US: Dodge hits sweet spot with Roadkill Nights drag car fest image

Thousands of automotive enthusiasts and Dodge fans gathered on the the grounds surrounding the Pontiac Silverdome on Wednesday – part of the Woodward Dream Cruise celebrations.

There, Dodge flexed its marketing muscles and delivered a rare opportunity to amateurs to drag race their own cars in a controlled environment, embark on thrill rides in performance vehicles driven by professionals or simply enjoy the festive car-centered event delivered by Fiat Chrysler’s performance oriented brand. Called Roadkill Nights, the event was an integral part of the four days of Dodge activities and celebrations, held for the first time during the Woodward Dream Cruise. People said such activities should be happening all around North America and it’s akin to the Super Bowl for race car enthusiasts. The audience watched the drag-racing strip being filled with people racing anything from diesel pickups to Japanese sports cars and the slots for the amateurs to drag race their prized possessions were filled instantly – with more than 7,000 registrations.

Dodge took the opportunity to showcase to a wide audience – made up of anyone from young families to baby boomers – how it can hold an image of rebellious, performance brand that has cars appealing to almost anyone. “This is the golden age of performance vehicles, and it’s here right now, and you are seeing it with the number of people here today,” commented Tim Kuniskis, CEO of the Dodge brand. The best draggers also had the opportunity to win a 707-hp Hellcat engine, complete with transmission.