Dodge: Return to Europe?
As the most important values of Dodge, the brand actually communicates "tough" and "full of power." And it plans to once again "take decisive steps towards Europe." The "IN//OUT" project is supposed to remain true to the brand's traditional values but place them in a European context.
Right from the start, Dodge deliberately places itself in the niche that has connected Dodge fans and owners in recent years – Dodge describes this as the "Brotherhood of Muscle." The "IN//OUT" stories are intended to show that the brand community ticks the same way worldwide. During the course of the four episodes, viewers will be led to important locations in Europe by the brand ambassador and Swedish drag racer Ida Zetterström as part of the project.
Dodge is also launching a "Last Call" for the thirsty Hemi V8 in Europe: Completely unsuitable for fleets
Since Dodge is also going electric, there was a "Last Call" call in the USA, which in recent months has also been extended to Europe. This shows the brand's intention to appeal more and more to a European audience. It therefore focuses on other key messages than in the USA, without neglecting its tradition. The "Last Call" initiative was created to bid farewell to the HEMI models Charger and Challenger, whose production Dodge is ending by the end of 2023 en route to electrification.
"Last Call" models in Europe too
Therefore, in recent months, the brand has launched the "Last Call" homage: exclusive limited-edition vehicles. Seven iconic models from Dodge's history from both model ranges have been revived: the Dodge Challenger Shakedown, Charger Super Bee, Challenger and Charger Scat Pack Swinger, Charger King Daytona, Challenger Black Ghost, and Challenger SRT Demon 170. All vehicles of the 2023 model year are inspired by the brand's iconic muscle cars, incorporate their most important details, and are marked by a special "Last Call" plaque under the hood, making each model a true collector's item and featuring the name and silhouette of the vehicle, as well as "Designed in Auburn Hills" and "Assembled in Brampton" to confirm each vehicle's origins. Both model ranges each include 14 exterior colors, including three of the brand's signature heritage colors – B5 Blue, Plum Crazy Purple, and Sublime Green – as well as the popular, modern Destroyer Gray. The vehicles have also been enhanced with distinctive graphical details on the body.
To celebrate this special edition in true Dodge style, the brand has extended the Jailbreak package to the 717 hp Challenger and the Charger SRT Hellcat, providing their fans with many customization options in constructing their own muscle car, with personalization of every single detail.
The Durango is also coming back to Europe. | Photo: Dodge
He is also offered as a V8 Hemi. | Photo: Dodge
Incidentally, there is also a "last call" for the Chrysler 300 – but much quieter. | Photo: Chrysler
The 300 will also be discontinued at the end of 2023. | Photo: Chrysler
Currently, the only model in Dodge's 2024 portfolio is the Hornet (based on Alfa). | Photo: Dodge
At the rear, almost no differences. | Photo: Dodge
The WLTP consumption figures even break the 20-liter mark in one case!
Dodge also lists performance and consumption values: the Challenger Black Ghost, Jailbreak is specified with 602 kW (807 hp) and actually has a WLTP consumption of 20.7 l/100 km, which means CO2 emissions of 459.2 g/km. The "more economical" Challenger Shakedown, like the Dodge Charger Swinger and Shakedown, comes with 362 kW (485 hp) and is supposed to consume 14.5 l/100 km according to WLTP, which means CO2 emissions of 332 g/km. Challenger and Charger SRT Hellcat, Jailbreak offer 594 kW (797 hp) at 16.8 l/100 km and 402 g/km of CO2 emissions, while the Dodge Challenger and Charger SRT Redeye provide 535 kW (717 hp) and consume 19.4 l/100 km, which translates to 458 g/km of CO2. The SUV Dodge Durango SRT Hellcat is also listed: with 530 kW (710 hp). It needs 19.1 l/100 km and causes CO2 emissions of 455 g/km.
This makes all Dodge models completely unsuitable for any serious fleet policy, yet many are likely to be initially registered for commercial use. The exciting part comes in 2024 when Dodge will have 0g CO2 next to some kWh consumption values. It is likely to remain around 800 hp plus or minus X, but then combined with 800-volt technology. This should catapult the brand from the Stone Age to today.
What does this mean?
The Dodge brothers would be rolling in their graves because their brand was never initially intended to be the rowdy and guzzler division it is today. And like with the G-model from Mercedes-Benz, the definitively announced end of the over-thirsty Hemi-V8 at Dodge is once again causing a small order glut for outdated models. The fact that these are the ones being officially tested in Europe is surprising – one way or another, the brand not only needs to electrify but also expand into new markets if it wants to survive in the long term.
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