Dodge to certify dealerships as “Power Brokers” when launching 2-year business plan

The steady rollout of news comes as Dodge, known for its roaring internal combustion engines, begins to transition to electrification. Dodge is expected to launch a plug-in hybrid model in 2022 and a battery-electric muscle car in 2024. The high-octane brand will also introduce an electric concept next year.

The first Never Lift dispatch didn’t talk about electric vehicles. It focused on customer experience at dealerships, product giveaways and finding a brand ambassador.

The start of the two-year plan comes with Dodge’s U.S. sales falling 14% this year through September, although sales of its three remaining brands were up 12%. Its performance contrasts with a 13% gain for the entire industry over the same period.

Salespeople at Power Brokers stores, Dodge said, “will have the knowledge to guide customers through Dodge vehicle performance features and available performance upgrades.” The brand said consumers will be able to “purchase a vehicle with upgrades directly from a Power Brokers dealer, with the added benefit of maintaining the factory vehicle warranty balance when parts are installed by a Dodge Power Brokers dealership”.

These dealerships will also host performance clinics for enthusiasts and maintain a full line of Dodge performance models available for customer test drives.

The Power Brokers program will begin on December 15.

Dodge said Monday its Direct Connection performance parts brand is returning as the exclusive source for factory parts and official technical information.

The Direct Connection brand was launched in 1974 and became part of the Mopar umbrella in the 1980s. “It was all about giving enthusiasts the best possible support direct from the factory with parts, technical advice guides and textbooks that serve as practical high-performance bibles,” Kuniskis said.

Modern performance kits will be available through Direct Connection to upgrade the engine, suspension and transmission of the current Dodge Challenger. It will also provide “race-ready parts” for the Challenger Mopar Drag Pak, including engines, transmissions and body-in-white that Dodge says will allow racers to build their own Drag Pak.

“These are the factory performance parts you’ve been asking for, like the Hellcat and Red Eye stage kits, tuned and updated with a direct-connect PCM tuning module,” Kuniskis said. “These kits are emissions compliant and they will not violate your factory warranty.”

Direct-connect resources for muscle car enthusiasts and racers will include a performance parts website, technical information phone line and parts catalog.

The brand said Power Brokers stores will be exclusive hubs where consumers can obtain Direct Connection coins. The Direct Connection program begins its rollout on December 15.