Dodge is shaking up the electric vehicle (EV) market by staying true to its rebellious muscle-car image. In its latest campaign, the automaker unveiled its first all-electric vehicle — the Dodge Charger Daytona — with a punchy message that shuns traditional, eco-friendly EV pitches. Instead, Dodge leans into its roots with a campaign that calls rival EVs “lame,” “soulless,” and “weak-looking.”
The campaign, titled “Save the Planet,” opens with a somber, almost clichéd environmental tone. A narrator earnestly states that Dodge is entering the EV market not to follow trends, but to “save the planet.” However, the script takes a sharp, thrilling turn. The narrator then roars back: Dodge isn’t just saving the planet — it’s saving drivers from boring, self-driving “sleep pods” currently on the road.
The aggressive tone is matched by heart-pounding visuals of the Charger Daytona tearing around corners, engines roaring with a power reminiscent of traditional gas-guzzling muscle cars. It’s clear Dodge aims to show that EVs can still deliver the high-octane thrill fans expect.
“Electric vehicles aren’t changing what Dodge stands for one tiny bit,” the brand states in its press release, emphasizing that speed, power, and attitude remain core to Dodge’s identity. Unlike the clean-cut image portrayed by competitors like Tesla or Jaguar, Dodge positions the Charger Daytona as the “world’s most powerful muscle car,” blending modern technology with classic, rebellious swagger.
The campaign includes a 30-second TV spot, shorter versions for social media, Dodge’s bold stance mirrors a broader shift in how automakers are marketing EVs, especially as U.S. EV adoption continues to lag behind expectations.
By flipping the script on eco-friendly messaging and targeting muscle-car purists, Dodge is making a statement: EVs can have a soul, and they can still dominate the streets.
For more details, check out the full article on Marketing Dive.