DETROIT — Dodge’s transfer into electrification may broaden its shopper base, however executives know the success of that shift additionally will rely upon their skill to retain patrons who’ve been drawn to its high-octane Hellcats and Scat Packs over time.
Dodge CEO Tim Kuniskis stated the automaker understands that some are leery about its plans, so the efficiency model might be laying out its imaginative and prescient within the months forward to present lovers an concept of what to anticipate from its electrified merchandise.
Dodge will current its electrification plans within the fourth quarter because it prepares to launch a plug-in hybrid mannequin in 2022 and a battery-electric muscle automobile in 2024, Kuniskis stated. The model additionally will present a glimpse into the longer term subsequent yr with an electrical idea automobile.
“We hope that we draw a unique sort of shopper, and maintain the patron that now we have at the moment,” Kuniskis advised Automotive Information throughout a media preview for the Roadkill Nights Powered by Dodge occasion, which featured Hellcat thrill rides and drag racing. “That is crucial to us, and that is why we wish to get our idea automobile out subsequent yr and clarify to individuals precisely what we’ll do. When issues go into an electrified atmosphere, we wish to clarify to individuals: Dodge muscle automobile first. And, by the way in which, it occurs to have electrification to make it higher.”
The upcoming electrified automobiles will dwell on for a “very long time,” Kuniskis stated, and set the course for Dodge at a time when Stellantis CEO Carlos Tavares is affording every of the 14 manufacturers introduced collectively from Fiat Chrysler Cars and PSA Group a 10-year window to show themselves.
Kuniskis shepherded Dodge’s picture makeover from a budget-friendly model of household haulers to an attitude-laden purveyor of muscle vehicles. Now he is guiding it into an period of eco-friendly efficiency that he says will enhance on what Dodge provides at the moment.
This work is being carried out as Kuniskis makes a transition of his personal working for Stellantis, which has given him the chance to listen to from these with totally different views.
Dodge’s significance to the merged firm was evident throughout Stellantis’ EV Day in July, Kuniskis stated, when it was certainly one of six manufacturers included. Throughout that occasion, Kuniskis introduced the electrical muscle automobile and quipped that if a charger could make the Charger faster, “we’re in.”
“Carlos Tavares is a really, very good man, and he checked out it and he stated that is very, very surprising,” Kuniskis stated of Dodge’s EV rollout. “Let’s actually shock the world. We’re critical about this. We’re so critical about it, we are able to take one thing that you do not suppose might be electrified and we are able to maintain it true to what it’s, and maintain it cool and continue to grow this model.”
Whereas newly shaped Stellantis and the remainder of the trade set bold EV objectives, U.S. gross sales for Dodge have been blazing within the second quarter for its roaring inside combustion engines. They surged 95 p.c for the Charger, 53 p.c for the Durango and 52 p.c for the Challenger.
The limited-run 2021 Durango SRT Hellcat, with 710 hp for a beginning value of $82,490 together with delivery, bought out shortly, and Dodge ended up constructing 3,000 of them — 1,000 greater than anticipated.
Kuniskis stated the guts of the muscle automobile market is round $40,000 to $50,000. He would not say whether or not Dodge will hit that vary with its EVs however declared that “we all know who our buyer is, we all know what our prospects are in search of and we’re concentrating on precisely what we have to do.”
David Kelleher, chairman of the Stellantis Nationwide Vendor Council, recalled talking with Kuniskis years in the past about the potential of an electrical Dodge. He stated Dodge can nonetheless be true to itself as soon as it provides plug-ins to the combo.
“We might be who we wish to be, it is simply propelled in a different way,” Kelleher stated. “Why cannot now we have a Charger that’s the quickest on the market? What is the distinction? If it is the roar of the engine, artificially put a roar in there. We are able to try this.”
Karl Brauer, government analyst for iSeeCars.com, stated Dodge has had plenty of enjoyable with efficiency vehicles in recent times. “I feel they are going to verify they do the identical factor with EVs,” Brauer stated, “which could possibly be actually cool and will assist to sort of additional break by way of any resistance from muscle automobile followers for EVs.”
When requested how a lot horsepower Dodge is aiming for with its EVs, Kuniskis stated that is much less vital than the way it performs.
“You need a Hellcat with 1,200 hp? I may give it to you,” he stated. “It will not be any sooner than the one you bought, as a result of all you are going to do is spin the tires. I do not know what the horsepower goes to be, however belief me, we cannot disappoint you.”