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Dodge will pay someone $150,000 to drive a Hellcat muscle car for a year


Mon, November 8, 2021


Dodge is putting the pedal to the metal as it drives toward the debut of its first all-electric muscle car.
The brand has announced a new business plan called Never Lift that combines new products and giveaways with a rebooted performance parts business.
The project includes the hiring of a Chief Donut Maker who will be paid $150,000 for a year to drive a Dodge Challenger SRT Hellcat and be an ambassador for the brand at select events scheduled around their day job.
There's also a 25/8 promotion that's named to signal Dodge works harder than 24/7 and will have celebrities from the automotive, sports and entertainment worlds giving away dream cars through individual sweepstakes.

All of it coincides with the launch of the Direct Connection performance and racing parts brand and a network of Power Brokers, which are Dodge dealers that have been certified to sell and service Direct Connection products.
Direct Connection is a reboot of a brand that was first created in 1974 and later became Mopar Performance Parts. The new catalog will run the gamut from factory-warrantied tuning kits that can boost the power of a Hellcat V8 by 100 hp or more to full Dodge Challenger bodies for drag racing builds. The Mopar Performance Parts brand will sunset with the advent of Direct Connection, while Mopar will continue to use the Jeep Performance Parts name.
More info on how to apply to become the Chief Donut Maker is coming in January and Dodge is promising to make at last one product or enthusiast-related announcement every three months for the next two years before its first electric model goes on sale in 2024.
 

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Dodge Power Broker + Direct Connection Reveal


Nov 8, 2021

Join Dodge as we celebrate our Never Lift commitment, and our 24 months of muscle, including Direct Connection, Power Brokers, and Operation 25//8. After more than a century of making trouble, we craft muscle cars with massive doses of attitude. Built for top performance — from power off the line to handling in the corners — every Dodge vehicle delivers an impressive combination of power, technology, capability and efficiency. If you have questions about our products or would like to contact Dodge directly, please use the "Contact Us" option from our website: http://www.dodge.com.
 

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Dodge 2-Year Plan Includes Chief Donut Maker, Return of Direct Connection
The Dodge business plan promises product news every quarter, leading up to first EV in 2024.

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Dodge fans take note: the performance brand is promising product news every four months for the next two years, leading up to the first electric vehicle to wear the badge. Never Lift is the name of a new business plan described as a 24-month road map to Dodge's performance future. That takes us to the eve of 2024, which is when Dodge will introduce its first pure electric car. Every indication is the EV will live up to the brand name and go like a bat out of hell.

Dodge Brand CEO Tim Kuniskis has said motors and batteries are the natural evolution of the brand because the tech will take powerful cars and amplify them.

And for students of the brand, Dodge's electric muscle car is expected to bring back the fratzog logo, a red triangular, somewhat menacing symbol dusted off from the past. Teaser videos have shown the 1960s-era logo on a vehicle with a full-width '60s-style grille. As for the word fratzog, it seems to be completely made up; an interesting name for a new logo. It is a fitting name to bring back as it harkened an era that was looking to define its future.
Fate of Dodge
When Fiat Chrysler Automobiles merged with PSA Group to become Stellantis, an automaker with 14 brands to wrangle, the speculation was rampant that the Dodge and Chrysler brands were endangered species. But Stellantis CEO Carlos Tavares said every brand must prepare a business plan to show its long-term viability.

Dodge has been reduced to the Dodge Challenger and Dodge Charger muscle cars and the masculine Dodge Durango SUV. Every time their performance increases with a new variant or package, the vehicles gain market share, despite their age. It is unclear if the EV replaces one of the cars or is an addition to the lineup.

To build excitement over the next two years until the EV arrives, the Never Lift plan calls for a piece of news every quarter and a number of marketing moves, including an ambassador for the brand, car giveaways, dealer initiatives, and the return of Direct Connection performance parts.
Let's unpack them:
Certified Performance Dealerships
Dodge Power Brokers is a network of dealerships certified to sell and service enthusiast vehicles that require high-performance parts. Sales personnel will be versed in performance features and can sell upgrades directly from the dealership. Service staff are trained in high-performance parts and have motorsports expertise. The dealerships will host performance clinics and have a full lineup of performance models for test drives when the program rolls out on Dec. 15.

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And You Get a Car
Dodge is tapping 25 car enthusiasts who are famous in the sports, music, and entertainment worlds and offering them a Dodge of their choosing. Operation 25/8 (so-named for the "Brotherhood of Muscle" that goes above and beyond the normal 24 hours a day, seven days a week, hence 25 and 8) will give the cars away over eight weeks. We are promised more details on Nov. 12.

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Chief Donut Maker
Dodge is looking for an ambassador that embodies the scrappy spirit of the original Dodge brothers. The job comes with a $150,000 salary, a Hellcat, wardrobe (we suspect no ties involved), and a business card with the title "Chief Donut Maker."

 
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