Dodge’s ‘Attitude Adjustment’ is a real item listed on the Charger’s window sticker.

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      There’s no doubt that the release of the new Dodge Charger has faced challenges. Dodge is trying its best to win over fans without relying solely on a V8 engine for the time being. Yet, despite the absence of a V8, it's clear that the design and marketing teams have risen to the occasion. This revamped classic even features an Attitude Adjustment option—it's hard to believe, but it's actually printed on the car’s window sticker!

      During my time with the gas-powered 2026 Dodge Charger Scat Pack, which experienced three system failures, the design and features stood out as highlights. While photographing the four-door Charger in a parking lot, I was browsing through the menus when I encountered an app named Attitude Adjustment. What was that? Opening the app showcased the clever marketing and branding skills of Stellantis.

      The Attitude Adjustment app in the Dodge Charger serves as the branding for the vehicle's interior ambient lighting controls. While interior ambient lighting isn’t a novel concept, the approach taken by the Dodge Charger team in branding this feature is somewhat cheeky, bordering on cringeworthy, and opinions about it will vary.

      However, Dodge didn’t merely rebrand its ambient lighting system to appeal to its target audience. No, indeed. Attitude-Adjustment Lighting is an actual line item on the car’s window sticker. This feature is part of the test vehicle’s $4,995 Customer Preferred Package 22B, which comes with additional features such as ventilated front seats, heated second-row seats, a 16-inch digital gauge cluster, Performance Pages in the infotainment system, a head-up display, a surround-view camera system, a wireless charging pad, a power rear hatch, a 12.3-inch touchscreen infotainment system, and many more.

      The Attitude Adjustment is far from the first example of Stellantis’ marketing prowess. When Ram reintroduced the Hemi V8 in the Ram 1500, they referred to it as a "Symbol of Protest." They even went further, making "Symbol of Protest" a real badge on the truck's fender, which is also listed on the window sticker. Take the three-row Dodge Durango SRT Hellcat, for instance; it features a little human icon in a racing helmet on the climate control screen, even though it’s a family vehicle. Looking back, the original Challenger Hellcat was supposed to sport a Supercharged badge on the front fenders. A pre-production model I tested had that Supercharged badge, but the Hellcat logo ended up being added just before production began, solidifying its place in automotive history.

      Stellantis and its marketing team deserve credit for their inventive spin on branding aimed at buyers; no other automotive company seems to be as creative.

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