Dodge—which is celebrating its 60th anniversary this year—is entering what CEO Matt McAlear describes as the “next century” of the 112-year-old performance brand, with a product strategy increasingly centered on gas-powered models.
The details: McAlear discussed Dodge’s strategy with CDG News, outlining three key priorities for dealers: responding quickly to customer demand, delivering distinctive performance at competitive price points, and putting more resources behind experiences that generate consumer interest and leads.
The new Charger architecture was always intended to be a “multi-energy platform” supporting models like the 420- and 550-hp Sixpack gas Chargers, with the ability to flex production if consumer demand shifts back toward EVs, said McAlear.
Rather than sacrificing differentiation to hit an entry-level price, Dodge is focused on delivering the “most performance” at a “reasonable price,” as demonstrated by its decision to offer the 5.7-liter V8 Durango in the GT trim, he explained.
McAlear also sees an opportunity for Dodge to compete again in the $30,000-$40,000 MSRP range, noting that it is a major part of the brand’s future product plan, as highlighted during Stellantis’ investor day in May.
He said Dodge will continue to build on dealer and consumer experiences such as Roadkill Nights in Detroit and Stellantis’ “Unstoppable” Spring Training Tour as a pivotal part of the brand’s market positioning strategy.
“The proof is in the pudding,” McAlear told CDG News, speaking about dealers experiencing the Charger Sixpack during the 2026 dealer training tour. “Most of the sales consultants walked away with their eyes wide open, saying, ‘Wow.’ Putting the rubber on the road and showing them the incredible capability of this vehicle with a professional driver, open their eyes. And that's key to being able to walk back and talk to consumers.”
Why it matters: Dodge’s strategy gives dealers a clearer path to reach performance-focused buyers by leaning into gas-powered models, more attainable price points and experiential marketing, while retaining the flexibility to adjust its powertrain mix as consumer demand evolves.
OUTSMART THE CAR MARKET IN 5 MINUTES A WEEK
Get insights trusted by 55,000+ car dealers. Free, fast, and built for automotive leaders.
Between the lines: Performance will remain at the core of Dodge’s proposition as the brand expands its lineup and looks to grow its customer base with new offerings aimed at enthusiasts, explained McAlear.
The new 600-horsepower 2027 Dodge Charger Super Bee Launch Edition, featured at the Woodward Dream Cruise, is quicker from 0 to 60 mph than the original 707-horsepower Hellcats, the CEO said.
He also noted that Dodge is developing SRT-badged Chargers that will launch in the coming years, with some speculating that an SRT model could debut as early as next year.
Dodge is also expanding how the brand packages performance, showcased by the R/T 392 Smokescreen Concept, new Redeye exterior color, Brass Monkey Package, new Tinted Dual Stripes and a preview of a new Color Jailbreak program.
“There's a lot ahead of us,” said McAlear. “We definitely haven't hit the finish line, and we never stop progressing and working towards more power and getting more out of the platforms that we've brought to market over the last year.”
Bottom line: Dodge’s next chapter centers on giving dealers more ways to sell performance—from gas-powered models and more accessible price points to distinctive products and customer experiences—while maintaining enough powertrain flexibility to respond as market demand shifts.
A quick word from our partner
The right inventory makes everything easier.
Every week, CarMax Auctions gives franchise and independent dealers access to thousands of vehicles — so you can stock your lot with the right cars for your customers.
Wide variety of years, makes, models, and miles
50+ locations nationwide with 100% online bidding
Upfront condition announcements
Free 7-day arbitration*
Register for free with no obligation.
*Restrictions apply. Visit carmaxauctions.com for details.
