#Dodge

Dodge recently announced that the iconic Charger and Challenger models would be sacrificed in the name of electrification next year — releasing the battery-powered, two-door Dodge Charger Daytona SRT Concept to show the public what might be on offer in the near future. But the language used felt somewhat noncommittal, as if the company was really just testing the waters to see what V8-obsessed Mopar fans were willing to tolerate. Meanwhile, Stellantis has opted to eliminate the brand’s high-performance SRT (Street and Racing Technology) division. 

Executives have attempted to spin this as good for the company, suggesting that integrating Dodge’s performance-focused engineering team into the broader pool will mean better cars across the board. But I’m worried about my favorite American brand and am wondering if anyone else on the road feels similarly. 

Dodge just pulled back the curtain on its newest vehicle, the Hornet crossover, but there are already rumblings of discontent from other brands within the Stellantis family. Dodge based much of the Hornet’s underpinnings on the Alfa Romeo Tonale, a move many within the Italian brand are unhappy with.

Who else but Dodge could be trusted to design and patent an honest-to-Mopar exhaust system for an electric car? Hell-bent on the concept that their customers are intent on continuing their raucous ways long after the last internal combustion engine has gone silent, Dodge figures their target market wants to announce their presence instead of gliding silently into the room.

As someone smack in the middle of this demographic and holding the keys to a V8-powered Challenger,  I feel compelled to say they may have a point.

The self-proclaimed muscle car brand is finally dipping a toe into the ultra-hot (and ultra-competitive) compact crossover market. It will launch as a 2023 model – the first new Dodge in recent memory, it should be noted – with the choice of a gasoline powerplant or a plug-in hybrid. 

And as part of the festivities, Dodge is bringing back a trio of consonants from their history books: GLH.

In the face of an inevitable EV onslaught, Dodge is determined not to go quietly into that good night. Yesterday, they showed plans for a half-dozen Charger/Challenger special editions for its final model year in 2023, tag-teamed a shop in Florida to make Chally convertibles, and heralded the return of the Durango Hellcat.

Recently, Dodge made news by saying its beloved V8 performance cars are going full EV in the not-too-distant future. BMW is talking about a similar transition.

A few days ago, MotorTrend reported that even as the overall market makes a shift towards electrification, the big fuel-sucking V8s that supply so many grins in the Challenger and Charger weren't going anywhere.

A story in MotorAuthority begs to differ.

Unless you’ve been living under a rock since 2019, you’ve probably realized that just about every major carmaker has plans to go “fully electric” at some point in the rapidly approaching future. That’s going to mean big changes in the way we buy and use cars, obviously— but change is hard, and not every company is going to be willing or able to make those changes.

That equally obvious fact begs the question: who’s not gonna make it?

In a captive import enterprise that began in 1979, Dodge sold Mitsubishi’s compact pickup (aka Mighty Max in North America) to compete with the likes of the Ford (Mazda) Courier and the Chevrolet (Isuzu) LUV. Badged as the Ram 50, the truck was sold through two generations, 1979-1986 and 1987-1994. By the Nineties, the second-gen was showing its age, and Dodge decided it would rather focus on its own midsize truck, the Dakota.

But there was another captive import that arrived at the very same time as the second edition of the Ram 50. Say hello to the Raider.

Dodge CEO Tim Kuniskis has effectively indicated that the brand will be rebadging Alfa Romeo Tonale to better tackle the subcompact crossover segment. Called the Hornet, the vehicle harkens back to the miniature MPV (pictured) that debuted back in 2006 of the same name. At the time, the plan was for Dodge to release the model in Europe in 2010. However, the financial crisis forced Fiat Chrysler Automobiles to restructure, with the boxy hornet Hornet being one of several casualties.

The concept has since been revised, with Kuniskis confirming the vehicle’s summer debut with The Detroit News. While the CEO said the company would like to introduce the model in August between the Dodge-sponsored Roadkill Nights and Michigan’s annual Woodward Dream Cruise, he noted that supply chain disruptions could force a revised timeline.

“This gray hair that I’m getting? It’s not COVID, it’s not lockdowns, it’s supply chain, man,” Kuniskis said during a virtual news conference. “But every single thing we’re doing is like in Jell-O right now, because it’s so hard to plan anything.” At this point, it’s getting hard to drum up sympathy for the industry. People are paying out the nose for vehicles because of the automotive sector’s collective inability to manufacture at scale. Granted, not every setback can be pinned on the manufacturer. But we’re over two years deep into constant disruptions, relentless product delays, and dealerships robbing people blind with very few tangible solutions being offered. Though even if Dodge continues having problems, you may still be able to nab something closely related to the Hornet. Alfa Romeo has already revealed the Tonale and it looks as though Stellantis plans on using it as the template for the similarly small Dodge. From The Detroit News:

He declined to confirm where the vehicle will be built, but it’s set to be assembled alongside the Alfa Romeo Tonale at Stellantis’ plant in Pomigliano, Italy, according to AutoForecast Solutions LLC. In February, Alfa revealed the four-door Tonale, its first subcompact SUV that launches in June with deliveries to the United States expected to arrive before the end of the year. It comes standard with a gas-powered 2.0-liter turbo-4 engine, but also is available as a plug-in hybrid (PHEV) with 272 horsepower from twin electric motors mated to a 1.3-liter turbocharged engine.

