Dodge sets course for HWY 93, gears up to launch The Real Brotherhood of Muscle campaign

AUBURN HILLS, Mich., June 28, 2022 /PRNewswire/ —

  • connects public roads with the 93 Days of Summer and deploys a US summer course for owners and enthusiasts
  • HWY93 includes a curated list and interactive map of events, drag strips, iconic rides, restaurants, roadhouses, lodging, and other attractions for the Brotherhood of Muscle to use to build their ultimate summer roadmap
  • Fans can also submit their own content and recommendations for locations to be added to HWY 93 over the summer using #DodgeHWY93
  • Dodge will collect user-generated content from its owners and enthusiasts, including the 93 Days of Summer, to use in an upcoming national marketing campaign
  • In this unique muscle car marketing campaign, The Real Brotherhood of Muscle, Dodge puts its fans and drivers in the national spotlight
  • The Dodge brand will search across social media channels including YouTube, Facebook, TikTok and Instagram

Dodge is charting a course this summer along HWY 93 for its owners and enthusiasts, connecting 93 Dodge-inspired events and venues across America – one for each summer day. Dodge is compiling a list of places that embody the bold, authentic spirit of Dodge. The Dodge HWY 93 campaign has officially started June 22 and continues September 222022.

“HWY 93 is more than just a highway, it’s a mindset; one that spans all 93 days between June and September, passing through the coolest events and hottest venues in America,” said Tim Kuniskis, Dodge’s chief executive officer. brand – Stellantis. “Summer is the best time of year for Dodge, it’s when the shackles of winter are loosened and drivers are free to make the most of the longest days of the year. And Dodge, with the Brotherhood of Muscle, is going track your way across the United States that leaves no roadhouse, rest area or drag strip untouched.

“And with over 13 million – and still growing – dedicated fans on our social media channels, Dodge has the most active and engaged muscle car following in the automotive industry, and their passion and excitement for the brand is almost impossible to capture in our recreate one,” Kuniskis added. “So we’re going to collect user-generated content from our biggest fans, including the 93 Days, and put our Real Brotherhood of Muscle at the helm of the Dodge brand’s next national campaign.”

Fans can go to to map out their summer course. As Dodge enthusiasts cross the US, they can also submit their own content and recommendations for locations to be added to HWY 93 throughout the summer using #DodgeHWY93. Selected user content will also be featured on To make it onto the list, each event and location must feel like a unique Dodge experience. Forget mainstream or vanilla, Dodge chooses only the hottest events and weirdest attractions for summer travelers to enjoy.

The campaign spans TV, social media and digital content throughout the summer. contains a curated list and interactive map of events, roadhouses, restaurants, rest areas, races, including the iconic Roadkill Nights on Woodward Avenue in Michigandrag strips, iconic/scenic rides, lodging, sporting events and other attractions that Dodge owners can use to build their ultimate summer road map.

After the 93 days of summer, Dodge is launching its new national advertising campaign The Real Brotherhood of Muscle featuring the real Dodge stars. We will scour social media platforms, including YouTube, Facebook, TikTok and Instagram, looking for the most engaging video content from Dodge enthusiasts to integrate into the campaign, which will run across multimedia, including television and social media channels.

Dodge encourages the Brotherhood of Muscle to help the brand in its quest by posting and sharing their favorite content on their social media channels to showcase their videos and photos. Dodge enthusiasts will need to post or share their content using the hashtag #ThatsMyDodge and #ad on their social channels to get their content noticed. Dodge focuses on content that demonstrates legal, safe driving practices and discourages owners from filming or posting anything hazardous, dangerous, illegal or harmful to the Dodge brand.

Dodge is looking for content that shows off the unique culture of American muscle enthusiasts. And while donuts and burnouts on closed courses have become a hallmark of the brand, Dodge will be digging much deeper, seeking content where owners not only show off their vehicles and modifications, but also how they look after their HEMI®, Hellcat or Scat Pack care, how they use them and even where they park their ride.

The HWY 93 campaign of the Dodge brand is being developed in collaboration with the Doner agency Michigan. The Real Brotherhood of Muscle campaign is being developed in partnership with Austin-based GSD&M.

For more than 100 years, the Dodge brand has carried on the spirit of brothers John and Horace Dodge. Their influence continues today as Dodge shifts into high gear with muscle cars and SUVs delivering unparalleled performance in each of the segments in which they compete.

Dodge is moving forward as a pure performance brand, offering SRT versions of every model across the lineup. For the 2022 model year, Dodge is delivering the dominating 807 horsepower Dodge Challenger SRT Super Stock, the 797 horsepower Dodge Charger SRT Redeye, the most powerful and fastest mass-produced sedan in the world, and the Dodge Durango SRT 392, America’s fastest, most powerful, and most capable three-row SUV. Combined, these three muscle cars make Dodge the most powerful brand in the industry, with more horsepower than any other American brand in its entire lineup.

In 2020, Dodge was named the “No. 1 Brand in Initial Quality”, making it the first ever domestic brand to be ranked #1 in the JD Power Initial Quality Study (IQS). In 2021, the Dodge brand was ranked No. 1 in the JD Power APEAL Study (Mass Market), making it the only domestic brand ever to achieve this two years in a row.

Dodge is part of the portfolio of brands offered by leading global automaker and mobility provider Stellantis. For more information about Stellantis (NYSE: STLA), visit

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SOURCE Stellantis


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