LX and Beyond Nationals

CAR SHOW | RACING | ENTERTAINMENT

April 29, 2011

SRT’s Dynamic Duo Readies for One Lap of America

Posted on: April 29, 2011 – 12:00 pm by RLD

onelap1 SRT’s Dynamic Duo Readies for One Lap of America tire rack summit point speed tests solo ii seasoned veteran performance objectives one lap of america nhra gatornationals motor trend magazine lead foot lap of america hot cars grissom air force base gainesville raceway Erich Heuschele Erich dynamic systems dynamic duo dodge daytona international speedway burning the midnight oil autobahn country club Adam Forte 40th anniversary  features photo

 
Our SRT team that has been burning the midnight oil, prepares for the historic 40th anniversary One Lap of America event that begins today.
 
The One Lap schedule covers more than 3,650 miles over 8 days with 18 timed competitions at 10 venues. There is a dedicated staff of volunteers to ensure a safe and level playing field among the numerous stops and within the respective classes. Over 70 competitors will travel to various tracks such as Summit Point in Virginia, and Autobahn Country Club Raceway in Chicago. The competition is not just limited to road courses as the Dynamic Dou will also assault Gainesville Raceway (home of the NHRA Gatornationals) for some quarter-mile blasts. They’ll also be hitting the Autocross Solo II venue at Grissom Air Force Base. The folks from Tire Rack and Motor Trend Magazine are once again the official sponsors.

 
After a two-year break, we are sending the “Dynamic Duo” of Erich Heuschele and Adam Forte to the One Lap. By day these SRT engineers tinker with things like vehicle integration and suspension dynamic systems. During their “off” hours, they can be found playing with a variety of hot cars to feed their need for speed. Erich is a seasoned veteran of six One Lap events and his list of accomplishments is quite impressive with three first place finishes in his respective class. For Adam, this might be his first time in the driver’s seat for the One Lap but he’s not shy behind the wheel of fast automobiles. One of Adam’s responsibilities at the SRT team, is to ensure each new vehicle meets the performance objectives before it’s launched. This includes a myriad of high-speed tests at numerous race tracks and drag strips throughout the US and Canada. His lead foot and on-board instruments makes sure each new SRT model performs the way it should. Both Erich’s and Adam’s skills and experience should complement each other during this week long event.
 
In the past, we’ve taken prisoners with some of our entries that included various SRT vehicles ranging from the Neon to a mix of Challengers, Chargers, 300Cs, Vipers, Rams and even Jeep Grand Cherokees. Our engineer/amateur racers actually have used the One Lap events to collect valuable data on how the tune suspension settings, shock and spring dampening rates to driveline durability.
 
Erich and Adam’s ride for this year is a bright white 2011 Challenger SRT8 that will compete in the SSGT2 Big Bore class. Other than the addition of Hella Rally 4000 driving lights and the mandatory completion decals, the Challenger is completely stock. Their plan is to win the class and finish in the top 10 overall and we know they have a great shot at doing it. The Challenger pays homage to the adventures of Brock Yates and the Cannonball excursions he made in his own white 1972 Challenger during the halcyon days of the 1970’s. Brock’s E-Body was powered by a Cotton Owens massaged 340 small-block but our boys will have the new 470 horsepower 392 HEMI® under its performance hood.
 
We’ll be covering the awesome One Lap adventures of Erich and Adam and their Challenger SRT8 on Red Letter starting this Monday. Make sure to check back with us for results and updates along with the fun and colorful stories our Dynamic Dou will be sharing as they hammer down the highway!
 
