Including an opening for Chief Donut Maker and launching dedicated performance dealerships called Dodge Power Brokers.
Earlier this year, we started wondering what would happen to Dodge. If you look at its current range, it has the Challenger, Charger, and the Durango. And all of them are available with at least 700 horsepower. That's what Dodge is for; putting stupidly powerful supercharged V8s into its cars. How the 700-hp minivan still doesn't exist is beyond us.
Dodge has announced that it will be moving into electric muscle cars in 2024, but this announcement was part of a more extensive Stellantis media briefing. Now Dodge is finally ready to unveil its two-year plan but in typical Dodge fashion.
Instead of giving it some fancy corporate marketing name, Dodge decided to call its two-year plan "Never Lift". And by never lift, Dodge is talking about new performance product introductions. Dodge states that it will introduce a minimum of one product or automotive-enthusiast-related announcement every three months. Some announcements will be significant; others will likely be special editions.
Other projects are also involved. The first is Project 25/8, which is a 25-car giveaway spanning over eight weeks. It will involve the support of Amazon and 25 superstars from sports, music, and the automotive industry. In short, if you win, you get to drive away with the Dodge of your choosing. Thankfully, the Grand Caravan is no more, but the Challenger remains a firm favorite.
Dodge says 25/8 is named after the spirit of Dodge, which is to go above in beyond. As in, one more than 24/7. "More than gas, more than batteries, what fuels our run to tomorrow is an 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 Tim Kuniskis, CEO of Dodge. "25/8 recognizes the spirit that makes Dodge, well, Dodge."
Dodge is also creating a new job opening titled Chief Donut Maker. This job won't be in the cafeteria but rather as a brand ambassador that embodies the spirit of Dodge.
"The Dodge brothers were scrappy go-getters," said Kuniskis. "Never content to follow the trends, they were the seekers of a better, faster, more outrageous way of doing things. And we're looking to hire someone just like them as an ambassador of Never Lift."
The job benefits include a Hellcat to drive, a $150,000 salary, a wardrobe, and a business card that carries the title "Chief Donut Maker." Imagine slapping that puppy on the bar counter after a long week. The opposite sex will be swooning.
The announcements we're most interested in are the return of Direct Connection and Dodge Power Brokers. Direct Connection is a return to factory-backed performance parts and straight-from-the-manufacturer technical information. The Challenger remains a fan-favorite in the muscle car segment. "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."
Dodge Power Brokers are basically next-level dealerships. All Dodge dealerships will continue to offer the same levels of service and expertise. Still, the Power Brokers will be a network of elite dealerships equipped with staff trained to deliver a performance-focused customer service experience. A salesperson will talk you through all of the available performance options, and you can then purchase a car with these parts fitted from the factory. When installed by a Power Broker, the new owner keeps the balance of the factory vehicle warranty.
As for new models, Dodge is still keeping quiet. For 2022, the 807-horsepower Dodge Challenger SRT Super Stock, the 797-horsepower Dodge Charger SRT Redeye, and the Dodge Durango SRT 392 will be the main product offerings. When last we heard, the Durango was living on borrowed time.