Dodge Announces ‘Never Lift’ Business Plan, The Muscle Car brand’s Two-Year Look At


DetroitDodge Brand Manager Executive officer Tim kuniskis today presented the brand’s two-year business plan, which he called Never Lift.

* Never Lift to provide a 24 month roadmap for future Dodge performance

* The Dodge brand will crush the ‘go’ pedal with quarterly news announcements

* Operation 25/8 leads the launch of Never Lift with a massive eight week giveaway and 25 dream cars

* Details of Operation 25/8 will be published November 12, 2021

* The future program is looking for the Dodge “Chief Donut Maker” brand; more information should arrive in January 2022

* Dodge introduces the Dodge Power Brokers dealer network as an exclusive source of new direct-connect performance parts and performance-driven sales and customer service

* Dodge announces the return of Direct Connection as an exclusive source of factory-backed brand performance parts that maintain the vehicle’s factory warranty, as well as technical information direct from the factory

* New line of Direct Connection performance parts and roll-out of the Dodge Power Brokers program December 15, 2021

The Dodge Never Lift plan will be news-rich, calling for at least one product or auto enthusiast-related ad every three months.

Today’s 24-month Never Lift rollout included four additional news announcements.

Operation 25/8

Dodge has given a first look at a massive eight-week, 25-car giveaway that it calls Operation 25/8.

Operation 8/25 is named after the Spirit of Dodge and the “Brotherhood of Muscle” that goes beyond 24/7 (one more hour, one more day).

The 25/8 Dream Car Competition will have the support of 25 superstars from the worlds of sports, music and automobiles, each giving muscle car enthusiasts a chance to take off with the new Dodge of their choice. Amazon will also participate in the competition.

“More than gasoline, more than batteries, what fuels our race towards tomorrow is the attitude, the conviction that we can always push harder, run faster and deliver to the limit in the name of the brand and from Brotherhood of muscle‘Kuniskis said. “8/25 recognizes the spirit that makes Dodge, well, Dodge. “

More details on Operation 25/8 will be published November 12, 2021.

Chief donut maker

Kuniskis also added a preview of a consumer program designed to celebrate one of the little-known enthusiasts who form the backbone of the Dodge brand’s “Brotherhood of Muscle”.

According to Kuniskis, Dodge is looking for a Never Lift “ambassador” who embodies the spirit of the Dodge founding brothers.

“The Dodge brothers were disjointed go-getters. Never content to keep up with the trends, they were looking for a better, faster and more outrageous way to do things, ”Kuniskis said. “And we are looking to hire someone like them as the Never Lift Ambassador.”

Among the job perks, Kuniskis listed a Hellcat to drive, $ 150,000 salary, wardrobe and a business card with the title “Chef Donut Maker”.

Dodge will provide more details on the Chief Donut Maker program at January 12, 2022.

Dodge Power Brokers

Dodge introduces Power Brokers, an elite dealer network staffed with trained staff to deliver a performance-driven customer service experience.

Dodge Power Brokers Certified Dealer Sales, Service and Parts staff will meet a high standard of comprehensive knowledge and expertise in areas such as Dodge vehicle specifications, parts and high performance installation, as well as motorsport programs. Only dealers with a proven track record in providing a high level of customer service are eligible for Dodge Power Brokers certification.

“Every Dodge dealer nationwide will continue to provide an exceptional sales and service experience,” said Kuniskis. “But Dodge Power Brokers will offer everything an enthusiast needs to reach the next level of performance. “

Dodge Power Brokers dealership sales personnel will have the knowledge to guide customers through the performance features of Dodge vehicles and the performance upgrades available. 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 balance of the vehicle’s factory warranty when parts are installed by a Dodge Power dealer. Brokers.

Dodge Power Brokers will also run performance clinics for enthusiasts and have a full line of Dodge performance models available for customer test drives.

Dodge Power Broker program will begin to roll out December 15, 2021.

Direct connection

Performance has a new name at Dodge.

Dodge today announced the return of the Direct Connection performance parts brand as an exclusive source of brand factory-backed performance parts and technical information direct from the manufacturer.

Dodge Power Brokers will serve as the exclusive source for all new Direct Connection performance parts.

“Dodge is a brand of pure performance, and the reintroduction of Direct Connection will allow Brotherhood members looking for increased performance without violating emission requirements or the factory warranty,” Kuniskis said. “We are doubling down on our commitment to direct connect by combining it with our new Dodge Power Brokers program. So when customers want to unleash the true power potential of their Dodge muscle car, they can connect with a dealer network as their Trusted Resource. ‘

Direct Connection will launch with a full line of factory-tuned parts, including the exclusive new Direct Connection “Tuner” and “Stage” kits that will allow Dodge owners to install legal stage kit calibrations in 50 tuned states. factory. The Direct Connection Stage II kit can unlock almost 100 additional horsepower, while a Stage III kit is in development to unlock even more.

All-new, modern direct-connect performance kits will be available to upgrade the engine, suspension and drivetrain of the current era Dodge Challenger while maintaining the vehicle’s factory warranty when installed by a Dodge dealer. Power Brokers.

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

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

Direct Connection was first launched in 1974 as an exclusive source of performance parts and technical information, direct from the manufacturer. As an industry first, Direct Connection has been a game-changer with an extensive portfolio of off-the-shelf performance parts sold through the dealer network with how-to performance upgrade guides known as Recipes. performance. The Direct Connection hotline, the catalog and more armed runners and enthusiasts with the information they wanted. Whatever the performance need – street, track or strip – Direct Connection has provided the parts and knowledge.

Dodge will continue this legacy of performance by providing a new generation of muscle car enthusiasts looking for ‘out of the box’ parts with a one-stop shop for high performance parts and factory-backed technical expertise, direct from factory.

Dodge Direct Connection performance parts and content will be deployed December 15, 2021.

Dodge // SRT

For over 100 years, the Dodge brand has carried on the spirit of the John brothers and Horace Dodge. Their influence continues today as Dodge shifts into high gear with muscle cars and SUVs that deliver unmatched performance in each of the segments where they compete.

Dodge moves forward as a pure performance brand, offering SRT versions of every model in the lineup. For the 2022 model year, Dodge delivers the 807-hp Dodge Challenger SRT Super Stock, the 797-hp Dodge Charger SRT Redeye, the world’s most powerful and fastest production sedan, and the Dodge Durango SRT 392., America’s fastest, most powerful and best performing three-row SUV. Together, these three muscle cars make Dodge the most powerful brand in the industry, delivering more power than any other American brand across its range.

In 2020, Dodge was named “# 1 brand in initial quality,” making it the first national brand to rank # 1 in the JD Power Initial Quality Study (IQS). In 2021, the Dodge brand ranked # 1 in the JD Power APEAL (mass market) study, making it the only national brand to do so two years in a row.

Dodge is part of the portfolio of brands offered by the world’s leading automaker and mobility provider Stellantis. For more information regarding Stellantis (NYSE: STLA), please visit

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