Jeep at King of the Hammers; Dodge Debuts Charger Scat Pack; Stellantis Restructures

Introduction: Jeep brings off‑road capability into the spotlight at King of the Hammers

Rugged Showcase: Jeep, Mopar and Currie team up for 20th Anniversary

Jeep is staging a focused marketing and retail push at the 20th Anniversary King of the Hammers in Johnson Valley, California, using the event to underline vehicle capability in extreme terrain. The brand is hosting a daily Jeep Experience at The Forty from 2 to 8 p.m. PST and is fielding professional off‑road racer Casey Currie, who is driving his Trophy Jeep in the marquee Race of Kings on Feb. 7. King of the Hammers, a one‑day event that combines rock crawling and wide desert runs, provides Jeep a high‑visibility platform to showcase durability and engineering under severe conditions.

The collaboration frames racing performance as a proxy for production vehicle capability, with Jeep sponsoring Currie and the Trophy Jeep to demonstrate parts and accessories in action. Jeep CEO Bob Broderdorf characterizes the race as demanding strength, durability and precision that aligns with Jeep engineering, and event activations are designed to make that link tangible for consumers. Onsite demonstrations, product displays and meet‑and‑greet sessions with Currie aim to translate spectacle into hands‑on engagement, highlighting how Mopar accessories and engineered upgrades perform in the field.

A commercial dimension to the partnership expands retail access to specialist off‑road equipment. Currie announces that his family business, Currie Enterprises, is joining the Mopar Affiliated Accessories program, which makes Currie off‑road parts available through Jeep and Ram dealerships. The arrangement broadens consumer access to performance products while offering dealers installation, warranty and post‑sale support pathways. Jeep, Mopar and Currie use the Race of Kings platform and the Jeep Experience to both entertain fans and educate potential buyers about fitment, service support and the dealer network’s role in aftermarket performance upgrades.

Dodge launches new Charger Scat Pack campaign

Dodge unveils “Misfits,” a national campaign for the next‑generation 2026 Charger Scat Pack that highlights the SIXPACK 3.0L twin‑turbo engine producing 550 hp and a 0–60 mph time of 3.9 seconds. The 60‑second social spot and a 30‑second broadcast version—timed around March media windows including NASCAR and March Madness—position the Charger family as performance‑forward with standard all‑wheel drive and multi‑energy powertrain options, while pricing for the SIXPACK‑powered Scat Pack starts at $54,995.

Stellantis advances electrification while restructuring operations

Stellantis is undertaking a broad product and production overhaul to accelerate electrification and hybridisation, recording charges that reflect factory changes, supply‑chain shifts and inventory rebalancing. Management signals a strategic reset to align product portfolios with customer needs, suspend the 2026 dividend and pursue financing measures while promising fuller disclosure of restructuring schedules and expected benefits in coming months.