4/30 – Grissom Air Force Base- Tire Rack Wet Skid Pad
5/1 – Summit Point Raceway Summit Point
5/2 – Carolina Motorsports Park National Standard Track
5/3 – Daytona International Speedway Road Course & Gainesville Raceway
5/4 – Circuit Grand Bayou Road Course
5/5 – Barber Motorsports Park
5/6 – Autobahn Country Club North Track
5/7 – Tire Rack Dry Skid Pad

 

P1010582 560 SRT’s Dynamic Duo Readies for One Lap of America tire rack summit point speed tests solo ii seasoned veteran performance objectives one lap of america nhra gatornationals motor trend magazine lead foot lap of america hot cars grissom air force base gainesville raceway Erich Heuschele Erich dynamic systems dynamic duo dodge daytona international speedway burning the midnight oil autobahn country club Adam Forte 40th anniversary  features photo

April 4, 2011

Kowalski’s Challenger Rides Again

Posted on: April 4, 2011 – 7:00 am by RLD

kowalski Kowalski’s Challenger Rides Again vanishing point srt8 roadblock Pennsylvania new challenger lasting impression kowalski jaguar xke hurst pistol grip hook ups highway patrol Frederick Scat dodge dealership challenger car delivery car business canfield ohio bob frederick auburn hills  challenger models photo

Ask any die hard Dodge enthusiast what their favorite car movie is of all time and most will acknowledge the 1971 cult classic Vanishing Point ranks at the top of their list. The plot was very simple and pure as the main character who is only known as “Kowalski” works for a car delivery service. There’s a bet he accepts from one of his “hook-ups’ that he can’t drive from Denver to San Francisco in less than 15 hours. He gladly accepts the wager and begins his power shifting odyssey with a white 1970 R/T. Along the way he has a few run-ins with the highway patrol, a Jaguar XKE and numerous dubious and somewhat “interesting” folks.

We all know the end of the movie does not bode well for both Kowalski and his big-block E-Body as they both meet their demise in a roadblock outside a small cattle town. Here the hero and his white steed impact a pair of bulldozers and erupt in a cataclysmic fireball explosion thus sealing their fate.

This movie had a profound effect on the minds young car junkies everywhere in the early 1970s and for one in particular, it would have a lasting impression. That young man was Bob Frederick whose love of all things Mopar  started at an early age as his father owned a Dodge dealership in Canfield, Ohio.

Bob was seven years old when he first saw Vanishing Point and he was hooked. He was glued to his TV set watching the Challenger and its high-speed romp through the desert while Kowalski rowed the Hurst Pistol Grip shifter. Eventually Bob would follow in his father’s footsteps as he got into the car business and began selling performance-minded customers Challenger and Charger R/Ts along with models. However, it was Bob’s ambition and goal to recreate that iconic white Challenger R/T from the big screen. “When Dodge finally released the new Challenger in 2008, I immediately thought about how cool it would be to do a “Vanishing Point” version of the car. As the 2009 models rolled out, the R/T was available in White, but the SRT8 model was not. I ordered in a few White 6-speed R/T models in honor of Kowalski, but felt that the higher powered SRT8 would really be the one to do it on” said Bob. However, the opportunity did present itself this year when we launched the 2011 392 Inaugural Edition Challenger SRT8. Knowing it was available in white Bob began making phone calls to our Challenger team in to see if there would be a possibility to build 10 unique units without the stripes and with different options. Bob really wanted to make this package special and true to the original concept.  “I met with the team and told them what I wanted: 2011 Challenger SRT8 392, 6-speed manual, bright white, stripe delete, Dark Slate SRT seats, WP3 Alcoa SRT aluminum 20” wheels, 730 Nav and SRT Option Group II. They all liked the idea and said he would try to get it done. I reminded them that the paint was already in the plant and that the unique SRT8 parts were already there in white as well, so it seemed logical that it could be done”

However that’s easier said than done as plants are highly automated and systems are hard to override to create low volume special vehicle builds. Never one to give up, Bob and our team huddled again and came up with a game plan. By entering the orders manually, they could override the system and get 10 2011 Challengers built to specifications Bob wanted. “After the meeting, I was really excited, but knew that it wouldn’t be definite until the first one rolled off the line successfully. The next week I gave the team the exact specs that I wanted, including a request for sequential VINs and unique sequential VONs. These are the only White, Slate interior, stripe delete cars made. I also requested special dash badges that read: “Frederick Scat Pack Kowalski Edition __of 10.”

