Mission

Partnered with Richard Petty Motorsports, realigning their focus to be labeled as a separate entity under the FCA Group, Dodge repositioned their brand by executing events that appealed to various demographics. By targeting music festivals, lifestyle and brand advocate events, Dodge stayed true to their DNA while celebrating 100 years of serving consumers with horsepower. As an added bonus, consumers were introduced to a new line-up of muscle vehicles (Hellcat and Demon) and experienced first-hand demonstrations.