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DODGE ROADMAPS TWO-YEAR PLAN WITH ‘NEVER LIFT’ CAMPAIGN

The Brand Will Also Be Giving Away Cars For The Next Eight Weeks

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

The folks at Dodge are putting it to the floor. Today, at 1:00 PM, ET, Tim Kuniskis took to the stage to deliver details on the brand’s “Never Lift” campaign, as well as the sub-campaigns within it. By that we mean that Dodge is also initiating a plan called “Operation 25/8”, as well as opening up a job opening for “Chief Donut Maker.” Thirdly, Dodge Power Brokers was announced as the official dealer network for Direct Connection performance parts and performance-focused sales and customer service. Direct Connection was a program that existed in the 1970s, and today looks to serve as the exclusive source of the brand’s factory-backed performance parts that maintain the vehicle factory warranty, as well as technical information straight from the factory.

Dodge will provide the timeline, but won’t tell us on which product announcement is major, or minor.

Operation 25/8

Dodge will kickoff its Never Lift campaign with an eight-week, 25-car giveaway beginning November 12. Hence the name. To help promote the event, Dodge is enlisting a combined 25 pro athletes, musicians, and automotive celebrities, as well as the help of Amazon, to give participants a chance to take delivery of any new Dodge of their choosing. We’re not sure the discontinued Durango Hellcat will be part of the selection, but it won’t stop somebody from trying.

Dodge Direct Connection Power Brokers Never Lift Challenger SRT Hellcat Mopar
Direct Connection Dodge Challenger SRT development vehicle, code-named DC 170. Image via Dodge.

Help Wanted: Dodge Chief Donut Maker

Consider the Dodge Chief Donut Maker to be grassroots ringleader of the brand, serving as an ambassador of the Never Lift Campaign. Dodge CEO Tim Kuniskis says that applicants should embody the spirit of the Dodge Brothers, who were “never content to follow the trends, they were the seekers of a better, faster, more outrageous way of doing things.”

Whoever gets hired for this job opening will have a Dodge SRT Hellcat to drive, a salary of $150,000 USD, a uniform wardrobe, and a business card that carries the title “Chief Donut Maker.”

Further Dodge Chief Donut Maker job opening details will emerge on Jan. 12, 2022.

Dodge Mopar Drag Pak Power Brokers Never Lift Challenger Charger Durango SRT 392 Scat Pack NHRA
In the competition arena, Direct Connection will deliver race-ready parts for the Dodge Challenger Mopar Drag Pak, including engines (pictured), transmissions and a body-in-white that will allow racers to build their own Drag Pak. Image via Dodge.

Power Brokers Dealer Network

Here’s where it starts to get a bit more exciting. Dodge is debuting the Power Brokers dealer network, which are a vetted network of showrooms that have the trained staff, the special equipment, and the products on hand to deliver a performance-focused customer service experience. Dodge says that only dealerships with a proven track record of delivering an elevated level of customer service are eligible for this certification.

Dodge Power Brokers dealerships will specialize in high-performance parts and installation, as well as motorsports programs. Customers will be able to upgrade their Dodge vehicles directly through a Power Brokers dealership, which will maintain factory warranties so long as the upgrades are installed by a certified dealer. This elite dealer network will asl be tasked with hosting performance clinics for enthusiasts, and feature a full lineup of Dodge performance models available for customer test drives. Should a customer take delivery of a Dodge Charger or Challenger SRT Hellcat, they’d be able to attend Radford Racing School (formally Bondurant), on the house.

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

Dodge Direct Connection SRT Challenger Mopar Hellcat Dodge Direct Connection Never Lift
First launched in 1974, Direct Connection provided ready-to-run performance parts to help racers compete and win with the Direct Connection logo emblazoned on their vehicles. The return of Direct Connection will supply a new generation of muscle car enthusiasts and racers with factory-backed performance parts and straight-from-the-manufacturer technical information. Image via Dodge.

Dodge Direct Connection Returns: Factory Tuned Parts, 100+ Horsepower Add-Ons

Now for the finale: Dodge announced the return of the Direct Connection performance parts brand, serving as an exclusive source of the brand’s factory-backed performance parts and straight-from-the-manufacturer technical information.

“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,” said 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.”

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

It’s unclear on which vehicle, engine, or trim level this Stage II kit is referring to at this time.

Dodge Hellcat SRT Redeye Charger Challenger Durango Mopar
Image copyright Steven Pham, Muscle Cars & Trucks.

Dodge says that the new Direct Connection performance kits will be available to upgrade the engine, suspension and driveline of a current-era Dodge Challenger, while maintaining vehicle factory warranty when installed by a Dodge Power Brokers dealer.

Dodge Direct Connection support the motorsports realm, as well, and will supply 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 information resources will include a performance parts website, technical information telephone hotline and parts catalog.

Historically, Direct Connection was first launched in 1974 with an extensive portfolio of ready-to-run performance parts sold through the Dodge dealer network with performance-upgrade instructional guides, known as “performance recipes.” Gearheads are no different than bakers, really. If you think about it.

Dodge Direct Connection performance parts and content will roll out Dec. 15, 2021.

Dodge Charger SRT Hellcat Redeye Never Lift Direct Connection Power Brokers Mopar
Image copyright Steven Pham, Muscle Cars & Trucks.

Written by Manoli Katakis

Detroit Region SCCA Member and founder of MC&T. Automotive Media Jedi Knight. Not yet the rank of Master.

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