Dodge Brand Unveils New Business Plan For The Next 24 Months!

For over the past 100 years, the Dodge brand has carried on the spirit of John and Horace Dodge. They thrived on innovation, quality, and performance. That influences the path the brand takes today, as it continues to offer those attributes in its trio made up of the Charger, Challenger, and Durango. 

Earlier this afternoon, Dodge CEO, Tim Kuniskis released a 10-minute video teasing the brand’s two-year business plan which it calls “Never Lift”. The Never Lift plan calls for the American performance brand to release a minimum of one product or automotive-enthusiast-related announcement every three months.

Kicking off the “Never Lift” agenda, Kuniskis made four individual announcements about the brand. This article talks more about the dealer and performance side of the announcements, you can read about the giveaways by CLICKING HERE:

Dodge Power Brokers – 

The new Dodge Power Brokers program, lets Dodge deploy a network of elite dealerships equipped with staff trained to deliver a performance-focused customer service experience.
 
Certified Dodge Power Brokers dealership sales, service, and parts department staff will meet high standards of comprehensive knowledge and expertise in areas including Dodge vehicle features, high-performance parts, and installation, as well as motorsports programs. Only dealerships with a proven track record of delivering an elevated level of customer service are eligible for Dodge Power Brokers certification.
 
“Every Dodge dealer in the country will continue to provide an outstanding sales and service experience,” said Kuniskis. “But Dodge Power Brokers dealers will offer everything an enthusiast needs to reach the next level of performance.”
 
Sales personnel at Dodge Power Brokers dealerships will have the knowledge to walk customers through Dodge vehicle performance features and available performance upgrades. Customers will also be able to purchase a vehicle with upgrades directly from a Dodge Power Brokers dealership, with the added benefit of maintaining the balance of the factory vehicle warranty when parts are installed by a Dodge Power Brokers dealer.
 
Dodge Power Brokers dealers will also host performance clinics for enthusiasts and feature a full lineup of Dodge performance models available for customer test drives.

Dodge plans on rolling out the Power Broker program on Wednesday, December 15th. 

Direct Connection – 

Dodge also announced the return of the Direct Connection performance parts brand, which made its debut in 1974 as the exclusive source of the brand’s factory-backed performance parts and straight-from-the-manufacturer technical information. That last until 1987, when it was renamed Mopar Performance Parts. 

Dodge Power Broker-dealers will serve as the exclusive source for all-new Direct Connection performance parts.  

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“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.”

Direct Connection will make its return with a full line of factory-tuned performance goodies (including new “Stage” and “Tuner” kits) that will allow Dodge owners to install factory-tuned, 50-state-legal stage kit calibrations. 

Mopar had done this back in 2014 with the Scat Pack Stage kits for the 5.7-liter HEMI V8 equipped Challenger and Charger R/T. We talked a lot about these kits in the past.

Hellcat owners will also now be able to purchase a Stage kit, and Dodge says that the new Direct Connection Stage II kit can unlock nearly 100 additional horsepower, while a Stage III kit is under development to unlock even more.

The new kits will be available to upgrade the engine, suspension, and driveline of the current-era Dodge Challenger while maintaining the vehicle’s factory warranty when the parts are installed by a Dodge Power Broker-dealer.

Direct Connection will also deliver 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. That’s right, you can now build your own drag strip racer with official parts from the factory.

Direct Connect will resources will include a performance parts website, technical information, telephone hotline, and a parts catalog.

Dodge hopes that Direct Connection will carry on the performance legacy by supplying a new generation of muscle car enthusiasts looking for “ready to run” parts with a one-stop shop for factory-backed high-performance parts and technical expertise, straight from the factory.

Dodge and Mopar will roll out the new Direct Connection program on Wednesday, December 15th alongside the Dodge Power Brokers program. 

Stay tuned as we will be covering the entire Direct Connection parts catalog as information becomes available.