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Dodge’s Unabashed Ferocity Lives on With Performance Made Us Do It

Updated: Jan 18, 2023

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Little more than a year ago at Stellantis EV Day Dodge posed the question, “Why on earth would Dodge–the last bastion of hell raising muscle cars–go electric?” Dodge turned to upstart Sheet Metal Arts who answered with an evocative video titled, Performance Made Us Do It. That commercial teased the all-electric muscle car concept that was still in the early stages of the car’s design process.

With great anticipation at the brand’s first-ever Speed Week this August Dodge revealed the all-new electrified 2023 Dodge Hornet and the all-electric Charger Daytona concept vehicle with three more high octane films that boldly establishes Dodge’s place in the EV race to market. With a nod to Dodge’s 122-year history of technical innovation Sheet Metal Arts delivered a follow-up film acknowledging Dodge’s leadership in muscle cars over the decades. Super Bees, Chargers, Challengers and SRT Hellcats all led to the pinnacle of performance embodied in the Charger Daytona BEV (Battery Electric Vehicle).

“Irreverence Made Us, Customization Made Us, Motor City made us…and American ingenuity will make us all over again.”

Sheet Metal Arts, a 2-year-old studio agency, has quietly been in service of the Dodge brand. “We established Sheet Metal Arts with an unrelenting devotion to the future of mobility. “Dodge has been an awesome proving ground for our studio agency,” said agency founder and Chief Creative Officer Mark Wenneker.

There is nothing quiet about the second film called Guilty as Charged. The voiceover says, “But we still have our rights. The right to be irrational. The right to break form. So go ahead and sentence us to life without reason,” remains true to Dodge's revered performance credentials that the Brotherhood of Muscle has come to expect.

Wrapping up the reveal happenings, Dodge unveiled yet another video produced by Sheet Metal Arts themed, Trouble’s Brewin’–a raucous ride into the future of Dodge’s All American muscle line-up coming to market in the near future.


Sheet Metal Arts is a purpose-built brand studio that believes Art Shapes Opinion. Founded in Culver City, California in 2020, the company signals an upstream creative proposition for mobility marketers. SMA was built upon autonomous creative expertise to help clients maneuver in the modern climate. We are a next-gen agency for the evolved marketer that utilizes a scalable, cloud-based production model and employs an agile, iterative process that welcomes brand team collaboration. SMA most recently completed work for the Dodge Charger Daytona SRT Banshee EV launch in addition to Ram Commercial Trucks and the Ram (RED) Special Edition. Counting some of the world’s leading mobility players among our esteemed clients, Sheet Metal Arts is poised to be the partner of the

present for the brands of the future.


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