Dodge launches its "Badassador" program to recruit bold brand ambassadors passionate about redefining performance and muscle car culture.
Dodge, known for its boundary-pushing muscle cars and bold marketing, has launched a new initiative called the "Badassador" program. The automaker is searching for enthusiastic brand ambassadors who share its passion for performance, innovation, and a rebellious spirit. This fresh approach aims to amplify the Dodge ethos of challenging conventions while celebrating its rich heritage of high-performance vehicles.
The program officially kicked off at the prestigious Barrett-Jackson Scottsdale auction, a hotspot for car enthusiasts and collectors. Dodge's goal is to find individuals who live and breathe the brand's mantra of breaking barriers and embracing the thrill of the drive.
Dodge CEO Matt McAlear emphasized the significance of this unconventional approach, stating, “Dodge is about more than just cars; it’s a lifestyle. We want ambassadors who embody the essence of Dodge—bold, unapologetic, and ready to lead the charge in celebrating the next generation of muscle.”
Selected "Badassadors" will have access to unique perks, including exclusive events, insider opportunities, and the chance to represent Dodge at high-profile gatherings nationwide. These ambassadors will serve as the face of the brand, showcasing the power, innovation, and excitement Dodge is known for while engaging with fellow enthusiasts.
This isn't the first time Dodge has opted for unconventional marketing strategies. In 2022, the company gained attention with its "Chief Donut Maker" campaign, a quirky contest that sought to hire a fan to represent Dodge in a high-energy role. The "Badassador" program takes that concept to the next level, focusing on fostering a community of like-minded individuals who embody Dodge's commitment to pushing boundaries.
As Dodge accelerates into the future, it’s clear the brand is doubling down on its commitment to innovation, performance, and a bold new vision for its community of fans.