By late-February, the orders were in the system and had sequential VIN’s and unique vehicle order numbers. Bob even found a unique code in the system to track the cars, “All ten Kowalski Edition Challengers made through the build process with no glitches with the help of tracking code 57X, which means ‘Scat Pack Tracking’, how cool is that!”.

The vehicles then were shipped to New Wilmington Motors in Pennsylvania where they receive some unique items to further commemorate Kowalski’s Challenger. Cool parts such as 1970’s Pistol Grip Shifter with woodgrain inserts, Mopar Chrome Quad Exhaust Tips, Rear Quarter Glass Scat Pack Bees, Unique Fender Tag and Broadcast Sheet, ‘Kowalski Edition’ Rear Spoiler and underhood decal, ‘Frederick Scat Pack Kowalski Edition’ numbered dash plaque and finally a reproduction 1970 Colorado License Plate with OA 5599 (this is really cool as this was the plate number from Challenger in the movie!).

We had an opportunity to see the first ‘Kowalski Edition’ Challenger at last weekend’s LX Spring Fest in Irvine, California. Its new owner is Mike Haislet and he’s a diehard Challenger enthusiast (he’s also one of our many Dodge Facebook Fans). Mike and his wife recreated their version of Vanishing Point by driving all the way from Holland, Michigan to the west coast. Mike met up with the Challenger team and had them sign the engine compartment. Even our own Ralph Gilles got in on the fun.

The response to the ‘Kowalski Edition’ has been phenomenal as it’s all been by word of mouth. Bob told us all that ten have been sold and he’s not sure is another run will ever be planned. It’s good to know that there are people like Bob in our tightly knit Dodge community that have the drive and ambition to work with our team and build some really cool and unique cars that may become collector items one day. We all know it would be awesome to take the 2011 Challenger SRT8 Kowalski Edition and make the run from Denver to San Francisco in less than 15 hours. Bet you one thing, we’re sure we can find Leslie West and Mountain cranking “Mississippi Queen” on the Sirius Satellite Radio!

March 29, 2011

Behind the Camera Lens at SF6

Posted on: March 29, 2011 – 11:00 am by RLD

IMG 3969 Large Behind the Camera Lens at SF6   spring fest Spring picture gallery LX Spring Fest lx spring images event dodge chargers challengers camera lens  lifestyle photo
 

For those of you didn’t make out the sixth annual LX Spring Fest this past weekend, we’ve got you covered. We captured some great images of tricked-out and massively modified , Chargers and Magnums our loyal fanatics brought to the event. If you were fortunate to be a part of SF6, check out our link to the picture gallery and give us a shout out if our roving photographer shot your ride!

www.redletterdodge.com/2011/03/29/behind-the-camera-lens-at-sf6
www.flickr.com/photos/lxandbeyondnats/sets/72157626225313253

March 28, 2011

History Made at Spring Fest 6!

Posted on: March 28, 2011 – 8:22 am by RLD

SF6 002 History Made at Spring Fest 6!  tire smoke spring festival spring fest Samuel Hubinette ralph gilles race against the clock president old acquaintances mopar Magnums lx spring lap times John Fortuno Green With Envy great memories event organizer chrysler 300c Chrysler Charger SRT8 charger challengers challenge course california sun burning rubber attendance records  features photo
 
