Dodge attacks electric vehicles as weak and soulless

In early December 2024, Dodge unveiled its latest advertisement for the Charger Daytona, which will be the company’s first electric muscle car. The ad features a confrontational tone that discredits the environmental advantages of electric vehicles and directly criticizes their competitors by calling them 'weak' and 'soulless'. This marketing strategy appears to be a direct appeal to Dodge’s long-standing fan base, affectionately termed the 'Brotherhood of Muscle'. As part of the promotional activities, influencers have also been invited to experience the Charger Daytona's unique 'Fratzonic Chambered' exhaust noise. Reports indicate that many people likened these sounds to noises from the video game Roblox, suggesting that the attempt to emulate traditional muscle car sounds may not resonate with all audiences. This controversial marketing choice signifies Dodge's intention to maintain its identity in a rapidly changing auto industry that leans towards electrification and sustainability. The company is seeking to reassure loyal customers that muscle cars can still embody power and excitement, even in an electric format, while dismissing the legitimacy of other battery-powered vehicles in the process. Such a strategy could attract attention and provoke a response from both the EV community and traditional car enthusiasts, amid a growing trend towards electric mobility and environmentally friendly options. However, it remains to be seen how effective this approach will be in establishing the Charger Daytona as a noteworthy contender in the electric vehicle market as the company faces competition from both established brands and new entrants that are also vying for market share.