Dodge Notes the “Last Call” with Power—and Paint

Dodge has started the project of transitioning its internal combustion muscle into a time when electricity takes the place of a HEMI. Part of this is the retirement of two iconic models, the Dodge Charger and Challenger models.

But they’re not going to be going quietly. And part of that has a lot to do with paint.

As Tim Kuniskis, Dodge brand CEO, puts it of what’s happening, “We are celebrating the end of an era—and the start of a bright new electrified future — by staying true to our brand.

“At Dodge, we never lift, and the brand will mark the last of our iconic Charger and Challenger nameplates in their current form in the same way that got us here, with a passion both for our products and our enthusiasts that drives us to create as much uniqueness in the muscle car community and marketplace as possible.”

Dodge is rolling out seven heritage-influenced models for model year 2023 as part of what it is calling its “Last Call” program.

About the Paint

One of the things that Dodge has not been shy about over the years is painting its cars with colors that call attention to themselves — probably thought of by the Brotherhood and Sisterhood of Muscle as putting those driving Camaros and Mustangs on notice.

For these final 2023 models there will be 14 exterior paint colors available.

Three of those colors are classics from the performance past of the Charger and the Challenger.

The paint booths at the Brampton Assembly Plant in Ontario (there is a brushed aluminum plaque affixed to the undersides of the hoods of the ‘23s that is headed “Last Call,” includes a silhouette of the car and its name and states: “Designed in Auburn Hills” and “Assembled in Brampton”) will be provided with the legendary colors:

• B5 Blue
• Plum Crazy purple
• Sublime Green

They are also bringing back a retired-but-modern color, Destroyer Grey.

So How Come?

What is the thinking behind making such a move? Why are these colors being brought back as the cars go out in what will arguably be a blaze of glory?

To find out, we asked La Shirl Turner, Head of Advanced Color and Materials, Stellantis, the woman who, along with her team, develop all of the colors that are used for Dodge (and Chrysler, Jeep and Ram) vehicles.

Turner explains: “High impact colors such as Plum Crazy, B5 Blue and Sublime Green hold a beloved place in the Dodge brand’s iconic history because they showcase the passion and the enthusiasm of our customers. These colors are meant to stand out and turn heads as you see them on the road and not many vehicles can pull off these colors like the Dodge Challenger and Charger.”

And not many brands have the guts to not only bring back paint colors but to use those colors in the first place.