Dodge Remains The ‘Burger Joint’ Of Auto Brands Even In Electrifying Era

All automakers are ambivalent about it, but no brand name is being dragged kicking and screaming into electrification of the market like Dodge.

It’s not a surprise that the age of electrification would be anathema to a brand name designed on rumbling exhaust techniques, 800-horsepower internal-combustion engines and system styles that unapologetically hearken back again to the period of 50-cents-a-gallon gasoline.

But whilst Dodge has laid out a timeline for finally fielding its possess all-electrical vehicles more than the future pair of several years, its commitments there continue being only a requisite backdrop to the brand’s whole-throated participation in the listed here-and-now of gasoline-run muscle mass cars. That is the image and products-line emphasis Stellantis (then Fiat Chrysler) staked Dodge to numerous decades back as a way of preserving the brand, reworking it from a bland me-far too marque devoted to mainstream family members haulers, and Dodge has been extraordinary since then in continuing to emphasize its new persona.

“We mentioned the subsequent 24 months are heading to be like juggling knives for us,” Dodge chief Tim Kuniskis advised journalists this 7 days. “Transitions are a lot easier when they are wants-based mostly, not wants-based. And I’ll be honest: Electrification is type of like the world heading vegetarian, and Dodge is like a burger joint. We do one point, and we do it truly perfectly. We’re not vegetarian nonetheless.”

Witness Dodge’s most recent promoting party, a contest to choose an American off the road to satisfy a a single-yr, $150,000 position as “Chief Donut Maker” and serve as a new variety of brand ambassador for Dodge’s autos and position of view. Immediately after sifting via 173,500 programs and conducting a reality-Tv set kind overall performance contest for finalists that was chronicled on-line, Dodge topped a manufacturer enthusiast and challenging-driving hobbyist in Preston Patterson of North Carolina.

And Kuniskis was fast to underscore the authenticity of the contest by noting that Patterson, a lawful-business office personnel in his 30s, experienced turn into quickly dismayed with the model. “He went and purchased a Porsche,” Kuniskis explained, “but what he seriously discovered out is he missed Dodge, American muscle, the community” that Dodge has nicknamed the Brotherhood of Muscle mass.

Patterson “was publicly vital of the Dodge brand, so he’s bought reliability,” Kuniskis mentioned. “It would have been way safer for us to go out and get a speaking head who [toed] the company line all the time, but it wouldn’t have assisted. We’re in a significant transition, and it is not intended to be simple. We’re supposed to be questioned. Which is why we require a person like this.”

The Chief Donut Maker’s position will include taking part in a host of Dodge gatherings this kind of as Roadkill nights, a Dodge and MotorTrend road drag-racing competition which is often held in Pontiac, Mich., just before the once-a-year Woodward [Avenue] Aspiration Cruise in Detroit and its in close proximity to suburbs.

And though the Main Donut Maker contest is partly the type of promoting theater at which Kuniskis has excelled, and at which Stellantis all round has excelled beneath CMO Olivier Francois, Patterson genuinely will have to place up with the ambivalence or outright opposition of present Dodge followers who query the brand’s giving any due to electrification.

So far, Dodge has explained that it is going to reveal a hybrid new variation of its fabled Hornet nameplate in August, in a compact crossover car that is expected to share a mechanical platform with the company’s Alfa Romeo Tonale and be built in Italy. Dodge also plans to start a battery-electric powered muscle mass auto in 2024 and designs to clearly show an electrical notion this yr.

Kuniskis promised that, as Dodge wends its way into electrification, its products and solutions and the manufacturer will stay true to what Stellantis entrepreneurs and item developers have so keenly and successfully developed.

“We could explain to absolutely everyone to overlook every thing we explained to you about muscle autos for the past 50 many years, and [say], ‘This is what you genuinely want,’” he explained. “Everyone [else] in the industry is heading to be saying just the very same thing” about their electrified autos. “But Dodge has in no way won when we observe other persons.”