Television host and comedian Jay Leno and Dodge Brand CEO Tim Kuniskis teamed up to announce a new line of co-branded car care products from Direct Connection, the Dodge brand’s performance products line, and Jay Leno’s Garage.
The new initiative will feature more than 20 premium car detailing and car wash products under the Direct Connection/Jay Leno’s Garage banner, including Direct Connection quick detailer, Direct Connection interior detailer, Direct Connection all-purpose cleaner, and many more products.
A branded Direct Connection detailing bucket also will be sold with a starter kit selection of car care items.
During the Dream Cruise last Saturday, the duo drove Woodward in new 2023 Dodge Challenger SRT Demon 170 “Last Call” special-edition vehicles and made a stop at the official Dodge brand Woodward Cruise display to personally hand out free samples of the product line.
“When it comes to really caring about and maintaining the most amazing vehicles in the world, there’s really no one better to team up with than Jay Leno,” says Tim Kuniskis, Dodge brand CEO — Stellantis. “Jay’s a member of the Brotherhood of Muscle, and we couldn’t be more excited to join together our Direct Connection brand with Jay Leno’s Garage in order to introduce a premium new line of co-branded car care products for enthusiasts.”
Jay Leno’s Garage also was announced earlier this spring as the source for premium car care products delivered with the new, 1,025-horsepower Dodge Challenger SRT Demon 170. Leno also was part of the Las Vegas reveal of the Challenger SRT Demon 170 in March and was surprised by Kuniskis and the Dodge brand with the presentation of his own personal Demon 170 during the Dream Cruise.
The presentation represented the first customer delivery of the Challenger SRT Demon 170, which Dodge states is the fastest, quickest, most powerful factory muscle car in the world.
“When you think of legendary American automobiles, Dodge instantly comes to mind. And now, with a little help from Jay Leno’s Garage car care, we’re ensuring these beauties don’t just run great, they look great, too,” says Leno.
The Dodge Direct Connection performance parts portfolio, launched in March 2022 under the two-year Dodge Never Lift slate of initiatives, continues to grow with the roll out of the new line of more than 20 co-branded car care products. The Direct Connection detailing bucket starter kit, delivered in a 3.5-gallon Direct Connection bucket, will include:
- Direct Connection Quick Detailer
- Direct Connection Ceramic Wash Shampoo
- Direct Connection High Gloss Tire Shine
- Direct Connection All-purpose Cleaner
- Direct Connection Color-changing Wheel Cleaner
- Direct Connection Interior Detailer
- Direct Connection Chenille Wash Mitt (pack)
- Direct Connection Twist Weave Drying Towel (pack)
- Microfiber Dressing Applicator Pad
Pricing, ordering, and product information for the full product line will be available in the fourth quarter of 2023 at DCPerformance.com.
Dodge muscle was born in the 1960s, when Dodge introduced performance upgrades that led to domination at the track and drag strip. As the muscle car enthusiast community exploded, so did the desire for factory-backed go-fast parts.
In 1974, Direct Connection was launched as the exclusive source for performance parts and technical information, straight from the manufacturer. As an industry first, Direct Connection changed the game with a massive portfolio of performance parts sold through the dealer network with technical information and how-to performance upgrade guides.
Dodge is part of the portfolio of brands offered by leading global automaker and mobility provider Stellantis. For more information, visit www.stellantis.com.
