Dodge, the muscle car brand from Stellantis, is planning to host its very own “Speed Week” on legendary Woodward Avenue in suburban Detroit in August.

“There’s no better place to unveil a new performance direction for the Dodge brand than right on Woodward Avenue in metro Detroit, with tens of thousands of our closest fans and friends,” said Tim Kuniskis, Dodge brand Chief Executive Officer — Stellantis, who said the events will begin at the M1 Concourse in Pontiac at the north end of Woodward. 

“All I can say is the future of our brand will be on display during Dodge Speed Week, and we’re throwing open our garage doors so our fans can get a peek for themselves. It’s going to be an electric summer for Dodge,” he said.

Among the highlights of Dodge Speed Week will be three days of worldwide Dodge brand product unveilings which will include debuts of additions to the existing muscle car line as well as future models. The reveals will take place on Aug. 15-17, according to Dodge.

The reveals are part of Dodge’s “Never Lift” business plan, which has been described as a 24-month road map to Dodge’s performance future extending to the eve of 2024 when Dodge will introduce its first pure electric car. 

Performance is key to Dodge image

Every indication is the EV will live up to the brand’s long history of delivering power and performance and go like a bat out of hell, according to Kuniskis. The initiative is called Never Lift in honor of drivers never having to lift their foot off the accelerator while behind the wheel of the Dodge.

“More than gas, more than batteries, what fuels our run to tomorrow is attitude, a belief that we can always push harder, run faster and flat-out over-deliver on behalf of the brand and the Brotherhood of Muscle,” Kuniskis previously said.

The product reveals planned for Speed Week will be preceded on Aug. 12 by the press preview for MotorTrend Presents Roadkill Nights Powered by Dodge at M1 Concourse in Pontiac, Michigan

On Aug. 13, the event returns with legal street drag racing on Woodward Avenue, Dodge fan activities at M1 Concourse, which in the past has drawn thousands of spectators.

More information on MotorTrend Presents Roadkill Nights Powered by Dodge, including details on the event schedule, spectator tickets, car show registration, participant registration for drag racing and an extensive range of packages, will be available early this summer, officials said.Dodge is planning to return to Dream Cruise weekend proper for the first time since 2019, staging a full brand display on Woodward Avenue on Aug. 20.