Dodge Europe Launches First Episode Of IN//OUT Campaign!

Taking The "Brotherhood Of Muscle" To Europe...

Robert S. Miller July 31, 2023

Dodge, the iconic American Brand known for its powerful muscle cars, has embarked on an exciting new editorial project called “IN//OUT.” This innovative communication initiative aims to showcase Dodge’s values and traditions in a different context, connecting with a diverse European audience.

2023 Dodge Challenger SRT HELLCAT Jailbreak Widebody at the Monza Circuit. (Dodge).

The project features four episodes set across Europe, where Dodge’s passion for performance and camaraderie among enthusiasts is explored. In the first episode, we witness an exhilarating journey in Italy with Ida Zetterström, a Dodge spokesperson, and Andrea Levy, an Italian car collector, as they embark on an unforgettable adventure driving the mighty Dodge Challenger SRT HELLCAT Jailbreak.

The inaugural episode of the “IN//OUT” editorial project takes us to the picturesque landscapes of Italy, where the spirit of Dodge is about to be unleashed. Ida Zetterström, a renowned Swedish drag racer and the project’s spokesperson, meets the first of Dodge’s notable devotees in Europe – Andrea Levy. An Italian car collector and the founder of MiMo, the famous open-air motor show event on the Monza F1 Circuit, Levy’s passion for performance is boundless.

The episode is divided into two captivating locations. The journey begins at Levy’s opulent mansion in Turin, where Ida gets an exclusive glimpse into his remarkable personal collection of iconic cars. Levy’s enthusiasm for true performance and automotive artistry is palpable as he showcases some of his most treasured models.

Next, they hit the road aboard the stunning Dodge Challenger SRT HELLCAT Jailbreak in Go ManGo tones. This blazing muscle car, equipped with a supercharged 6.2-liter HEMI® HELLCAT V8 engine producing 717 horsepower, perfectly captures the essence of Dodge’s power and rarity. As they speed through the picturesque Italian landscapes, the exhilarating sound of the HELLCAT engine echoes through the air, cementing the visceral connection between driver and machine.

The second part of the episode takes us to the historic Monza circuit during MiMo 2023. Here, amidst the captivating Italian car passion, Levy takes the Dodge Challenger SRT HELLCAT Jailbreak for a test drive. The HELLCAT’s speed and acceleration are tested on the iconic racetrack, creating an adrenaline-pumping experience for both Levy and the viewers.

Dodge is actively pursuing the European market, capitalizing on countries like Sweden, where there is a significant affinity for American muscle cars, particularly the Dodge brand. Anticipating the debut of their groundbreaking Charger Daytona battery-electric muscle car next year, Dodge seems poised to cater to the European demand for “e-muscle” vehicles, a market that has traditionally embraced their conventional muscle cars. It looks like the IN//OUT series is trying to capture the Dodge muscle car spirit in Europe before the new e-muscle car arrives.