The California sun has set on the sixth annual LX Spring Festival. Once again, great memories with old acquaintances were rekindled while forging new friendships within the Dodge community. This year’s event smashed all previous participant attendance records as over 830 LX owners from all over the USA, Canada and even Europe came to share the love of their Challengers, Chargers, Magnums and 300s. Our president and CEO (and #1 LX fan) , was in attendance and shared his passion for these great vehicles as he walked among the masses. He even had the opportunity to sign a few Challengers and Chargers much to the delight of their owners. Our designers and SRT engineering gear heads held round table discussions with owners to exchange valuable feedback and discuss future product concepts. Our fans also got a taste of hot burning rubber in their faces as our own Samuel Hubinette wowed us with a drifting choreography that included billowing clouds of tire smoke to the sounds of a high-winding 7,000 RPM small-block. Sam wasn’t the only one tearing up the runways at the former Marine Naval Air Station. For $20 a run, participants had a chance to race against the clock and test their driving skills behind the wheel of a 2011 R/T on the ‘Challenge Course’ (both Ralph and Sam laid down some smoking lap times!). There was no shortage of competition among those looking for a shot at beating those numbers and the best part was all proceeds went towards charity. The sponsor, midway, was filled with the latest go-fast and styling goodies from a wide variety of manufacturers. We also had our latest hardware for all to see, like the stunning 2012 Charger SRT8 and 2011 Challenger R/T “Green with Envy”. We also got to see event organizer and LX patriarch, John Fortuno unveil his 2011 300C “Fat Chance 2.0”

March 25, 2011

Spring Fest 6 –Hit the Ignition Button!

Posted on: March 25, 2011 – 8:08 am by RLD

SF6 Beach Burgers 001 560 Spring Fest 6 –Hit the Ignition Button! spring fest Spring sights and sounds power performance pacific ocean outrageous cars LX Spring Festival lx spring LX Festival late model irvine california huntington beach Huntington hemi engines festivities family reunion evening air Dodge Challenger club member chrysler 300 beach burger  features photo
 
The time has come to switch on the ignition and hit the button for the sixth annual LX Spring Fest in Irvine, California. For those of you just tuning in, the Spring Fest is the largest gathering of late-model , Charger, Magnum and Chrysler 300 vehicles on the planet. Think of it as a huge family reunion of like-minded car junkies who live and breathe power, performance and personalization. The weekend’s festivities kicked into gear Thursday night with a cruise to the infamous Beach Burger restaurant in Huntington Beach just blocks away from the Pacific Ocean. The parking lot was jam filled with the coolest and most outrageous cars from hundreds of enthusiasts who drove in from all parts of the country including Canada. The brisk evening air was saturated with the sights and sounds of 600 horsepower supercharged HEMI® engines, custom pant jobs and cool sound systems. Enthusiasts and club member’s had a chance to get caught up with old friends and partake in some great bench racing. If you couldn’t make out to this year’s Spring Fest no worries, we’ll be posting some great pictures and videos. Be forewarned though, it’ll make you wish you were here and part of the fun!

 
SF6 Beach Burgers 005  Spring Fest 6 –Hit the Ignition Button! spring fest Spring sights and sounds power performance pacific ocean outrageous cars LX Spring Festival lx spring LX Festival late model irvine california huntington beach Huntington hemi engines festivities family reunion evening air Dodge Challenger club member chrysler 300 beach burger  features photo

March 24, 2011

That 392 HEMI® Sure Sounds Sweet!

Posted on: March 24, 2011 – 7:00 am by RLD

During the HEMI Highway Tour in late 2010, our Dodge Ambassadors Scott and Heather stopped by Hennessey Performance in Sealy, Texas for a shop tour and to checkout all the cool “eye candy” for late-model enthusiasts. Now you veteran gear heads know Hennessey has been a major player in making modern day super cars even more wicked, mean and nasty. Their talent pool includes a combined 100 plus years of experience in design, manufacturing, testing and installation of high-performance upgrades.
 
With over a one thousand city and highway “break-in” miles, our new 392 ® SRT8 was ready to make some noise. When Hennessey gave us the invite, we couldn’t resist the temptation to strap our on their Dynojet 248C chassis dynamometer. Now we know the 392 HEMI is rated 470 horsepower and 470 lb.-ft.torque at the flywheel, however we wanted to know how much was getting to the rear wheels. The Hennessey technicians quickly quick set-up the chassis dyno and calibrated the equipment. We fired-up the mighty 392 and made some warm-up runs and then dropped the hammer. Like a sucker punch to the face, the graph on monitor flashed the numbers – 432 rear wheel horsepower and 424 rear wheel torque! The Hennessey guys were amazed and impressed on how stout the numbers were for a bone stock engine. Now granted, our Tremec TR-6060 six-speed manual probably helped minimize the inherent parasitic loss of horsepower and torque as it travels along the drive train to the rear wheels. Still, the guys began crunching the numbers and concluded the actual power is north of the factory 470 rating. Think of it as an added bonus at no extra cost. So, sit back and turn your speakers up and listen for yourself!

