Dodge is pulling no punches with the launch of its first all-electric muscle car, the Charger Daytona. In a bold campaign titled “Save the Planet,” the automaker is flipping the typical EV narrative and delivering a fiery message to its competitors: electric doesn’t have to mean boring.
The campaign opens with a tone that feels like a familiar EV ad: tranquil shots of city skylines, serene waves, and a narrator’s voice calmly talking about saving the planet. But just as viewers might expect a standard eco-friendly pitch, Dodge swerves hard. The calm narration shifts into a mocking tone, ripping into rival EVs as “lame, soulless, weak-looking, self-driving sleep pods.”
This isn’t just a vehicle launch — it’s a declaration of war against the conventional perception of electric cars. The Charger Daytona isn’t here to blend in. Dodge wants its EV to roar onto the scene with the same attitude and power that made its gasoline-powered muscle cars legendary. The 30-second TV spot and social media cutdowns are backed by a longer YouTube version, each one brimming with swagger and tire-squealing action.
The tagline says it all: “The world’s most powerful muscle car.” Dodge isn’t compromising its brand identity for the sake of electrification. Instead, it’s making EVs fit into the muscle-car ethos — fast, loud (yes, even for an EV), and unapologetically aggressive.
As EV adoption in the U.S. faces resistance, particularly from die-hard performance enthusiasts, Dodge’s approach is crystal clear: electric cars can still be thrilling. Rather than focusing solely on environmental benefits, the Charger Daytona campaign appeals to those who crave the visceral excitement of a traditional muscle car — minus the emissions.
By taking shots at rivals like Tesla, Dodge is distinguishing itself in the crowded EV market. It’s not here to play nice. This campaign signals that the muscle-car spirit lives on, even in the electric age.
For the full details on Dodge’s electrifying campaign, check out the story on Marketing Dive.
