It's a low-budget, grass-roots effort that will be handled by just two people, Dodge spokespersons Heather Heughens and Scott Vandekerckhove. There's no expensive support team trailing behind. They are on their own.
Two cars will leave the Detroit area Monday, Nov. 15, head south, then turn left when they cross into Ohio.
Stops are planned in Pennsylvania, New York, North Carolina, Georgia, Florida, Alabama, Louisiana, Texas, New Mexico, Arizona, and California. The last stop is set for Dec. 20 in Corona, Calif.
Along the way the two cars will visit Mopar clubs, tuner shops, car shows and dealerships, giving people a preview weeks before the cars arrive in showrooms. Stops are planned in 28 cities, and trip highlights will be posted on Twitter and redletterdodge.com.
I expect thousands of Dodge enthusiasts will be snapping photos, sending copies to friends and wanting to learn every detail about the two cars. The CBs also will be buzzing as the duo pass big rigs on the interstate.
The 2011 Charger has been re-engineered, and the all-new sheet metal draws on styling last seen on the late-1960s Chargers. The car still has a “don't mess with me” attitude.
For the cost of gasoline, motel rooms, food and the two drivers' time, Dodge will be generating millions of bucks in publicity for the Charger R/T and Challenger SRT8 392.
And you can bet that nearly every one of those enthusiasts will be heading to a Dodge dealer when the production cars arrive.