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.”
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.”
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.’”
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