Dodge

What Dodge does

Dodge is an American automobile brand founded in 1914 and headquartered in Auburn Hills, Michigan, operating as a marque under FCA US LLC, a subsidiary of Stellantis N.V. The brand produces performance-oriented vehicles spanning gasoline, hybrid, and electric powertrains, with a core portfolio built around the Charger (offered in two-door and four-door configurations) and the three-row Durango SUV. Performance is layered on through named sub-brands and trims including Charger Scat Pack (twin-turbo 550 horsepower), Charger Daytona Scat Pack (all-electric), Durango SRT, and the forthcoming 2027 Super Bee. Underlying technology combines SRT-engineered performance systems with the Direct Connection factory-backed parts catalog and the Uconnect connected services platform.

The business model is anchored by hardware sales of new vehicles distributed through an extensive authorized U.S. dealer network complemented by an online shop and build-and-price configurator. Adjacent revenue streams include Direct Connection performance parts and accessories, official Dodge merchandise, vehicle financing and leasing through Stellantis Financial Services, and subscription-based Uconnect connected services including EV charging routed through the Free2Move partnership. The go-to-motion is direct-to-consumer, supported by content marketing (Dodge Garage, Dodge Muscle) and broad social presence (Instagram, Twitter/X, Facebook, YouTube, TikTok), with a complimentary Radford Racing School driving experience embedded as a post-purchase benefit for qualifying performance buyers.

Dodge serves three primary customer segments: performance vehicle enthusiasts seeking American muscle with 550+ horsepower capability, SUV buyers needing the Durango's family/utility packaging with performance DNA, and a secondary segment of electric vehicle adopters entering through the Charger Daytona lineup. Ownership benefits include warranty-protected customization via Direct Connection and brand-level cultural positioning through the America250 sponsorship, reinforcing Dodge's heritage as an icon of U.S. muscle-car identity while it executes a managed transition toward electrified performance.

Name

Dodge

Legal name

FCA US LLC

Website

https://dodge.com

Company type

Private

Founded year

1914

Operating status

Operating

Short description

Dodge is an American muscle car and SUV brand under Stellantis producing the Charger and Durango lines plus Scat Pack, SRT, and electric Daytona trims. It serves performance enthusiasts and SUV buyers through a U.S. dealer network, expanding into EVs, branded merchandise, and factory-backed performance parts.

Ownership category

akta.pro rank

Product category

Performance Automobiles and SUVs

SIC

Motor Vehicles & Passenger Car Bodies (3711)

akta.pro primary industry

Passenger Vehicle Transmission & Drivetrain Systems Manufacturing (ICE) (IMACAAAG)

akta.pro secondary industry

Hybrid Powertrain Integration Manufacturing (ICE-HEV/PHEV modules) (IMACAHAJ)

Keywords

• Muscle cars
• Performance SUVs
• Automotive manufacturing
• Performance parts
• Electric performance vehicles

Headquarters

HQ city

Auburn Hills

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Vehicle Sales: Primary revenue from selling new Dodge muscle cars (Charger 2-door, 4-door) and SUVs (Durango) to individual consumers through dealer network.
2. Performance Parts (Direct Connection): Direct Connection sells factory-backed performance parts and upgrades, enabling customers to customize their vehicles while maintaining warranty coverage.
3. Financing Services: Vehicle financing through Stellantis Financial Services, offering loans and lease options for purchases.
4. Merchandise: Official Dodge merchandise including Charger Scat Pack merch and high-velocity collections sold through the Dodge Merch Store.
5. Connected Services: Subscription-based connected services including remote vehicle access, home charging, and on-the-go charging solutions.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Dodge designs, manufactures, and sells American performance muscle cars and SUVs, including the Charger (in 2-door and 4-door configurations) and the Durango, across gasoline, hybrid, and electric powertrains. The brand also retails factory-backed Direct Connection performance parts validated by SRT Engineering, offers exclusive Radford Racing School driving experiences to new owners, and operates an official merchandise storefront. Sales and service are delivered through an extensive U.S. dealer network and digital platforms.

Product overview

Dodge is an American muscle car and SUV brand offering a portfolio of high-performance vehicles. The core lineup consists of the Charger (available in 2-door and 4-door configurations) and the Durango SUV, with various performance trims including Scat Pack, SRT, and the new all-electric Daytona variants. The brand also offers Direct Connection performance parts for customization, exclusive driving experiences through Radford Racing School, and official merchandise. Dodge provides multiple shopping tools including online ordering, build & price configurator, dealer locator, and various financing and insurance services through its parent company Stellantis.

