This is all part of the new “Never Lift” business plan.
Dodge is changing. Stellantis, new-owner, announced the first ever electric muscle car in July. It featured a retro design and a completely new performance logo. Dodge today announced its “Never Lift” business strategy, which includes several new initiatives that are expected to be launched as soon as this year.
The announcement by Dodge that it is hiring a Chief Donut Maker is the first and most absurd piece of news. This is not the donut, but the car. The Dodge’s Brotherhood Of Muscle Chief Donut Maker will be an ambassador for Dodge, offering perks such as a Hellcat model to test drive, new clothing (which, we can only envision …),), a $150,000 per year salary, and, most importantly, a business card bearing the official title.
The brand’s Direct Connection performance arm has officially returned to the brand. This was revealed by Dodge with the Challenger Drag Pak in 2018. Direct Connection, as the nameplate suggests, will allow customers to upgrade their vehicles directly from the manufacturer. The first rollouts will include the “Tuner” or “Stage” kits, which promise improvements to the engine and suspension.
Dodge has not yet released all details about these upgrades or what they include, but it did state that the features will only be available to the Challenger at this time. These factory options will be available at dealerships starting December 15, 2021.
Dodge also announced the launch of a new program called Dodge Power Brokers. Dodge Power Brokers is a network that will have dealerships with better-trained staff to serve the performance-oriented customers. Upgrades are only available to certain dealers in the US. This upgrade will also include benefits like high-performance parts installations and the ability compete in motorsports.
Tim Kuniskis (Dow CEO) stated that every Dodge dealer across the country will continue to provide outstanding service and sales experience. Dodge Power Brokers dealers can provide everything that an enthusiast requires to achieve the highest level of performance.