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Case Study

Can Dodge muscle into the electric vehicle market?

By Dominique Turpin, Douglas Quackenbos and Martin S. Roth

12 pages

January 2025

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Reference: IMD-7-2608

In late 2022, Tim Kuniskis, CEO of the Dodge brand (part of the Netherlands-based Stellantis automobile corporation), announced that 2023 would be the last production year for its popular “muscle car” models, the Dodge Charger and Challenger. These successful, internal combustion engine (ICE) models were to be replaced in 2024 with a single battery electric vehicle (BEV), the Dodge Charger Daytona SRT Banshee. Dodge’s proud brand history, nevertheless, had been built in great part on its reputation as a top-selling, performance “muscle car” manufacturer. Could Kuniskis and Dodge “muscle their way” into the electric vehicle market? Or, was this decision a strategic misstep? What other reasons might Dodge have had for making this move? Also, now that gas would no longer be required for the new, electric vehicle model, and given Stellantis’ global presence, was there room for international expansion?

Learning Objective

Brand management
Positioning
International strategy
Change management

Keywords

Branding, International Strategy

Settings

World/global, United States of America
Stellantis Group, Automotive, Automotive, Automobiles
2022-2024

Type

Published Sources

Available Languages

English

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