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Dodge Announces 'Never Lift' Business Plan; the Muscle-car Brand's Two-year Look Down the Road

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DETROIT, Nov. 8, 2021 --

  • 'Never Lift' to provide a 24-month roadmap to Dodge's performance future
  • Dodge brand to mash the 'go' pedal with news every quarter
  • Operation 25/8 leads the Never Lift launch with a massive eight-week, 25-dream-car giveaway
  • Operation 25/8 details to be released November 12, 2021
  • Future program seeks Dodge brand 'Chief Donut Maker;' more information slated to arrive in January 2022
  • Dodge introduces Dodge Power Brokers dealer network as the exclusive source for new Direct Connection performance parts and performance-focused sales and customer service
  • Dodge announces the return of Direct Connection as the exclusive source of the brand's factory-backed performance parts that maintain the vehicle factory warranty, as well as technical information straight from the factory
  • New lineup of Direct Connection performance parts and Dodge Power Brokers program roll out December 15, 2021

Dodge Brand Chief Executive Officer Tim Kuniskis today 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 as part of today's 24-month Never Lift roll-out were four additional news announcements.