The final couple of years have seen Dodge pissing off a big a part of its buyer base. Apart from killing off the Charger, Challenger and almost all of its V8-powered Hellcat efficiency variants, the model additionally appears to be distancing itself from the Hemi V8 fully, with the Durango being the exception. Now, with the brand new Charger EV lastly beginning to arrive at sellers throughout the nation, Dodge is on a mission to win over skeptical consumers by taking the Charger on a tour to get butts in seats.
Dodge is taking a giant gamble with the Charger launch. Fairly than ease folks into the brand new automotive by launching the inline-six-powered Charger fashions first, the electrical Charger will lead the mannequin’s launch. The gasoline mannequin, affectionately referred to as Charger Six Pack, will attain sellers later in 2025. It’s a hanging switch-up from simply a few years in the past when the model was Scat Pack and Hellcat loopy. To win over consumers who should still be pissed off in regards to the dying of the V8 muscle automobiles, InsideEVs experiences that Dodge is planning to take the Charger EV on a tour across the nation consisting of each public- and dealer-based occasions.
To get fanatics’ “butts-in-seats” and help with this electron baptism, Dodge is planning an entire collection of occasions within the upcoming yr, mentioned Matt McAlear, the model’s CEO. It should take its new EV muscle automobiles on tour within the first quarter of 2025 to coach its gross sales and dealership workers and display the autos’ capabilities. It’s launching a courtesy transportation program whereby it is going to ship EVs to sellers to make use of for short-term client take a look at drives, or as 96-hour loaners when clients are available in to have their automobile serviced. It should host consumer-facing “Thrill Experience” drive occasions at upcoming Mecum and Barrett-Jackson traditional automotive auctions, and at its drifting/drag racing “Roadkill Nights” stay occasions in the summertime–—prime websites for the gathering of Hemis of all vintages.
In line with Dodge CEO Matt McAlear, the model is betting large on the Charger EVs, a lot in order that it’ll be the highest of the efficiency hierarchy for the Charger lineup. McAlear referred to as the upcoming ICE-powered Chargers “entry-level autos from a efficiency standpoint,” saying that if a buyer desires extra energy and efficiency from the model, they’ll haven’t any alternative however to go along with the Charger EV. Dodge additionally plans to win over skeptics by highlighting the sensible facet of the Charger, its utility and drivability, particularly with clients in sure components of the nation.
McAlear listed a set of capabilities that may present such cowl for what quantities to a extremely irrational and emotional buy. “All-wheel-drive, for example, helps us compete extra within the North as a each day driver,” he mentioned, referencing its all-weather functionality. “A hidden hatchback functionality provides you superb cargo area that you simply didn’t have in your outdated automobile. The brand new Charger two-door now has extra rear-seat legroom than the outgoing four-door,” he mentioned. “So this turns into far more of a each day driver than any of the muscle automobiles that we’ve had prior.”
InsideEVs says that is simply all a part of Dodge’s broader plan to win muscle automotive followers over, one thing that McAlear acknowledged will take time. Not everyone seems to be satisfied that Dodge’s method will win over consumers, although. Alexander Edwards, president of Strategic Imaginative and prescient, a Southern California automotive analysis and consulting agency, mentioned Dodge shouldn’t fear about attempting to win over consumers from the previous. As an alternative, the model ought to give attention to getting a brand new era of followers and consumers into the Charger. “The conversion of these from the previous, I don’t consider is the most effective technique,” he instructed InsideEVs, “As an alternative, a brand new era of muscle automobiles can discover success with youthful people who suppose they like muscle automobiles.” McAlear countered, saying the model has “the very best proportion of Gen Z and Millennials. And people clients have the very best propensity to be prepared to undertake electrification. In order that units us up.”
Nonetheless, not everyone seems to be shopping for Dodge’s enthusiasm for the brand new Charger, with InsideEVs highlighting the rumor that Dodge is dashing manufacturing of the ICE powered Charger as a result of the Charger EV hasn’t been as properly obtained as Dodge is saying. McAlear referred to as that rumor an web city legend. “We’re all the time attempting to carry each new automobile to market as shortly as potential,” he mentioned.
Dodge has an uphill battle forward of it, particularly given market situations. EV adoption is cooling, different automakers are rethinking EV plans, EV resale values are broadly horrible, and consumers are dealing with excessive funds and underwater loans due to them. Yet one more costly EV — the Charger Daytona begins at $61,590 together with vacation spot — coming to market in these situations goes to have a tough time promoting from any model. We’ll simply have to attend and see if Dodge can pull it off.