March 23, 2011

From Brampton With Love!

Posted on: March 23, 2011 – 7:00 am by RLD

Rab Daytona 001 5601 From Brampton With Love! stint spring festival orange county ca launch team halifax nova scotia dream car club members challengers brampton assembly plant auburn hills  charger models photo

Rab McLarnon is not your average Dodge enthusiast. He spent most of his formative youth in a land known for its lush green highlands and mid evil castles. Therefore, it’s hard to fathom that a country that produced great warriors such as William Wallace or romantic poets like Robert Burns could also be the birthplace to a passionate diehard gear head for American V8 muscle. Rab’s destiny with U.S. bred horsepower began in 1973 when he immigrated to Canada from Scotland to build oil rigs in Halifax, Nova Scotia. However, it was 1987 in which he began his automotive career first at AMC building Jeeps and then eventually Chrysler. When the LX platform was in the design and pre-production stages, Rab was part of the launch team in our Auburn Hills headquarters. He was one of many hardworking individuals that made sure everything was just right before production was kicked off. Right away he was impressed with the looks and performance of the new 5.7L HEMI® Charger R/T. After his stint in Michigan, Rab returned to his adopted country and began working at the Brampton Assembly plant (home the Charger, Challenger and our Chrysler cousin, the 300) in a variety of positions including an inspector and line specialist. When he saw the first Chargers rolling off the line, he knew he had to have one.  His first choice was a ‘Sublime’ Daytona but ‘Go Mango’ won him over, and he immediately went to the local dealer and purchased his dream car. I loved the power…the looks and once I owned it, I really loved how it turn heads everywhere I drove the car,” said Rab. Soon he was active in the LX club scene and began networking with fellow enthusiasts regarding modification tips and suggestions. He even helped facilitate plant tours for club members to see firsthand how their beloved Chargers and Challengers are built with pride.
 

However, it’s always been a dream for Rab to attend the ultimate LX event, the Spring Festival in Orange County, CA. Here, hundreds of owners from all over the country and Canada come together for the biggest single day gathering of Challengers, Chargers, Magnums and 300s. The Spring Festival also includes numerous vendors and manufacturers including our friends from SRT and Mopar. When his original co-driver bowed out, he thought about simply flying but what fun would that be? It was his wife Laura that convinced him that he should still take his Daytona and she’d help him with the driving. They packed their bags, fueled up the car and programmed the nav and hit the highway. The 5,000 plus mile cross-country round trip for this weekend’s event will take him from Brampton, Ontario through the Midwest and Southwest along Interstate 40 along with side excursions along parts of historic Route 66 on their way to California. For individuals to make such an arduous journey not only exemplifies their passion for these cars, but also their love of this great community of fellow LX gear heads!

Rab Daytona 0021 From Brampton With Love! stint spring festival orange county ca launch team halifax nova scotia dream car club members challengers brampton assembly plant auburn hills  charger models photo

Rab Daytona 007 Rte 66 From Brampton With Love! stint spring festival orange county ca launch team halifax nova scotia dream car club members challengers brampton assembly plant auburn hills  charger models photo

Rab Daytona Cadillac Ranch 001 From Brampton With Love! stint spring festival orange county ca launch team halifax nova scotia dream car club members challengers brampton assembly plant auburn hills  charger models photo

January 11, 2011

2010 LX & Beyond Nationals – The DVD

Happy 1.11.11 to all of our fans, friends, participants and sponsors. We are doing a special pre-sale of the 2010 LX & Beyond Nationals DVD today for the price of $11.11 plus shipping to the first 11 orders. After the first 11 orders the DVD will go on sale, January 16, and will be $25.00 plus shipping.

