DETROIT – It’s no secret what Dodge is all about these days.
The brand has spent the past eight years redefining itself as a young American muscle purveyor, led by its mighty Hellcats and forward-thinking advertising. Focusing on the high-octane field has supercharged its enthusiast base and garnered an active following from millions of people online.
Now the brand’s CEO, Tim Kuniskis, wants to build a bridge that better connects dealer showrooms to the excitement generated by its irreverent ads, social media outreach and experiential events. The last thing Kuniskis wants is for a fan who was drawn to Dodge’s gearhead character to be greeted at a dealership by an uncommitted salesperson who isn’t in tune with the “Brotherhood of muscular”.
Building this consistency for customers throughout the journey is one of the key elements of the new Power Brokers dealer network. The stores will serve as hubs for performance parts and will have trained specialists in various departments who are muscle car fanatics themselves.
The program’s core philosophy stems from a lesson Kuniskis learned 30 years ago as a young salesperson about how to differentiate themselves from the competition. A manager told Kuniskis he had to sell more than a car; he had to sell the store.
“There are over 40 brands in the mainstream market. There are over 300 nameplates. There’s massive overlap,” Kuniskis said. Automotive News. “So if you don’t have an identity… you’re just going to keep retraining the same people who are part of the brand and who love the brand, and you’re never, ever, ever going to grow, and you’re going to can never change the positioning of the brand.”