It’s no secret that Ford rival Stellantis has had a rough go over the past year or so, having chosen to essentially kill off its Hemi V8, along with popular models such as the Dodge Challenger and various others. Stellantis had high hopes in regard to its decision to switch to the twin-turbocharged Hurricane I-6 and an array of all-electric powertrains, but those moves somewhat alienated fans of the Dodge brand, in particular, and ultimately led to the resignation of CEO Carlos Tavares, who spearheaded all these moves. Now, Dodge is trying to get those same enthusiasts excited about its products via a strange new program called “Badassador.”
The Dodge Badassador program, as it’s officially known, has been created to locate passionate fans of the brand to act as ambassadors in various ways. Dodge is currently accepting applications for folks that want to do things like travel to events and meet-ups, participate in new vehicle launches and first drives, and just generally help get the word out pertaining to the brand in general. Those that are selected will get some perks including a “Badassador card,” VIP experiences, free gear, and the chance to appear on Dodge’s social media channels.
“We continue to push the boundaries of performance, and we’re looking for brand ambassadors who are also ready to shake up the status quo,” said Matt McAlear, Dodge CEO. “If Dodge isn’t pushing boundaries, if Dodge isn’t making people uncomfortable, we wouldn’t be Dodge, and those are the kind of ambassadors the brand is looking for: enthusiasts who disrupt, who will stand out and shine a light on the next generation of Dodge muscle.”
Dodge is clearly trying to conjure up interest for its enthusiast-focused models such as the new Dodge Charger ICE and EV variants (the latter of which apparently can’t even do a burnout, at least not yet), as well as the Durango SRT Hellcat and Hornet R/T. The Blue Oval has done some similar things in the past – most recently launching the Ford Mustang Global Gallop, which loaned out 2024 model year pony cars to a variety of folks to help get the word out about the new S650 generation model.
Comments
Isn’t vehicle sales numbers enough? That is the biggest ambassador program a brand can have…isn’t it? When you start seeing them everywhere, I guess the job is done.
Going to be difficult to be a “badassador” since their effeminate former CEO killed off their V8s. Maybe they should call these folks “halfassadors” instead.
I agree 100%! If they really want to “conjure up interest”, they’re gonna need HEMI V8’s! and SC HEMI V8’s!
Too much, too little, too late…
Given the dodge owners I see, I have no desire to join their crowd. Obnoxious grown men acting like teenagers. Those dillholes are their ambassadors. More like Dumbassadors.
Aside from the Durango Dodge no longer makes anything even remotely interesting.
Ford, the only Detroit automaker not to go into bankruptcy, was seriously considered buying Jeep, and I am a recently former Detroiter who grew up in Detroit from childhood and watched as Chrysler crashed and burned twice in two different centuries. As for GM, they brutalized and jettisoned so many GM families during the Great Recession. My father was stationed at Norfolk Naval Base during WWII and Ford actually had a manufacturing plant in that huge facility at that time. He returned from the war and worked at a Ford plant. Maybe you’re right Floopey. Somebody will want the Jeep and its offshoots. The late Sergio Marchione managed to boost sales to one million.
EV Sales aren’t going to fly or even be supported under the current Administration. So 4 more years and possibly 8 more, that the EV agenda won’t be pushed. Not sure Dodge will last that long without going back to big bad V-8’s with humongous HP.