{"id":57494,"date":"2021-11-08T13:05:34","date_gmt":"2021-11-08T18:05:34","guid":{"rendered":"http:\/\/www.dodgegarage.com\/news-api\/?p=57494"},"modified":"2024-03-25T11:20:48","modified_gmt":"2024-03-25T15:20:48","slug":"dodge-announces-never-lift-business-plan-the-muscle-car-brands-two-year-look-down-the-road","status":"publish","type":"post","link":"https:\/\/test.api.dodgegarage.com\/news\/press-room\/2021\/11\/dodge-announces-never-lift-business-plan-the-muscle-car-brands-two-year-look-down-the-road.html","title":{"rendered":"Dodge Announces \u2018Never Lift\u2019 Business Plan, the Muscle-car Brand\u2019s Two-year Look Down the Road"},"content":{"rendered":"\n

Dodge Brand Chief Executive Officer Tim Kuniskis today previewed the brand\u2019s two-year business plan, which he dubbed Never Lift. The Dodge Never Lift plan will be news-packed, calling for a minimum of one product- or automotive-enthusiast-related announcement every three months.<\/a><\/p>\n\n\n\n

Included in today\u2019s 24-month Never Lift rollout were four additional news announcements.<\/p>\n\n\n\n

Operation 25\/\/8<\/strong><\/h1>\n\n\n\n
\"Dodge<\/figure><\/div>\n\n\n\n

Dodge provided a first look at a massive eight-week, 25-car giveaway it\u2019s calling Operation 25\/\/8.<\/p>\n\n\n\n

Operation 25\/\/8 is named for the spirit of Dodge and the \u201cBrotherhood of Muscle\u201d that goes above and beyond, 24 hours a day, seven days a week (going one more hour, one more day).<\/p>\n\n\n\n

The 25\/\/8 dream-car giveaway will enlist the support of 25 superstars from the worlds of sports, music and automotive, with each offering muscle-car enthusiasts a chance to drive off with the new Dodge of their choosing. Amazon will also take part in the giveaway.<\/p>\n\n\n\n

\u201cMore 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,\u201d said Kuniskis. \u201c25\/\/8 recognizes the spirit that makes Dodge, well, Dodge.\u201d<\/p>\n\n\n\n

More details on Operation 25\/\/8 will be released Nov. 12, 2021.<\/p>\n\n\n\n

Chief Donut Maker<\/strong><\/h1>\n\n\n\n

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\u2019s \u201cBrotherhood of Muscle.\u201d<\/p>\n\n\n\n

According to Kuniskis, Dodge is looking for an \u201cambassador\u201d of Never Lift who embodies the spirit of the founding Dodge brothers.<\/p>\n\n\n\n

\u201cThe 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,\u201d said Kuniskis. \u201cAnd we\u2019re looking to hire someone just like them as an ambassador of Never Lift.\u201d<\/p>\n\n\n\n

Among the jobs benefits, Kuniskis listed a Hellcat to drive, $150,000 salary, wardrobe and a business card that carries the title \u201cChief Donut Maker.\u201d<\/p>\n\n\n\n

Dodge will provide more details of the Chief Donut Maker program on Jan. 12, 2022.<\/p>\n\n\n\n

Dodge Power Brokers<\/strong><\/h1>\n\n\n\n
\"Dodge<\/figure><\/div>\n\n\n\n

Dodge is introducing Power Brokers, a network of elite dealerships equipped with staff trained to deliver a performance-focused customer service experience.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

\u201cEvery Dodge dealer in the country will continue to prove an outstanding sales and service experience,\u201d said Kuniskis. \u201cBut Dodge Power Brokers dealers will offer everything an enthusiast needs to reach the next level of performance.\u201d<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

The Dodge Power Broker program will begin to roll out Dec. 15, 2021.<\/p>\n\n\n\n

Direct Connection<\/strong><\/h1>\n\n\n\n
\"Direct<\/figure><\/div>\n\n\n\n

Performance has a new name at Dodge.<\/p>\n\n\n\n

Dodge announced today the return of the Direct Connection performance parts brand as the exclusive source of the brand\u2019s factory-backed performance parts and straight-from-the-manufacturer technical information.<\/p>\n\n\n\n

Dodge Power Brokers will serve as the exclusive source for all new Direct Connection performance parts.<\/p>\n\n\n\n

\u201cDodge 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,\u201d said Kuniskis. \u201cWe\u2019re 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.\u201d<\/p>\n\n\n\n

Direct Connection will launch with a full line of factory-tuned parts, including exclusive new Direct Connection \u201cTuner\u201d and \u201cStage\u201d kits that will allow Dodge owners to install factory-tuned, 50-state-legal stage kit calibrations. The Direct Connection Stage II kit can unlock nearly 100 additional horsepower, while a Stage III kit is under development to unlock even more.<\/p>\n\n\n\n

All-new Direct Connection modern performance kits will be available to upgrade the engine, suspension and driveline of the current-era Dodge Challenger while maintaining vehicle factory warranty when installed by a Dodge Power Brokers dealer.<\/p>\n\n\n\n