Welcome to Muscleville, Ultimate Land of Dodge Performance Fun

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Dodge marketing campaign transformed a small town in Southern California into a muscle car utopia for a day.

Earlier this week, the Dodge YouTube channel introduced two new videos portraying Muscleville, a town where speeding is ignored, burnouts are celebrated and Main Street is a functional drag strip. These videos are the first of a four-part series that the brand will roll out to promote the Dodge Performance Days sales event, running through the end of March. These first two began running on television this week and the other two commercials will be introduced sometime later this month.

“There’s no better time than Spring to kick off muscle car season,” said Steve Beahm, Head of Passenger Car Brands, Dodge//SRT, Chrysler and FIAT – FCA North America. “And what better way to celebrate our Dodge//SRT enthusiasts than to create a town just for them. In fact, our fans had the opportunity to line up on Main Street to meet the ‘Mayor’ and participate in the production, making them honorary residents of ‘Muscleville,’ a Dodge owner’s paradise.”

Muscleville Wall

Details on Muscleville

Muscleville is actually Taft, California, which on February 15 was transformed into a gearhead’s utopia. Aside from the fact that the streets are lined with modern performance vehicles including the Charger, Challenger and Durango, every aspect of the town focuses on high horsepower fun.

Dodge Muscleville Sign

Street names in Muscleville include Hellcat Way, SRT Street and Charger Lane. The local movie theater is called the Hemiplex and the current movies are “Burning Rubber Man” and “The Scat Pack”, while “Streets of Smoke” is coming soon. Of course, a town like this needs a proper leader, so Dodge chose hardcore collector and proud Mopar fan Bill Goldberg, whose face appears on local billboards in addition to making an appearance in the commercial.

Dodge Muscleville Theater

First Two Commercials

The first commercials featuring Muscleville are “Welcome to Muscleville” (above) and “Fast Lane” (below). In the video above, we get our first look at the imaginary town with Dodge muscle cars doing donuts, burnouts and racing through the middle of the town square as the mayor watches.

Dodge Muscleville Mayor

In the video below, we see more of the Durango SRT, along with more clips of the high octane fun that goes on throughout Muscleville.

As an interesting note, the new Dodge vehicles parked along the streets in the commercials are privately-owned vehicles who got to play residents of Muscleville for the filming. This includes Zakkre Tardiff’s supercharged V6 Charger, so while the commercial states that there is a Hemi V8 under every hood, those folks with Pentastar power are welcome in Muscleville as well.

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A lifetime automotive expert, diehard Dodge fan, and respected auto journalist for over 10 years, Patrick Rall is highly experienced in the automotive world. He has clocked in time as an auto mechanic, longtime drag racer and now auto journalist who contributes to nearly a dozen popular websites dedicated to fellow enthusiasts.

“Before I was old enough to walk, my dad was taking me to various types of racing events, from local drag racing to the Daytona 500,” says Rall. “He owned a repair shop and had a variety of performance cars when I was young, but by the time I was 16, he was ready to build me my first drag car: a 1983 Dodge Mirada that ran low 12s. I spent 10 years traveling around the country, racing with my dad by my side. While we live in different areas of the country, my dad still drag races at 80 years old in the car that he built when I was 16. Meanwhile, I race other vehicles, including my 2017 Dodge Challenger SRT Hellcat and my 1972 Dodge Demon 340.

“Although I went to college for accounting, my time in my dad’s shop growing up allowed me the knowledge to spend time working as a mechanic before getting my accounting degree, at which point I worked in the office of a dealership group,” adds Rall. “While I was working in the accounting world, I continued racing and taking pictures of cars at the track. Over time, I began showing off those pictures online and that led to my writing.

“Ten years ago, I left the accounting world to become a full-time automotive writer and I am living proof that if you love what you do, you will never ‘work’ a day in your life. I love covering the automotive industry and everything involved with the job. I was fortunate to turn my love of the automotive world into a hobby that led to an exciting career, with my past of working as a mechanic and as an accountant in the automotive world provides me with a unique perspective of the industry.

“My experience drag racing for more than 20 years coupled with a newfound interest in road racing over the past decade allows me to push performance cars to their limit, while my role as a horse stable manager gives me vast experience towing and hauling with all of the newest trucks on the market today.

“Being based on Detroit, I never miss the North American International Auto Show, the Woodward Dream Cruise and Roadkill Nights, along with spending plenty of time raising hell on Detroit’s Woodward Avenue with the best muscle car crowd in the world.”

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