Dodge Unveils Two-year ‘Never Lift’ Muscle-car Business Plan

The Dodge brand of Stellantis in Auburn Hills has unveiled a two-year business plan that promises a minimum of one product- or automotive-enthusiast-related announcement every three months.
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Dodge has unveiled a two-year business plan called Never Lift that promises a minimum of one product- or automotive-enthusiast-related announcement every three months. // Courtesy of Dodge
Dodge has unveiled a two-year business plan called Never Lift that promises a minimum of one product- or automotive-enthusiast-related announcement every three months. // Courtesy of Dodge

The Dodge brand of Stellantis in Auburn Hills has unveiled a two-year business plan that promises a minimum of one product- or automotive-enthusiast-related announcement every three months.

The initiative is called Never Lift, according to Dodge Grand CEO Tim Kuniskis, referring to drivers never lifting their feet off the accelerator.

Kuniskis kicked off the plan with four announcements, the first of which is Operation 25/8, an eight-week, 25-car giveaway.

The 25/8 dream-car giveaway will enlist the support of 25 stars from the worlds of sports, music, and automotive, with each offering muscle-car enthusiasts a chance to drive off with the new Dodge of their choosing. Amazon also will take part in the giveaway.

“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,” says Kuniskis. “25/8 recognizes the spirit that makes Dodge, well, Dodge.”

More details will be revealed Nov. 12.

Dodge is including its dealers in its new plan. That element is called Power Brokers, a network of elite dealerships equipped with staff trained to deliver a performance-focused customer service experience.

Certified Dodge Power Brokers dealership sales, service, and parts department staff will meet high standards of comprehensive knowledge and expertise in areas including Dodge vehicle features, high-performance parts and installation, as well as its motorsports programs. Only dealerships with a proven track record of delivering an elevated level of customer service are eligible for Dodge Power Brokers certification.

“Every Dodge dealer in the country will continue to provide an outstanding sales and service experience,” says Kuniskis. “But Dodge Power Brokers dealers will offer everything an enthusiast needs to reach the next level of performance.”

Sales personnel at Dodge Power Brokers dealerships will have the knowledge to walk customers through Dodge vehicle performance features and available performance upgrades. Customers also will 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 factory vehicle warranty when parts are installed by a Dodge Power Brokers dealer.

Dodge Power Brokers dealers also will host performance clinics for enthusiasts and feature a full lineup of Dodge performance models available for customer test drives.

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

Dodge Power Brokers dealers will serve as the exclusive source for all new Direct Connection factory-backed performance parts, which are being reintroduced to the marketplace.

“Dodge is a pure performance brand, and the reintroduction of Direct Connection will empower members of the brotherhood looking for increased performance without violating emission requirements or the factory warranty,” says Kuniskis. “We’re doubling down on our commitment to Direct Connection by pairing it with our new Dodge Power Brokers program, so when customers want to unlock the true horsepower potential of their Dodge muscle car, they can connect with a network of dealerships as their trusted resource.”

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

All-new Direct Connection modern performance kits will be available to upgrade 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 parts catalog.

Dodge Direct Connection performance parts and content will roll out along with Dodge Power Brokers on Dec. 15.

Kuniskis also says the brand is looking for a brand ambassador for Never Lift who embodies the spirit of the founding Dodge brothers.

“The Dodge brothers were scrappy go-getters,” Kuniskis says. “Never content to follow the trends, they were the seekers of a better, faster, more outrageous way of doing things. And we’re looking to hire someone just like them as an ambassador of Never Lift.”

Job benefits include a Dodge Hellcat to drive, a $150,000 salary, wardrobe, and a business card that carries the title Chief Donut Maker.

Dodge says it will provide more details of the Chief Donut Maker program on Jan. 12, 2022.

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