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Dodge has unveiled the marketing campaign for its first fully electric vehicle, the all-new Dodge Charger Daytona, touted as the world’s quickest and most powerful muscle car. The campaign, titled “Save the Planet”, emphasizes Dodge’s commitment to maintaining its muscle car legacy, even as the brand transitions to electrification. This bold campaign highlights the Charger Daytona’s electrified power and distinct muscle-car identity.
Key Highlights:
- “Save the Planet” campaign showcases Dodge’s electrified muscle with a twist of irony.
- Marketing rollout includes television, social media, digital channels, and an extended YouTube version.
- Two models debuting: the Charger Daytona R/T and Charger Daytona Scat Pack.
- Exclusive merchandise available supporting the “Save the Planet” campaign.
- Both models qualify for the $7,500 federal tax credit when leased.
The campaign features imagery of the Dodge Charger Daytona dominating city streets and green landscapes, accompanied by a voiceover that emphasizes Dodge’s intention to build electric vehicles that truly make a difference, not merely follow a trend. The campaign’s bold message distinguishes the Charger Daytona from other electric vehicles on the market, declaring it will save the planet from the so-called “lame, soulless, self-driving sleep pods” that have flooded the streets. True to the brand’s heritage, Dodge aims to redefine electric performance with a vehicle that looks, drives, and feels like a classic muscle car.
Raj Register, Chief Marketing Officer of Stellantis North America, stated, “As we reveal our marketing campaign for the Dodge brand’s first fully electric vehicle, it is infused with the same DNA and irreverence for which the brand is recognized and celebrated by our enthusiasts, and who demand a vehicle that drives, looks, sounds, and feels like a Dodge.” The campaign effectively conveys the notion that Dodge, even in the electric era, remains true to its muscle-car roots.
The new Charger Daytona lineup offers two high-performance models: the Dodge Charger Daytona R/T and the Charger Daytona Scat Pack. The Charger Daytona Scat Pack delivers a powerful 670 horsepower, accelerating from 0-60 mph in 3.3 seconds, while running the quarter-mile in an estimated 11.5 seconds. This model provides performance similar to the Charger SRT Hellcat Redeye, ensuring that fans of the brand are not left wanting for power. The Charger Daytona R/T model offers a still-impressive 496 horsepower and 404 lb.-ft. of torque, significantly exceeding its predecessor’s capabilities.
In addition to its high-performance capabilities, the Charger Daytona makes use of the Fratzonic Chambered Exhaust system, which recreates the signature rumble of a muscle car engine, ensuring that the distinct feel and presence of a Dodge remains intact. This patent-pending feature delivers a tactile and auditory experience, shattering preconceptions of the typical electric vehicle‘s silent nature.
To further connect enthusiasts to the Charger Daytona, Dodge has introduced exclusive “Believe in Higher Horsepower | Save the Planet” merchandise, available on Dodge.com. The merchandise supports the launch of the all-electric Charger Daytona, celebrating the electrified muscle car‘s arrival with gear that symbolizes the blend of tradition and innovation.
The “Save the Planet” campaign will be featured across multiple media channels, including television, social media platforms like Instagram and Facebook, and Dodge’s YouTube channel, which features an extended 60-second version of the commercial. Additionally, Donut/Drift Mode is a standout feature that allows drivers to enjoy a rear-biased propulsion system with varying levels of traction control, offering an experience that aligns with Dodge’s performance pedigree.
Dodge remains committed to pushing the boundaries of performance, and the Charger Daytona marks just the beginning of the brand’s electrification journey. Future plans include expanding the Charger lineup to incorporate four-door models by 2025. The all-new Charger Daytona Scat Pack and R/T models are part of Dodge’s strategy to continue leading the muscle-car market with multi-energy powertrain options that exceed the capabilities of their predecessors.
With the all-electric Charger Daytona, Dodge is proving that performance and electric power can coexist without compromising the brand’s storied muscle car legacy.
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