Dodge Is Searching For ‘Badassadors’ And… Wait, What?

There might be a gas leak at Dodge HQ in Sterling Heights, Michigan. That’s the only conclusion I can reach after reading the company’s latest press release, announcing the “Dodge Badassador Program.” No, I didn’t make that up, and yes, it does sound like it could just as easily be an outreach program for people with frequent hemorrhoids as anything else.

It’s not a joke. This is a very legitimate press release about Dodge’s search for new Badassadors. “What the hell is that?” would be your perfectly reasonable response. According to the automaker, a Badassador is “a brand ambassador with a Dodge attitude.” Ok, sure, if you put it that way. This is in line with historical precedent, like Plymouth’s Envoyagers or Subaru’s ill-fated DiploBRATS.

This feels like a very post-Carlos Tavares change and part of the company’s new mission to make its American brand more American and less French. You could imagine that under Tavares the program would have been called Chargérs d’affaires.

It makes sense that Dodge is looking for badass people to represent its muscly, tire-smokin’ ethos. Regardless, I think if I called someone a “Badassador” in a bar, there’s a fair chance they’d try and punch me in the face. This is what Dodge is going with, though, so let’s explore what being a Badassador is all about.

The role of Dodge Badassadors… I’m sorry? It sounds like the name of the best cowboy stripper in Vegas, not someone hired to represent a car company. Anyway, the Badassadors will be popping up around the country, talking to people about Dodge in person and online. Assless chaps would be a fitting uniform, but they’ll presumably be keeping their clothes on while they represent Dodge at drag races, vehicle launches, auto shows, and the like.

Kid you not, though, this thing goes all the way to the top. Dodge CEO Matt McAlear is fully aware of this effort. “If Dodge isn’t pushing boundaries, if Dodge isn’t making people uncomfortable, we wouldn’t be Dodge, and those are the kind of ambassadors the brand is looking for: Enthusiasts who disrupt, who will stand out and shine a light on the next generation of Dodge muscle,” said McAlear.

Mission Accomplished! You have definitely played on my typically reserved, and easily offended Australian sensibilities.

Being a Badassador comes with some perks, according to Dodge. You’ll get a Badassador Card, which gets you into various Dodge events. You’ll also get exclusive access to Dodge vehicles so you can make content, and Dodge also says you’ll get VIP experiences at events like vehicle launches and the like. Some Badassadors may even get to travel across the country to various shows. You’ll also score some Dodge swag, meet Dodge people, and appear on the company’s social media channels.

You’ll apparently “experience” all the best vehicles brand has to offer. Dodge specifically calls out the Charger Daytona R/T, the Durango SRT Hellcat, and the Dodge Hornet R/T with PowerShot. Yes, they mentioned the Hornet. Bet they’ll be lining up ’round the block for that one.

One thing Dodge didn’t mention? Money. There’s no word as to whether you actually get paid to be a Badassador. However, Dodge does note that you’ll “earn the opportunity to have your content shaerd on official Dodge platforms,” and that you can “advance your influencer status and experience.” To me, that sounds like the pay is somewhere around zero.

If you’re interested, Dodge has said they’re looking for “some next-level badassery here,” so you’ll want to bring the noise to the interview if you get one. They’re not necessarily aiming to work with existing personalities, either—instead, they’re hunting for passionate people who are enthusiastic about the brand.

Dodge hopes to recruit from a wide range of demographics—its words, not ours—though you have to be over 18 and a legal resident of the US to apply. If this all sounds like a fun adventure, you can head over to Dodge’s website and apply to be a card-carrying Badassador. Just be sure to write me back about the experience.

Joking aside, if Dodge starts building more vehicles that, uh, live up to the name they can call them the Plenumpotentiaries and we’ll be here for it.

Image credits: Dodge, Dodgegarage.com via screenshot