Dodge announced a new business plan with so much great news for muscle car lovers, it will make your head and wheels spin. The two-year plan is called ‘Never Lift’ as in ‘Never take your foot off the gas’. The plan starts with an eight-week program to give away 25 Dodge dream cars, like the 2021 Dodge Challenger or Charger SRT Hellcats. Dodge is also looking for one special ambassador that will win the use of a Hellcat for a year, earn $150,000 and be given the title of “Chief Donut Maker”. Dodge is promising to release new information every three months.
Watch Dodge’s News-Packed Announcement:
Dodge’s Never Lift Business Plan
Dodge is releasing a preview of sorts of all the things it plans to do over the next two years. It even has a calendar showing when some of the performance announcements will be made. Dodge has promised an electrified muscle car by 2024. According to Dodge Brand Chief Executive Officer Tim Kuniskis, the company will be making announcements every three months, some will be major announcements, others will be smaller.
Never Lift Operation 25/8
Never Lift launches with a contest called Operation 25/8. Dodge intends to give away 25 dream cars over eight weeks. The full details of the giveaway will be released November 12, 2021. Operation 25/8 is looking for the performance enthusiasts that exemplify the spirit of the Dodge brothers who founded the brand. According to Dodge, they are looking for fans that go above and beyond 24 hours a day, seven days a week (going one more hour, one more day).
“The 25/8 dream-car giveaway will enlist the support of 25 superstars from the worlds of sports, music and automotive, with each offering muscle-car enthusiasts a chance to drive off with the new Dodge of their choosing. So Amazon wants to take part in the giveaway.”
“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 Kuniskis . “25/8 recognizes the spirit that makes Dodge, well, Dodge.”
Chief Donut Maker
Dodge will be providing more details about the Chief Donut Maker program on Jan. 12, 2022. Dodge is looking for a special fan to represent the muscle car brand. It has to be someone scrappy like the Dodge brothers.
“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.”
Kuniskis says this new representative of the “Brotherhood of Muscle” will be given a Hellcat to drive, $150,000 salary, Dodge logo clothing and a business card that carries the title “Chief Donut Maker.”
Direct Connection Parts to Return
Dodge is bringing back its Direct Connection performance parts brand as the exclusive source of the brand’s factory-backed performance parts. Direct Connection will sell Hellcat and Redeye “Tuner” and “Stage” kits. A Stage II kit can add nearly 100 additional horsepower. They are working on a Stage III kit to add even more horsepower. Most importantly, the kits will carry the factory-backed warranty and won’t violate state emissions rules.
“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
Dodge also announced that it will set up an elite dealer network called Dodge Power Brokers. Direct Connection parts will only be sold at a Power Brokers dealer. The people working at the Dodge Power Brokers dealers will be specially trained to provide customer service to buyers wanting performance parts and information. Only dealerships with a proven track record of delivering to an elevated level of customer service are eligible for Dodge Power Brokers certification.
“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.”
More information about the Direct Connection parts and the Power Brokers Dealers will be released December 15, 2021. Customers will also be able to purchase a vehicle with upgrades directly from a Dodge Power Brokers dealership, with the added benefit of maintaining the factory vehicle warranty when parts are installed by a Dodge Power Brokers dealer.
We’ll have much more information on all of the new Dodge initiatives as details are released.
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All photos for this story were provided by Dodge or its parent company Stellantis