Dodge Updates Two-Year ‘Never Lift’ Roadmap, Announces Launch Dates For Direct Connection, Dodge Power Brokers, Chief Donut Maker Programs

AUBURN HILLS, Mich., January 18, 2022 /PRNewswire/ —

  • Brand continues momentum from Never Lift campaign, first announced in November 2021which provides a 24-month roadmap for Dodge’s future performance
  • The Dodge Power Brokers dealer network, the exclusive source for all new Direct Connection performance parts, opens on March 9, 2022
  • Direct connection eStore is launched for purchase of performance parts and printed catalog on March 9, 2022
  • Chief Donut Maker Dodge brand ambassador “job search” to begin with January 20, 2022
  • Winners of Operation 25//8, an eight-week, 25-car massive giveaway, announced by January 31, 2022
  • For more information on the Dodge Never Lift campaign, visit or

Dodge keeps the accelerator pressed on the brand’s two-year “Never Lift” roadmap to its performance future and announces official “open for business” dates for the new Direct Connection and Dodge Power Brokers programs, kicking off the Chief Donut Maker Dodge brand ambassador “job search” and the date winners of the eight-week, 25-car Operation 25//8 giveaway will be revealed.

In addition, the sixth “garage door” of the Dodge Never Lift campaign was unveiled last week with the announcement that Dodge will partner with Tony Stewart Racing (TSR) and serve as the title sponsor for Top Fuel driver Leah Pruett and three-time Funny Car World Champion Matt Hagan in TSR’s inaugural 2022 National Hot Rod Association (NHRA) Camping World Drag Racing Series campaign.

The Dodge 24 Months of Muscle calendar can be viewed at

“It’s a new year and Dodge isn’t letting go,” said Tim Kuniskis, Dodge Brand Chief Executive Officer – Stellantis. “The Direct Connection Tech Line has exploded with questions about Stage Kit compatibility and timing, so we’ve included a roster to help answer many of those questions. There’s a lot more to come from the Never Lift Plan – stay tuned with us at DodgeGarage .com.”

Avoid Power Brokers
The new Dodge Power Brokers dealer network, the exclusive source for all new Direct Connection performance parts, officially opens on March 9, 2022. Dodge Power Brokers dealerships will be equipped with staff trained to deliver a performance-driven customer service experience. Certified Dodge Power Brokers dealership personnel will meet established standards of extensive knowledge and expertise in areas such as Dodge vehicle features and quality parts and installation. Dodge Power Brokers dealer training is currently underway and a full list of certified Dodge Power Brokers dealers is expected to be announced 9th of March.

Direct connection
Direct Connection factory backed performance products will also be available online starting in 2019 March 9, 2022, through a new Direct Connection eStore. Enthusiasts can also purchase a printed version of the new Direct Connection parts catalog. The Direct Connection portfolio includes more than 200 parts, including new stage kits and performance products for the Dodge Challenger and new race-ready kits for the Dodge Challenger Mopar Drag Pak.

chef donut maker
It’s time for passionate Dodge fans to refresh their resumes. Dodge announces January 20, 2022, full details on how enthusiasts can ‘apply’ for the Dodge ‘Chief Donut Maker’ role. Benefits of the unique brand ambassador position include: $150,000 salary, Dodge wardrobe, Chief Donut Maker business cards, and the choice of a high-performance Dodge vehicle for use as a “company vehicle.”

Operation 25//8
Dodge will announce by January 31st the 25 lucky winners of Operation 25//8 — a massive eight-week giveaway featuring 25 cars. The giveaway enlisted a team of 25 ambassadors from the automotive, music, sports, fashion, media and corporate entities to each give away a new Dodge dream car in the final eight weeks of 2021. To the ambassadors belonged Amazon, Jay Leno, Travis BarkerImaray Ulloa, Richard RawlingsSuperCar Blondie and Bill Goldberg.

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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