Dodge is preparing to launch the new Charger in Europe, and you almost have to admire the determination. Stellantis reportedly went through the trouble of engineering the American muscle car for right-hand-drive markets, despite the uncomfortable reality that Europe may be one of the worst places on Earth to sell a five-metre-long, two-metre-wide Dodge Charger.
The electric Charger Daytona has already struggled to find buyers in North America, with some dealers reportedly offering discounts of more than $25,000 to move inventory. Yet somehow the plan is now to send this rolling tribute to burnouts, drag strips and oversized soft drinks into a continent famous for narrow streets, compact parking spaces and diesel hatchbacks.
If that sounds ambitious, Dodge may have stumbled onto a more profitable export: cologne.
Just in time for Father’s Day, Dodge has unveiled Charger Fragrance, a scent described as delivering “raw masculinity” with notes of bergamot, black pepper, cedarwood and amber. Remarkably, it contains no gasoline, tire smoke or traces of supercharged V8.
At $33.93 CAD per bottle, Dodge may discover that stylish European gentlemen are more interested in smelling like a Charger than actually parking one. In fact, the fragrance might become the brand’s biggest success overseas. After all, a bottle of cologne fits comfortably on a bathroom shelf, requires no charging station, and won’t get stuck trying to navigate a medieval Italian alleyway.
The irony is delicious: after decades of selling horsepower, Dodge could end up making more money in Europe selling eau de muscle car.
But does it smell good?!
Like gasoline and masculine confidence.
Oooooh yum 😋