Dodge has officially confirmed that the gas-powered Charger Sixpack will hit dealerships by summer 2025, but is it really the answer to the brand’s struggles? With sales plummeting and an unclear identity between gas and electric performance, Dodge seems to be scrambling to stay relevant. And if the new Dodge “Badassador” program is any indication, the brand may be getting a little desperate.
Dodge Is Fighting to Stay in the Game
For years, Dodge thrived on an unapologetic, horsepower-heavy approach to muscle cars. The outgoing Charger and Challenger, especially the Hellcat and Redeye variants, were some of the most powerful and beloved American cars of their time. They packed insane performance, loud V8s, and an old-school muscle car charm that resonated with enthusiasts.
But now, Dodge faces a tough road ahead. Sales tanked in 2023, and Stellantis dealers have openly criticized leadership for the “rapid degradation” of Dodge, Ram, Jeep, and Chrysler. Former CEO Carlos Tavares’ unexpected resignation only added fuel to the fire. Meanwhile, the brand’s first all-electric Charger Daytona arrived much later than expected, with some die-hard fans skeptical about an EV muscle car—despite Dodge’s efforts to make it feel and sound aggressive with the Fratzonic Chambered Exhaust system.
Now, Dodge is attempting to bridge the gap with the Charger Sixpack, a gas-powered alternative that keeps internal combustion alive. But is it enough?
Charger Sixpack: A Step in the Right Direction?
The Charger Sixpack will feature a twin-turbocharged 3.0-liter Hurricane inline-six, available in 420-horsepower and 550-horsepower configurations. It will be offered in both two-door and four-door variants, with all-wheel-drive as an option. While Dodge hasn’t revealed all the details yet, we can assume it will deliver the burnout-worthy performance the brand is known for.
However, longtime Dodge enthusiasts may not be thrilled with the move away from V8 power. Yes, the Hurricane engine is impressive on paper, but Dodge’s identity has been built around big, naturally aspirated and supercharged HEMI V8s. Can a twin-turbo six-cylinder—even with 550 horsepower—really capture the same excitement? That’s a big question, and one Dodge is betting its future on.
The “Badassador” Program: A Desperate Play?
As if launching the Charger Sixpack wasn’t enough, Dodge is also rolling out an aggressive brand ambassador program—called the Dodge Badassador program—which feels like a last-ditch effort to keep the brand relevant.
Dodge is actively recruiting “Badassadors”—essentially hardcore enthusiasts who will promote the brand at events, auto shows, vehicle launches, NHRA drag races, and more. Perks include access to Dodge vehicles, VIP treatment at events, and even Dodge-branded gear. The program kicked off at the Barrett-Jackson auction in Scottsdale, Arizona, where attendees could apply to become part of Dodge’s new marketing push.
The message from Dodge CEO Matt McAlear is clear: the brand is looking for “enthusiasts who disrupt” and want to “shake up the status quo.” While this all sounds exciting, it also raises concerns—why does Dodge feel the need to launch a full-fledged brand ambassador campaign right now? Could it be because they’re worried about keeping customer interest alive?
Is Dodge’s Future Secure?
Dodge’s Charger Sixpack will likely appeal to muscle car purists who aren’t ready to make the leap to an electric Charger Daytona, but is it enough to bring Dodge back to its former glory? The Hellcat era was a golden age, proving that buyers still craved big, loud, high-horsepower machines. Now, Dodge is trying to balance performance with electrification, but the execution feels rushed and uncertain.
On one hand, Dodge is keeping internal combustion alive for a little longer with the Sixpack. On the other, they’re pushing their EV lineup hard, with 670-horsepower Charger Daytona Scat Pack Thrill Rides at Barrett-Jackson meant to convince skeptics that an electric muscle car can still be exciting. But with the Badassador program, it seems like Dodge is going all-in on hype and marketing rather than focusing on what truly made the brand great—undeniable, over-the-top performance.
At this point, Dodge needs more than just a solid new model—it needs a clear vision. Whether that means doubling down on high-horsepower gas muscle cars or fully embracing electrification with a fresh identity, they can’t afford to keep playing both sides forever. One thing is clear: Dodge is fighting to stay alive, and only time will tell if it can reclaim its swagger.
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