Dodge has launched its first-ever advertisement for the all-new, all-electric 2024 Dodge Charger Daytona, marking a significant step in the brand’s electrification journey. The “Save the Planet” campaign blends Dodge’s signature muscle-car heritage with modern electrification, reinforcing that the brand remains dedicated to delivering high-performance vehicles, even in the electric era.
The new ad is a far departure from the “Performance Made Us” tagline introduced with the Dodge Charger Daytona SRT Banshee Concept in 2021. While that campaign focused on the concept’s raw performance and thrilling dynamics, the “Save the Planet” ad takes a bold, unapologetic approach to Dodge’s entry into the electric vehicle (EV) market. It emphasizes the brand’s desire to offer more than just an eco-friendly option—it showcases how the Charger Daytona is set to dominate the streets in true Dodge fashion.
The ad opens with scenes of Earth and serene landscapes, quickly transitioning to the Charger Daytona tearing up the streets with its 670 horsepower and unique Fratzonic Chambered Exhaust. The campaign declares, “We aren’t building electric vehicles because it’s trendy. We’re building them to make a difference. To protect our future and our children’s future, we’re building electric vehicles to save our planet. To save it from all those lame, soulless, weak-looking, self-driving sleep pods everyone else keeps polluting our streets with … That’s why we’re doing it.”
Raj Register, Chief Marketing Officer at Stellantis North America, emphasized that the new ad campaign carries the same rebellious spirit that Dodge enthusiasts expect. “’Save the Planet’ speaks to the power of Dodge in a way that only Dodge can,” Register said. “With a tinge, or perhaps more of a blast, of irony, Dodge stamps its flag in the pavement with the launch of the electrified Charger Daytona.”
Matt McAlear, CEO of Dodge//SRT, highlighted the Charger Daytona as the pinnacle of performance in the muscle car world, even in an electric format. “The new Charger Daytona, with up to 670 horsepower, is just the beginning,” McAlear said. “We have a full multi-energy lineup, including four-door models coming in 2025. We’re just getting started.”
The “Save the Planet” campaign, which includes a 60-second extended version on Dodge’s YouTube channel and a 30-second TV spot, showcases key performance features of the Charger Daytona. These include exclusive features like Donut/Drift Mode, which allows drivers to perform thrilling drifts with rear-biased propulsion, and the world’s first Fratzonic Chambered Exhaust, which gives the Charger Daytona a signature rumble unlike any other EV.
Dodge is also rolling out social media content that will explore the car’s performance features, including its Sport Mode and Powershot, both of which enhance driving dynamics.
The 2024 Dodge Charger Daytona will be available in two trims: the Charger Daytona R/T and the Charger Daytona Scat Pack. The Scat Pack, the world’s quickest and most powerful muscle car, is priced at $73,190, while the R/T starts at $59,595. Both models qualify for a full $7,500 federal tax credit when leased.
Dodge’s “Save the Planet” campaign isn’t just about selling a car; it’s a statement. It reaffirms that the brand’s muscle-car legacy will continue to push boundaries, even as the automotive world shifts towards electrification.
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