This the Official and Only DVD of the Summer event which hosted a 50+ award carshow, 4 heads-up racing, and 3 bracket racing classes showcasing the Modern Mopar Muscle vehicles based on the Chrysler LX/LC-platform Dodge Challenger, Dodge Charger, Chrysler 300/300C, Dodge Magnum and the full family of SRT vehicles, including the Jeep Grand Cherokee SRT.

If you were unable to attend or just to busy to get around and experience the entire event this DVD will take you through the entire experience. You arrive at A&W Restaurant in Boardman, Ohio for the official kick-off party and cruise-in; then, you head to Quaker City Raceway in Salem, Ohio the next 2 days to do everything from watching the drag racing qualifications, visit with the vendors, check out the vehicles in the car show, and so much more. If you are a MOPAR fan this is one that you want in your DVD collection.

Total Length: 3 hours 39 minutes


Thank you again to Whatsnewsnx Digital for putting this entire experience on video.

November 22, 2010

An Empire Built on a Foundation of “Brick & Mopar”

Posted on: November 22, 2010 – 4:20 pm by Heather Heughens

Nov.17 Empire Mopars, New Windsor, N.Y. – Stop #4

 
New Windsor, New York – Pat and John Macioces’ love of all things Mopar began as stories like these often do – with their father. Ever since their dad told the boys that Chrysler made the best cars because, “They take technology everyone has and they make it better,” they’ve been taking classic Mopar vehicles and making them cleaner, leaner, faster and meaner… in some cases, over 1,000 horsepower meaner.
 


 
What began as a hobby in the early 1980s turned into a full-blown business venture for Pat and John once it became evident that expertise such as theirs was in high demand.
 
During a HEMI Highway Tour stop at Empire Auto Body, filled with Mopar bodies waiting to be returned to their former glory, we got a better idea as to just how much work goes into making that happen. The shop, just 10 miles away from the United States Military Academy at West Point and 65 miles north of New York City, is filled with Dodge, Chrysler and Plymouth vehicles in various stages of development, and John filled us in on the back story of each, and plans for completion.
 



 
During our visit, enthusiasts from all over the tri-state area brought their vintage beauties out for a day of show-and-tell. Standing next to their most prized possessions, each was beaming and eager to share the history of their vehicle and how it came to be the picture of muscle car perfection we saw before us.

 
And lucky for us, burn-outs were on the agenda for the day’s activities.


Pat offered some insight as to what made classic Mopar vehicles cooler than their competition at the time: “What I love about classic Mopar vehicles is the fact that Chrysler offered a performance version of nearly every one,” he said. “Even the so-called ‘economy’ vehicles of the era offered a souped-up sports package. Plus, no manufacturers had the high impact colors or unique stripe combination offered by Chrysler.”
 
Nowadays, Empire Mopars is responsible for some of the coolest true vehicle restorations, and some even cooler “resto-mods” – vehicles that appear stock, but pack some modern technologies both inside and out, and a few additional ponies. Then there’s the wild muscle machines that look intimidatingly fast even at a dead standstill – Empire Mopars makes those too!
 

 

 
As a matter of fact, nine out of ten of the vehicles they work on are classified as resto-mod, including Mopar Action Magazine’s Tech Editor Richard Ehrenberg’s 1969 Plymouth Valiant, a.k.a., “The Green Brick.”
 
Pat and Richard met shortly after the Brick got into a bit of a fender bender. Empire Mopars got the Brick back to good as new and the friendship between Richard Ehrenberg and the Macioce brothers was born.
 
A Mopar fanatic himself, Richard Ehrehberg has extremely high standards when it comes to where he takes his beloved vintage Mopars when they need a little TLC. For Richard, it’s Empire Auto Body. Perhaps it’s because, as Pat himself says, “We don’t do anything less than 100%. If our name is going to be on it, it has to be perfect.”
 