Differentiator

Problem solved

Functional benefit

Products and services

• Charger 2-Door Two-door muscle car offering bold styling and high-performance powertrains, including all-electric variants, for individual consumers seeking a classic American performance coupe.
• Charger 4-Door Four-door muscle car providing four-door practicality with aggressive performance and design, available in gas and electric configurations for buyers wanting sportier daily usability.
• Durango Full-size SUV combining muscle car-inspired styling with three-row seating and towing capability, including high-performance SRT variants, for families and utility-focused buyers.
• Super Bee High-performance rear-wheel-drive muscle car sub-brand representing Dodge's most powerful offerings, designed for enthusiasts seeking maximum track performance.
• Charger Scat Pack High-performance variant of the Charger featuring a twin-turbocharged V8 producing 550 horsepower, representing the pinnacle of Dodge's gas-powered muscle car performance.
• Charger Daytona Scat Pack Electric performance variant of the Charger combining classic muscle car styling with instant electric torque and high-output acceleration.
• Durango SRT High-performance SUV variant featuring track-ready performance, advanced suspension systems, and powerful V8 engines in a three-row package for buyers wanting an SUV with SRT-level performance.
• Direct Connection Performance Parts Factory-backed performance parts catalog developed and validated by SRT Engineering, enabling Dodge owners to upgrade and customize their vehicles without voiding the factory warranty.
• Radford Racing School Experience One-day high-performance driving experience at Radford Racing School, included standard for new owners of Durango SRT, Charger Scat Pack, and Charger Daytona Scat Pack, and available to any Dodge vehicle buyer.
• Dodge Merchandise Official Dodge branded merchandise including apparel, accessories, and collectibles, including Charger Scat Pack and other high-velocity collections, sold through the Dodge Merch Store.

Quantifiable outcome

• Charger Scat Pack Twin-Turbo delivers 550 horsepower

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered major, core and minor.

• America250majorStrategic or Co-development PartnerDodge Brand is a proud sponsor of America250, the official organization commemorating the 250th anniversary of American independence. The partnership includes special edition vehicles and branding on the Durango GT America 250 model. This sponsorship demonstrates Dodge's commitment to American heritage and values.
• Radford Racing SchoolcoreStrategic or Co-development PartnerRadford Racing School provides one-day, high-performance driving experiences for new owners of Durango SRT, Charger Scat Pack, and Charger Daytona Scat Pack vehicles. This driving experience comes standard for qualifying new owners and is also available for purchase by anyone building a Dodge vehicle, creating an exclusive ownership benefit.
• Direct Connection / SRT EngineeringcoreTechnology or IntegrationDirect Connection is the exclusive source of performance parts designed, developed, and validated by SRT Engineering. These factory-backed parts enable customers to upgrade and customize their vehicles without voiding their warranty, providing a competitive advantage through proprietary performance technology.
• Free2MoveminorChannel Partner/ Reseller/ DistributorFree2Move provides mobility and rental services for Dodge owners, including Charge-Home (home charging solutions), Charge-Go (public charging services), and rental/mobility programs. This partnership addresses the needs of electric vehicle owners and provides alternatives to traditional vehicle ownership.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ford Mustang: Ford's Mustang is the most direct American muscle car competitor to the Dodge Charger, offering V8-powered performance coupes with overlapping enthusiast buyer pools and similar brand heritage dynamics.
• Chevrolet Camaro: Chevrolet's Camaro historically competes head-to-head with the Dodge Charger in the American muscle car segment, targeting the same performance-oriented buyers with V8 powertrains and rear-wheel-drive layouts.
• Shelby American: Shelby American produces high-performance variants of Ford vehicles that compete directly with Dodge's SRT and Scat Pack trims for the most hardcore American muscle enthusiasts.

Broad incumbents

• Ford (F-150 / Mustang Mach-E): Ford is the broad incumbent competing with Stellantis (Dodge's parent) across multiple segments including SUVs (Explorer), trucks (F-150), and EVs (Mach-E), giving it overlapping customer pools and broader product depth.
• Tesla: Tesla competes with Dodge's electrification push via Model S Plaid and Model X Plaid, which target the same high-performance EV buyer and increasingly encroach on Dodge's performance positioning as the lineup electrifies.
• BMW M: BMW M is the broad incumbent performance sub-brand offering high-horsepower sedans, coupes, and SUVs that compete with Dodge's SRT/Scat Pack variants for premium performance buyers.
• Mercedes-AMG: Mercedes-AMG competes in the high-performance premium segment with high-horsepower variants across sedans, coupes, and SUVs, overlapping Dodge SRT buyer demographics at higher price points.
• Audi Sport / RS: Audi's RS performance lineup competes for premium performance SUV and sedan buyers, particularly against Dodge's high-output variants in the upper price band of the performance market.

Emerging players

• Rivian: Rivian is an emerging EV player whose R1S SUV competes with the Dodge Durango, particularly in the electric SUV segment Dodge is targeting with its electrification roadmap.
• Lucid Motors: Lucid is an emerging EV luxury performance brand whose high-horsepower sedans and SUVs compete for the premium electric performance buyer Dodge is courting with its Charger Daytona lineup.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/dodge
• YouTubeyoutube.com/dodge
• Facebookfacebook.com/dodge
• Instagraminstagram.com/dodgeofficial
• TikToktiktok.com/@dodge

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dodge