Currently, Dodge has 100 dealerships in 34 states that are listed as Power Brokers, selected based on their ability to sell high-performance variants of Dodge models such as the Challenger Super Stock and Charger Hellcat. All of these dealers must undergo intensive product-specific training to continue to carry the Direct Connection performance parts line. According to a high-performance-focused Dodge salesman who is part of the program, part of the training was a 200-question quiz that required a 90 percent correct answer rate. Kuniskis notes that despite the intensive salesperson training, the dealers themselves will not physically change. “If I say to the dealer, ‘You have to have this piece of carpet on the floor, you have to have this sign on the wall, that sign over there’, and all of a sudden it doesn’t work anymore. I have the feel like the program is adding value, guess whose fault it is mine,” says Kuniskis.
It’s an interesting change from the strategies of other automakers in an age of increasing electrification. Ford recently transformed its electric vehicles into an entirely separate business segment, and Honda is now readying dealerships for massive transformations to ease the transition to higher electric vehicle sales. Although Dodge has an electric muscle car in the works and will end sales of some of its most powerful V8 engines over the next two years, Kuniskis made no mention of electrification plans as part of the training. dealers. For now, Dodge continues to double down on ICE engines with absurd horsepower figures, even as they approach their sunset.
Dodge’s strategy is consistent with its marketing and overall vibe. Most of its ads focus on burnouts – even for its electric car teasers – and that bad boy persona is solidly part of the brand’s core (the company has a position as chief donut maker, after all) . And despite the fact that its three-model lineup starts at an average MSRP of $33,440, Dodge’s average selling price is north of $48,000, according to Edmunds, so clearly buyers are willing to shell out for more. power. So for those who need more horsepower than a base Hellcat, you can expect a dealer who is just as enthusiastic about your tire-shredding loader as you are.