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Dodge Will Detail Its Never Lift Campaign At 1:00 PM, Eastern

2024 2023 Dodge Charger Challenger Barracuda Cuda 'Cuda EV Electric Muscle Car Vehicle Tim Kuniskis STLA Large Platform
Screenshot via Stellantis.

During the Dodge-sponsored Roadkill Nights that took place earlier this August, the weekend before the Ford-sponsored Woodward Dream Cruise, brand CEO Tim Kuniskis briefly touched on something that he referred to as the “Never Lift” campaign, which encompasses new Dodge models and initiatives over the next two years – beyond what we currently see with today’s Charger, Challenger and Durango.

Update: Details on the Dodge Never Lift Campaign, including initial information on the Chief Donut Officer Job Opening, Dodge Power Brokers, and Dodge Direct Connection can be read about here.

Dodge CEO Tim Kuniskis will present the Never Lift campaign on a video happening the brand’s official website. It’s expected that the campaign will encompass reveal timelines of planned product/vehicle debuts, but will keep enthusiasts on the hook by not disclosing what will be revealed ahead of time. Moreover, Dodge has teased something called “Direct Connection.”

Electric Dodge Charger Challenger Muscle Car
Screenshot via Stellantis.

Dodge To Debut Concept Vehicle In Early 2022

“When we do the Never Lift campaign, we’re going to drop “something” within the next 3-4 months. Some minor, and some major,” Kuniskis told us back in August. “One thing I’m telling everybody ahead of time is that we’re absolutely committing to showing everybody a concept in the early part of next year.”

The Dodge CEO made sure to note that the reveals will range in significance. Some major, some minor.

“It’s not just going to be a styling concept,” he said. “It’s going to show how we transition to the new world. This is how Dodge is going to do electrified technology. And everybody can breathe a sigh of relief. Because Dodge is not changing, and it’s not changing what they do, they’re staying true to their performance image and focus, they’re just going to leverage the technology and make it better.”

2021 Dodge Charger SRT Hellcat Redeye Muscle Car
Image copyright Steven Pham, Muscle Cars & Trucks.

Brotherhood Of Muscle, Stellantis Electric Vehicle Ambitions

Muscle car enthusiasts who prefer high-octane Charger 392 Scat Packs and 707 horsepower Challenger SRT Hellcats were left in a sense of confusion after Dodge teased an electric vehicle during Stellantis EV Day in July, presumed to be a Dodge Charger EV. Kuniskis believes that the Dodge Never Lift Campaign will communicate the direction with more detail, as well as alleviate concerns of abandonment some customers may have.

“We’re actually going to tell people how we’re doing it. Some of those things in the video and more that are the teasers, we’re going to explain more of what we’re doing. So people are going to get a lot more information way before the car comes out… they’re going to go: ‘I see where they’re going with this.’”

Check back in to MC&T at 1:00 PM, EST today for more.

Dodge Durango SRT Hellcat July 4
Image copyright Steven Pham, Muscle Cars & Trucks

Written by Manoli Katakis

Muscle Cars & Trucks was founded by Manoli Katakis - an automotive media veteran that has been covering the latest car news since 2009. His journalism has uncovered dozens of major product changes, updates, plans, and cancellations long before automakers were ready to make things official.

Some highlights over the years of his reporting include the uncovering of the Zora trademark before anybody else reported on the coming of a mid-engine Corvette, as well as the dead-accurate reporting of the coming of the Chevrolet Colorado ZR2, two years before it hit the market, and even before the debut of the concept vehicle. This type of reporting has immediately continued here, with reports of the original seventh-generation Camaro plans being shelved, as well as what's in store for the Chevrolet Silverado.

Some of his work can be found on massive automotive media outlets, such as Motor1. He also has been a guest on the 910AM Radio Station with Detroit News auto critic Henry Payne, as well as the enthusiast-oriented Camaro Show podcast.

Over the years, Manoli has interviewed various automotive industry titans, leaders, and people that make things happen otherwise. These include figureheads such as GM CEO Mary Barra, GM President Mark Reuss, automotive aftermarket icon Ken Lingenfelter, Dodge firebrand Tim Kuniskis, along with various chief engineers of vehicles such as the Ford F-150 & Mustang, Chevrolet Camaro & Corvette, and many more.

At MC&T, Manoli is taking his journalism expertise, deeply planted sources, driving abilities, and automotive industry knowledge to new levels, covering more vehicles and brands than ever before. This is the place where you will continue to read groundbreaking stories about American performance vehicles, pickup trucks, and sport utility vehicles. Here is where you’ll also read insights and quotes from various automotive subject matter experts on the latest relevant products, as well as some of the latest official news from their manufacturers.

Fun facts: he also once beat Corvette Racing driver Tommy Milner in an autocross with a Chevrolet Bolt EV. The biggest vehicle he’s ever driven is a John Deere mining truck. Besides a go-kart, the smallest vehicle he’s driven has been a Hyundai i10. He’s also spent time in the cockpit of various American performance vehicle icons, including the fifth-generation Chevrolet Camaro Z/28, Dodge Challenger Demon, and Ford Mustang GT350R. He has reviewed dozens of trucks, SUVs, and performance vehicles over the years.

One of his favorite new vehicles on the market today happens to be the Chevrolet Colorado ZR2 Bison. He is also a card carrying member of the Sports Car Club of America, and regularly participates in Detroit Region autocross events.

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