Perfection comes at a cost, but when you see the meticulous craftsmanship exhibited in Empire Auto Body’s work, you’ll agree – it’s worth every penny.
 

November 15, 2010

Dodge Gets Its Street On With New Everything

Karl Greenberg, Nov 15, 2010 02:31 PM
Dodge ChallengerUntil fairly recently, Chrysler LLC’s Dodge division had been supported almost entirely by the Ram pickup truck. In spite of vehicles like Caliber — intended to move the brand into crossovers — the brand has been hampered by high gasoline prices and a lack of brand identity. When Fiat moved Ram out of the Dodge garage, the brand was forced to find its soul. It did not help that as those gas prices went through the $4 roof, the Durango — once one of the top-selling truck-based SUVs — had no place to go but down, and that the car lineup was — to be kind — uninspired.

One could argue that the brand began trying to exhume its car credibility in late 2007 when, under then-owner N.Y.-based private equity firm Cerberus, Dodge started taking orders for the third-generation Challenger — a nameplate that had not seen daylight since the Mitsubishi-built, econo-boxy, second-generation vehicle was euthanized in 1983. The third-gen Challenger represents an effort by Dodge to get back to “Dodgeness” by offering up a modern take on the classic car.

But the new Challenger, which will now include a version with the famous Hemi engine, is a low-volume muscle car, a halo for the brand. Trouble is, halo vehicles are only halos if other cars in the lineup have the chutzpah to wear them. Ralph Gilles, appointed head of all things Dodge last year when Fiat bought the Chrysler group, promises that such is the case. He says the entire lineup — including the Town and Country minivan — is about to get the kind of street cred that Challenger epitomizes.

Gilles, one of those rare marketing executives who started out as a vehicle designer, was behind the Chrysler 300, introduced when Daimler controlled the company. He became Dodge CEO when Fiat grabbed the Chrysler LLC grille last year. Gilles says, in so many words, that now that Ram has been spun off as its own truck brand, the goal is to make Dodge represent for the street what Jeep represents for the trail.

To achieve that the brand is prepping six new or redesigned cars and a lineup of “lifestyle packages” as well as new ads, events and sponsorships and direct-marketing efforts aimed at Dodge fans — all to imbue all of the Dodge vehicles with a performance-driving feel and image.

“We’ve spent the last year redefining and building the Dodge brand,” said Gilles, whom the company calls “president and CEO” of the Dodge brand. “Now we’re going to show customers what the future of Dodge will look like.”

The lineup includes a new Durango that has three rows of seats, a new version of the Charger, Avenger and Challenger, and new versions of the Journey crossover and Grand Caravan minivan, which Dodge says gets the “driving dynamics of a performance sedan and a little bit of attitude” with new suspension and a V6 motor.

The division is also renewing its relationship with Rock ‘n’ Roll Marathon Series, NASCAR Sprint Cup and Nationwide Series, and Viper Cup racing series, where Dodge will have ride and drive events featuring the halo vehicles: Charger, Challengers and limited-edition factory-modified products wearing the SRT badge.

Gilles said that Dodge is also expanding its lineup of Dodge-licensed merchandise, a venture that has been handled for years by Los Angeles-based BrandSense.

“When I got this job, I went to our Web site to find some Dodge gear, but what I found didn’t really speak to where the brand is going,” he said. “So our merchandising manager and our design staff took a stab and really came up with an overall theme that both speaks to the Dodge brand and is something we’d be proud to wear, and it’s really taking off.”

The brand is also using social media to try to bring in prospects who are probably not shopping Dodge, namely 20- and 30-something consumers. Gilles said the company started going social this year and launched a new enthusiast Web site, RedLetterDodge.com.

“It was like watching the floodgates open. In just a few months, we surpassed more than 120,000 friends on our Dodge Facebook site alone. We see a huge opportunity to continue the conversation we’re having with our fans.”

Older Posts »