Previously, the Hornet was a concept, two-door small SUV that Dodge revealed in 2006 at the Geneva Motor Show. The brand at the time said it combined American attitude with European function. Dodge trademarked the name for passenger vehicles in March 2020.

The upcoming Hornet is also said to come with a PHEV option, which Kuniskis suggested could launch in 2023. Expect it to be more-or-less identical to Alfa’s crossover with fewer creature comforts and a slightly lower price tag.

“The Dodge brand needs something,” said Sam Fiorani, vice president of global forecasting for AutoForecast Solutions. “They can’t survive the brand on muscle cars. Making a fun-to-drive compact crossover fits into the Dodge brand.”

“You kind of have to move up a price class to get to the real fun-to-drive ones,” he continued. “If it’s under $30,000, it’s usually packaged and sold as transportation, lifestyle vehicles with price being key and fun-to-drive being secondary. It could potentially break open a market for Dodge, especially if they can keep the price low enough.”

Dodge is also supposed to be launching an all-electric performance car the company has cringingly dubbed “eMuscle” in 2024 with its planned debut preceding the Hornet introduction. Mr. Kuniskis suggested this could also be delayed, however. Apparently, the manufacturer is waiting on an important piece he said was “outside of my control, it’s outside our industry, quite frankly” before the car should be shown.

“I’m pushing to get it in the public view and show you what we’re doing and how we’re doing it different as fast as I can,” he said. “Because it drives me crazy that other people are way out in front of their headlights, and I’m not.”

Kuniskis also issued an ominous warning to dealerships and the aftermarket community after musing about electrification and evolving business models.

“There’s a change going on in the industry that’s going to affect our retail partners, our dealers, our partners in this business, and when we go to full electrification across the industry, they’re going to lose a revenue stream that they have today,” he elaborated. “They’re going to see a decrease in revenue and parts and service and maintenance. That’s just a fact.”

The Detroit News also made mention of the stage kits from the Direct Connection performance parts program Dodge had relaunched to sell certified, factory warranty-backed modifications to boost the power on Dodge vehicles when installed by a dealership. Guess what? They’re delayed, too. Though this was a combination of the absent semiconductors and approval by the California Air Resources Board so they can be sold in all 50 states.

[Image: Dodge]

Dodge’s import truck story began in 1979, when the Mitsubishi Forte (or L200) arrived on North American shores, rebadged as the Dodge D-50 and Plymouth Arrow. A captive import like the Colt, the durable Dodge D-50 (later Ram 50) proved itself a solid entrant into the compact pickup truck market. What proved unpopular was the Plymouth Arrow, which did not make it past its initial 1979-1982 outing. The Ram 50 was refreshed in 1982 but was certainly due for replacement in 1987 when the second generation arrived.

Once the Dodge Omni/ Plymouth Horizon, front-wheel-drive econoboxes that began life as Chrysler Europe designs, proved to be strong sellers in North America, Lee Iacocca and his poker buddies decided that a pickup based on the Omnirizon platform would be a fine idea. The result was the Dodge Rampage and its Plymouth-badged sibling, the Scamp. I found one of those cartrucks in a Denver-area wrecking yard a while back.

We finish up our Abandoned History coverage of the long-lived UltraDrive transmission today. The pursuit of simplification, modernization, less weight, and better fuel economy lead to the creation of the electronically controlled four-speed A604 marketed as UltraDrive. The idea floated around at Chrysler in the Seventies and then was greenlit and put into production (before it was ready) by an eager Lee Iacocca. A case of unfortunate timing, the new transmission arrived in 1989 at a time when there was almost no exciting news in Chrysler’s product portfolio. Thus the UltraDrive name was coined by marketing, and the new and advanced transmission was featured heavily in the company’s PR materials in 1989 and 1990.

The UltraDrive’s debut version was prone to numerous types of failures because of fluids and sensors, build quality, parts, really everything. But engineers at Chrysler quickly massaged the A604 into the improved 41TE that was ready for use midway through the 1990 build year. UltraDrive was up and running within acceptable reliability standards per Chrysler. Clearly, it was time to create more UltraDrive variations!

Recently on Abandoned History, we learned about the Colt, a captive import Dodge/Plymouth/Eagle/AMC/Renault sold courtesy of a badge swap on some compact cars from Mitsubishi. During that series’ tenure, one of our readers had a great idea: A separate Abandoned History discussion of the captive import trucks and SUVs in the Dodge portfolio. The time has come!

The recent Rare Rides Icons post on the 1990 Chrysler Imperial Super-K Gingerbread Cookie Edition generated a few comments not only about the subject in question but its four-speed UltraDrive transmission. It seems more than one of you wants a discussion – no – an essay on the UltraDrive. Wish granted! Here we go.