(November 9, 2021) DETROIT — Dodge Brand Chief Executive Officer Tim Kuniskis that previewed the brand’s 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. Included in the 24-month Never Lift rollout were additional news announcements.

Operation 25/8

Dodge provided a first look at a massive eight-week, 25-car giveaway it’s calling Operation 25/8. Operation 25/8 is named for the spirit of Dodge and the “Brotherhood of Muscle” that goes above and beyond, 24 hours a day, seven days a week (going one more hour, one more day).
 
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.
 
“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.”
 
More details on Operation 25/8 will be released Nov. 12.

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.” According to Kuniskis, Dodge is looking for an “ambassador” of Never Lift who embodies the spirit of the founding 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.”
 
Among the jobs benefits, Kuniskis listed a Hellcat to drive, $150,000 salary, wardrobe and a business card that carries the title “Chief Donut Maker.”

Dodge will provide more details of the Chief Donut Maker program on Jan. 12.

Dodge Power Brokers

Dodge is introducing Power Brokers, a network of elite dealerships equipped with staff trained to deliver a performance-focused customer service experience.
 
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.
 
“Every Dodge dealer in the country will continue to provide an outstanding sales and service experience,” said Kuniskis. “But Dodge Power Brokers dealers will offer everything an enthusiast needs to reach the next level of performance.”
 
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.
 
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.

The Dodge Power Broker program will begin to roll out Dec. 15.