Dodge CEO Acknowledges Charger EV Criticism is ‘Painful,’ Stands by Launch Strategy

      Dodge

      It's prudent to anticipate backlash when a company makes significant changes to its primary product. With Dodge introducing electric motors into the Charger, a model historically associated with burnouts and powerful V8 engines, criticism was inevitable. The brand is currently facing substantial backlash with its electric Charger Daytona, particularly from loyal fans of its more classic models who are not fully embracing this unconventional muscle car.

      So, how does Dodge respond to this criticism?

      “It stings, but we understand the reason behind it,” Dodge CEO Matt McAlear shared with The Drive during a roundtable discussion.

      Stellantis

      On paper, automotive enthusiasts should be thrilled about the Charger Daytona. Visually, the two-door design pays homage to the original Charger more than the previous V8 model did. Moreover, its specifications outperform most HEMI engines.

      “If we sent you an invitation saying, ‘We want you to come drive the all-new, confidential replacement for the Challenger. It features standard all-wheel drive, 670 horsepower, zero to 60 in 3.3 seconds, and a quarter-mile time of 11.5 seconds. It has cutting-edge technology, a driver-oriented cockpit, is just as loud as the outgoing Hellcat, has 132% more cargo space, and provides more rear legroom than the previous four-door Charger…’ Everyone would say, ‘Count me in,’” McAlear explained. “You’d probably not even inquire about what’s under the hood because you’d assume this car is amazing. It resembles a 1968 model, regarded as the most iconic muscle car ever.”

      However, that has not been the reaction. Instead, the vehicle has faced criticism regarding its weight, artificial engine noise, and absence of a V8, often from people who haven’t had the opportunity to test-drive it yet since it’s so new.

      “So yes, it’s frustrating. The issue is that it’s all too simple to be negative today. That is the easy route. Everyone seems to shy away from positivity,” McAlear added.

      Moreover, Dodge debuted the Charger Daytona at an inopportune moment, through no fault of its own. The electric vehicle market and public sentiment have recently shifted unfavorably. Still, McAlear believes that what distinguishes Dodge, and how it plans to win back some customers, is the Charger Daytona’s purpose. Dodge is not simply producing an electric car with the Charger name; they assert they are creating a new muscle car that happens to be electric.

      Stellantis

      “The other thing I emphasize is that we are not entering the market with an EV; we are introducing a muscle car that merely happens to be electric,” McAlear stated. “If you look around any auto show or EV event, you’ll see countless two-box designs, white vegan leather interiors, flat floors, large screens, and open consoles—they all appear virtually identical. That’s what most people associate with an EV, right? This car, even with a six-cylinder engine, remains the same except for necessary modifications for the engine. The paddle shifters switch from regenerative braking to actual gear shifting. Both versions come with standard all-wheel drive and can be switched to rear-wheel drive. I believe that’s the positive aspect; we are not like everyone else. We have not introduced another EV; we have brought a distinct muscle car to the market.”

      McAlear also finds the criticism ironic. “It’s amusing; we were criticized for years regarding the old models,” he reminisces. “People would ask when we’d release a new one. Customers increasingly asked Dodge for something innovative as the previous Charger and Challenger aged, yet when the company finally released a new model, the response was complaints.”

      But what if Dodge had approached it differently? What if they had initially launched the Hurricane inline-six Charger as a standalone model instead of the EV? While transitioning from a V8 to an I6 may have seemed strange to some, the power, performance, and genuine exhaust sound might have won over enough of the critics.

      “In hindsight, it’s easy to say, ‘Would you have launched with the ICE first instead of the EV?’ Perhaps. But you can never be sure, right? Those decisions were made two to three years ago,” McAlear explained.

      Stellantis

      Despite the negative feedback, the CEO insists he is not overly worried. He has discovered through discussions with dealers that the Daytona is attracting new customers who hadn't previously considered Dodge: current EV owners looking for something different, sportier, and more thrilling. They have experienced typical all-electric vehicles and are now seeking new excitement. For the more traditional fans who are not ready to abandon internal combustion engines, the straight-six version remains available. While McAlear acknowledges that the backlash is painful, Dodge is not backing down.

      “I’d prefer to be part of the discussion rather than being excluded from it, even if it is negative,” McAlear concluded. “It’s better