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 giveaway side of the announcements, you can read about the dealer and performance side by CLICKING HERE:
Operation 25/8 –
The first announcement was about a giveaway, called Operation 25/8. Named after the spirit of the Dodge Brothers and “Brotherhood of Muscle” which goes beyond the normal 24/7 way of life. Dodge will be giving away 25 vehicles to enthusiasts of the brand.
Dodge is enlisting the support of 25 “superstars” (athletes, musicians, and automotive experts), each offering muscle car enthusiasts a chance to win a new Dodge vehicle of their choosing. Among those giving a vehicle away is super online retailer Amazon.
“More than gas, more than batteries, what fuels our run to tomorrow is attitude, a belief that we can always push harder, run faster and flat-out over-deliver on behalf of the brand and the Brotherhood of Muscle,” said Kuniskis. “25/8 recognizes the spirit that makes Dodge, well, Dodge.”
Dodge plans on releasing all of the details and the rules about Operation 25/8 on Friday, November 12th. So stay tuned.
“Chief Donut Maker” –
Kuniskis also added an early look at a consumer program designed to celebrate one of the unsung enthusiasts that make up the backbone of the Dodge brand’s “Brotherhood of Muscle.”
Dodge will be looking for an “ambassador” of the “Never Lift” spirit of the brand and who embodies the spirit of the Dodge Brothers. “The Dodge brothers were scrappy go-getters. Never content to follow the trends, they were the seekers of a better, faster, more outrageous way of doing things,” said Kuniskis. “And we’re looking to hire someone just like them as an ambassador of Never Lift.”
That person will receive a Hellcat for a year, a $150,000 USD salary, wardrobe, and a title of Dodge’s “Chief Donut Maker”.
That program won’t start until the beginning of 2022, with Dodge releasing all of the details on Wednesday, January 12th, 2022.
Stay tuned as we will be dropping all the information and rules as it becomes available on those dates listed above.