchase Direct Connection upgrades. An online store is coming with over 200 parts, "including new stage kits and performance products for the Dodge Challenger and new race-ready kits for the Dodge Challenger Mopar Drag Pak." Other highlights of the Never Lift campaign include the search for a Chief Donut Maker, a position offering a salary of $150,000, a Dodge wardrobe, and the choice of any high-performance Dodge to use as a company car. Full details on how to apply will be revealed on January 20, so mark the date on your calendar.
Finally, Dodge will also announce the 25 lucky winners of Operation 25//8, an eight-week, 25-car giveaway. If you're unfamiliar with it, this was a campaign featuring 25 ambassadors from various industries as they each helped Dodge to give away a new car during the last eight weeks of 2021. Support came from Amazon, Jay Leno, Travis Barker, Richard Rawlings, and more. The full list of winners will be revealed "by January 31," so keep an eye on your inbox if you were involved.
We'll be sad to see this sort of campaign disappear once only EVs are on the roads, but with Dodge's commitment to extremism, we're sure that the brand will be just as wild in the new era, even if we don't hear the whine of a supercharger alongside the squeal of tortured rubber.