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Motor City meets a new test in the EV transition: Keeping gearheads behind the wheel

  • Detroit automakers will need to consider loyal fans of their iconic muscle cars as they transition to electric vehicles.
  • EVs can go from 0 to 60 mph in jaw-dropping times, but don't offer the same driving dynamics as traditional cars.
  • The transition comes as sales of Detroit's traditional performance cars shrink.

Dodge CEO Tim Kuniskis unveils the Charger Daytona SRT electric muscle car concept on Aug. 17, 2022 in Pontiac, Mich.  Michael Wayland / CNBC

PONTIAC, Mich. – At an event featuring headbanging '80s music and $2 beers this week, Dodge unveiled a concept for its first electric muscle car that included an exhaust system and multi-speed transmission.

The features aren't needed for an electric vehicle − but could be key for winning over die-hard fans of performance vehicles.

"Sound is a critical component," Dodge CEO Tim Kuniskis said. "And the shifting is critical … we went round and round for the longest time. It does not make the car faster … but it's way more engaging and way more fun to drive."

As Detroit's legacy automakers race to work to transition to electric vehicles, they're also trying to win over the long-time auto fans who love the sound of rumbling V-8 engines and the feel of shifting gears that gives them a visceral connection with cars.  

The sales heydays of muscle cars are decades in the past, but the vehicles have become cultural touchstones that create massive awareness for brands and their customers remain loyal ambassadors. That hype can create a halo effect for other models that translates into sales.

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