Undoubtedly, Dodge will have their work cut out for them when it comes to convincing their Brotherhood of Muscle to embrace the new direction. We’re talking of course of the brand abandoning its proven formula of success, and taking on an electric muscle car direction, leaving behind newly formed icons like the Hellcat V8 engine along the way. Perhaps it’s because of politicians trenching themselves into championing batteries rather than being open to a spectrum of solutions, but it doesn’t stop the brand from being caught in the crosswind, and having to adapt to survive.
The Big Electric Muscle Car Bet
Tavares reiterated the words spoken by Tim Kuniskis and stated that he believes a younger generation of fans would assist in carrying Dodge’s muscle car legacy into the future. Tavares also noted that research shows that customers in their thirties are open to burning rubber with an electric vehicle. The theory is that so long as they get a thrilling experience with an electric powertrain, they’ll be happy.
While it’s true that a subset of younger people are open to EVs, Dodge didn’t rise to the top of the muscle car market on that ethos. Instead, they leaned into the principles of what the muscle car segment has been known for, and to great effect. The brand went from being a discounted value brand at the turn of last decade, to enjoying a deep-pocketed customer base that is both younger and more diverse than it has been in the past. Therefore, it can feel like the EV strategy for Dodge is a bet against itself.
Dodge Electric Muscle Car Aims To “Shock”
It’s been championed that the outright performance promised by electric vehicles will undoubtedly help customers accept the idea of a battery-powered muscle car, with some reports saying that Dodge aims to dethrone the Tesla Model S Plaid when it comes to 0-60 acceleration (1.9 seconds).
That said, the sound is just as important as the performance for many. Tavares confirmed that the automaker is crafting a soundscape for the electric muscle cars that he described as “shocking.” He explained that the dynamic sound would accompany the powertrain, with the volume and power of the sound rising with increased motor output, as one would hope to find with an ICE.
Indeed, powerful electric vehicles do have a sound all their own. Look no further than the Ford Mustang Cobra Jet 1400 or the Mustang Mach-E 1400. Their buzzsaw audio notes do certainly convey power. But is better than the roar of a 392 or Hellcat V8?
Regardless of what we think, Tavares is nevertheless confident that his company will give Dodge customers an experience that lives up to the brand ethos. The Stellantis CEO promised that we would “hit the floor” when we see Dodge’s new EVs, which should be happening later this year in concept form, with production starting in 2024.