Honoring the Past, Driving the Future

Overview

When Dodge moved away from the HEMI V8 era, the new Charger lost some of its emotional pull, especially with the Black consumers who helped make Charger and Challenger cultural icons. Black buyers made up 17.2% of Dodge sales in 2021, but only 10.5% by 2025.

Stellantis challenged MBA teams to build a 12–24 month strategy that would increase Charger consideration, strengthen brand affinity among Black consumers and drive sustainable sales growth. Our Georgia State team answered with OMNIGEN, a platform built to drive growth across generations of Dodge drivers.

The Challenge

How can Dodge turn HEMI loyalty and cultural relevance into profitable SIXPACK adoption, without losing today's enthusiasts or tomorrow's buyers?

Our research found three problems compounding into one decline:

• Product execution: the gas and electric Chargers look nearly identical, so the new SIXPACK engine's strengths aren't visible.
• Product acceptance: for HEMI loyalists, losing the V8 sound and identity felt like a downgrade, so some held onto or bought used HEMIs instead.
• Cultural disconnect: Dodge's falling share among Black consumers signaled weakening relevance with the community that shaped Charger culture.

My Role

As Presentation Design Lead, I turned the team's research, strategy and financial model into a 34-slide competition deck that judges could follow at a glance.

• Built a racing-inspired visual system, with bold red and black, checkered-flag accents and motion lines, that echoed Dodge's performance identity.
• Framed the story around "Kai," an HBCU alumnus and HEMI loyalist, so every recommendation answered one question: would Kai buy the new Charger?
• Designed a progress tracker (Challenge → OmniGen → Platform → Execution → Impact) so the audience always knew where they were in the pitch.

The Strategy

OMNIGEN connects Dodge's past, present and future through three initiatives, piloted for 24 months in Atlanta, Charlotte and Huntsville.

The Work