Dodge Teases its Performance Future With Giveaways, Product Announcements

Dodge Direct Connection
The Dodge “Direct Connection” brand promises performance enhancements for enthusiats.

Dodge brand fans rejoice! Once rumored to be on the chopping block, the brand’s new owners are promising a bright future for this one-time Chrysler Corporation division. Now owned by Stellantis, a company formed this year due to the merger of Fiat Chrysler and the PSA Groupe, Dodge will see new products long-term, with some highly interesting announcements forthcoming.

On Monday, Dodge Brand Chief Executive Officer Tim Kuniskis broadcast the marque’s two-year business plan, labeled Never Lift. According to Kuniskis, the Dodge Never Lift project will be packed with news. In particular, there will be at minimum one product- or automotive-enthusiast-related proclamation every three months.


Dodge: Four Major Announcements


To launch its latest public relations initiative, Dodge made four additional announcements. These are: Operation 25/8, Chief Donut Maker, Dodge Power Brokers, and Direct Connection.


24 Months of Muscle
Dodge launches “24 Months of Muscle,” with a 25-car giveaway the heart of the initiative.

Announcement No. 1: Operation 25/8

Get ready to win a new Dodge! That’s exactly what the brand has in mind with its Operation 25/8 program. Here, Dodge will give away 25 cars over eight weeks. Additional details will roll out by the end of the week, but there are a few things we know about it.

Specifically, Operation 25/8 marks the spirit of Dodge and the “Brotherhood of Muscle” that the company says goes above and beyond for 24 hours a day, seven days a week. In going beyond, Dodge added one more hour and one more day. To help with this initiative, Dodge has enlisted 25 celebrities representing three areas: sports, automotive, and music.

“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.”


Dodge 25 8


Announcement No. 2: Chief Donut Maker

The next program, according to Kuniskis, involves a search for an “ambassador” of Never Lift who exemplifies the spirit of the original Dodge brothers.

“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.”

Among the job’s benefits, the ambassador will enjoy driving a Hellcat. This individual will also receive a $150,000 salary, related wardrobe, and a business card that bears the title, “Chief Donut Maker.” More details about this program are due on Jan. 12, 2022.



Announcement No. 3: Dodge Power Brokers

On the dealership level, Dodge is introducing Power Brokers. This will represent a system of elite dealerships equipped with staff members qualified to provide a performance-focused customer service experience.

Specifically, certified Dodge Power Brokers’ dealership sales, service and parts department workforce will meet high-level standards of comprehensive knowledge and expertise in distinct areas. These include Dodge vehicle features, high-performance parts and installation, in addition to motorsports programs. Only those dealerships with a demonstrated track record of supplying a superior level of customer service are entitled to receive 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.”

Dodge Power Brokers dealers will also put on performance clinics for devotees and feature a full product line of Dodge performance models available for customer test drives. This program rolls out on Dec. 15, 2021.



Announcement No. 4: Direct Connection

The fourth announcement covered “Direct Connection,” Dodge’s new performance parts brand. Direct Connection is the exclusive source for Dodge’s factory-backed performance parts and straight-from-the-manufacturer technical information.

Direct Connection will start with a full line of factory-tuned parts, including special new Direct Connection “Tuner” and “Stage” kits that will permit Dodge owners to install factory-tuned, 50-state-legal stage kit calibrations. The Direct Connection Stage II kit can unlock nearly 100 additional horsepower. Likewise, a Stage III kit is under development to uncover even more.

The Direct Connection performance kits will be available to enhance the engine, suspension, and driveline of the current-era Dodge Challenger while maintaining vehicle factory warranty when installed by a Dodge Power Brokers dealer.

In the competition arena, Direct Connection will deliver race-ready parts for the Dodge Challenger Mopar Drag Pak, including engines, transmissions, and a body-in-white (BIW) that will allow racers to build their own Drag Pak.

Direct Connection resources for muscle car enthusiasts and racers will include a performance parts website, technical information telephone hotline, and a parts catalog.


Dodge Never Lift Rear


Looking Ahead


Importantly, the current Dodge announcements focused exclusively on today’s models, which include the Challenger coupe, Charger sedan, and the Durango SUV. Dodge made no mention of the brand’s EV future, although we believe that these new initiatives will serve as a segue to what is to come. Likely, that’s a gradual transition to electrification, one that won’t ignore Dodge’s core enthusiasts.


See AlsoThe Limited Edition 2021 Dodge Durango SRT Hellcat

Photos copyright Stellantis N.A.

Author: Matthew Keegan
Matt Keegan is a journalist, media professional, and owner of this website. He has an extensive writing background and has covered the automotive sector continuously since 2004. When not driving and evaluating new vehicles, Matt enjoys spending his time outdoors.

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