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
Well, I’m out.
I signed up ????♂️ maybe I can get a free ride for a while and I can stop daily driving my neon.
You’d be better off sticking with the Neon.
Sponsored in ALL CAPS by Mister Torgue High-Five Flexington.
Dodge already knows the dudes who buy their trucks are ass hats. Why do they need to lean into that to alienate everyone else? Who knows, but it’s corporate cringe at its worst.
It’s also pretty hilarious. Pushing boundaries are we? With what? The dart? Caravan? What does dodge sell anymore???
Ha, looks like Dodge saw Musk’s pseudo-graffiti logo for the Cybertruck and decided to join the cringe-fest; as noted elsewhere on this website about the above-mentioned logo this is likewise giving strong Steve Buscemi’s “how do you do, fellow kids?” vibes https://i.kym-cdn.com/entries/icons/facebook/000/018/666/How_Do_You_Do_Fellow_Kids_meme_banner_image.jpg
This is so on-brand for Dodge. They know their customers and are leaning-in hard.
On the one hand, a long established brand trying to get influencers to do their advertising seems unnecessary. That said, Stellantis and Nissan are probably decent candidates. If you’ll finance everyone and keep rolling underwater loans into underwater loan, the people who buy stuff off of Instagram might be a good demographic to target.
Sadly, Kathryn Minner left us a long time ago. She’s probably the badass template Dodge should be looking for (“Put a Dodge in your garage, honey!”). Jan and Dean even sang a song about her. If they were smart, Dodge would hire Lori Tan Chinn to play the new Minner role, but they’ll probably go with some so-called influencer I’ve never heard of and couldn’t care less about.
KallmeKris?
Dodge watched the power thirst commercials and didn’t realize they were a joke
All Chaps are assless, otherwise they would just be pants.
Seems dodgy.
Your mission if you choose to accept is to infiltrate the Badassadors, get the t-shirt, and wear it to your next colonoscopy. This message will self destruct…
It’s really not a terrible concept and a fun wordplay (Portmanteau-up from the floo’ up!). But any time a mainstream brand steps into the “Ow My Balls” territory, it’s a move in the wrong direction.
For some reason, I have an innate mental record of these companies, from Frank’s Red Hot (I regret that after 30 years, I no longer put that sh*t on anything) to even something as simple as Vital Farm Eggs. It’s just such low-hanging fruit, I can’t do it. Mainstream companies trying too hard to be edgy.
To be fair, it’s not just the low-brow marketing, but also the stupid marketing. GEICO has 10x more bad commercials than good ones.
Tapatio is better on eggs anyway.
Dodge is the drunk uncle of car brands. If anyone can pull off stupid bullshit, it’s them
I briefly owned the most truly Badass vehicle in the entire Dodge lineup: An absolutely beat to Hell 3rd gen Caravan with a 2.4 I4 and a 3A.
Where should I send my resume?
Dodge knows SpikeTV is defunct, right?
They must see it as a void to be filled
Maybe Stellantis is trying to get onto 1,000 Ways to Die?
Can’t get more hick and trailer park than that. Well at least dodge knows it’s fanbase
They got a Ram version of this?
Que the lawsuits and fiscally crushing legal liability for the badassery committed by the new face of Dodge. I can’t wait till Dodge gets its cars confiscated and crushed for participating in side shows. Hopefully no innocents are hurt or killed along the way.
They should really think about who is going to pay for all the tires and lawyers for these dumbassadors.
Tires are easy, the grosser the tires the more badass the car.
The liability I think is a bigger problem. Dodge can’t claim the car was stolen and they are on record as loaning it out for, and I quote: “badassery”.
Good luck explaining to a judge how akshually ” badassery” in this context meant handing out untainted free ice cream at the local orphanage.
Is the truck division looking for “Rambassadors”?
I feel like this one should remove the B and just chalk the whole thing up to Idiocracy. I mean it seems like Elon is even getting in on this current wave of Blue Collar Right Wing demographic shift in what is popular with the masses…..
Too bad Devante “Jizzlebuckz” Lindsey is in prison, because he’d be PERFECT:
https://www.youtube.com/watch?v=_zSv-N2L6aw
They’re looking for someone with a Dodge Attitude, but they only sell those in Mexico 😛
I drove a Challenger as a rental once. This statement is true, and not in a good way.
Hey Badassador in your new Charger Daytona! Do a burnout! Wooooo!!!!
What’s that? Oh… that sucks. So lame.
Perhaps Dodge should hire Mac and his Project Badass?
This is trying harder than that National Guard commercial where the dude slays a poorly CGI’ed dragon. Am I supposed to fight a dude to defend the honor of the Dodge Durango? How am I supposed to make people feel uncomfortable in relation to Dodge? Should I be telling people that climate change will likely cause a mass migration from The Sahel displacing millions during our lifetime, and Dodge wants this to happen, while at dinner parties? Isn’t like making people comfortable your main job as a mass- market car company? Why is patriotism always have to be associated with being anti-social badass or whatever? How about something like “We here at Dodge want to promote the American way, so we’re looking for persons who will uphold and defend their neighbors right to Free Association and to Petitioning the Government of Grievances!”.
Ugh, I remember that commercial.
So cringey!
ALL CHAPS ARE ASSLESS!!! (Sorry, this is a particular peeve of mine.)
This is correct. Assed chaps are called pants.
Leather pants which I don’t think tone down the message.