Iconic television host and comedian Jay Leno and Dodge Brand CEO Tim Kuniskis teamed up today to announce a new line of co-branded car care products from Direct Connection, the Dodge brand’s performance products line, and Jay Leno’s Garage.
The new initiative will feature more than 20 premium car detailing and car wash products under the Direct Connection/Jay Leno’s Garage banner, including Direct Connection quick detailer, Direct Connection interior detailer, Direct Connection all-purpose cleaner and many more products. A branded Direct Connection detailing bucket will also be sold with a starter kit selection of car care items.
Leno and Kuniskis announced the new partnership at Vinsetta Garage in Berkley, Michigan, during the annual Woodward Cruise event, which draws tens of thousands of enthusiasts each year to cruise along metro Detroit’s historic Woodward Avenue. The duo will drive Woodward in new 2023 Dodge Challenger SRT® Demon 170 “Last Call” special-edition vehicles following the press conference announcement and make a stop at the official Dodge brand Woodward Cruise display to personally hand out free samples of the product line.
“When it comes to really caring about and maintaining the most amazing vehicles in the world, there’s really no one better to team up with than Jay Leno,” said Tim Kuniskis, Dodge brand chief executive officer – Stellantis. “Jay’s a member of the Brotherhood of Muscle, and we couldn’t be more excited to join together our Direct Connection brand with Jay Leno’s Garage in order to introduce a premium new line of co-branded car care products for enthusiasts.”
Jay Leno’s Garage was also announced earlier this spring as the trusted source for premium car care products delivered with the new, 1,025-horsepower Dodge Challenger SRT Demon 170. Leno was also part of the Las Vegas reveal of the Challenger SRT Demon 170 back in March and was surprised by Kuniskis and the Dodge brand with the presentation of his own personal Demon 170 during today’s press conference. The presentation represented the first customer delivery of the Challenger SRT Demon 170, the fastest, quickest, most powerful factory muscle car in the world.
“When you think of legendary American automobiles, Dodge instantly comes to mind. And now, with a little help from Jay Leno’s Garage car care, we’re ensuring these beauties don’t just run great, they look great too,” said Jay Leno. “You know, in my years around cars, it’s all about authenticity and the passion behind it. Dodge’s new Direct Connection website is a game-changer! For every Dodge owner out there, it’s THE place to snag those OEM-certified parts and supplies to ramp up your ride with genuine performance upgrades. If you’re looking to give your Dodge the royal treatment it deserves, look no further. And hey, while you’re sprucing up the performance, don’t forget to make it shine with a little help from Jay Leno’s Garage car care!”
The Dodge Direct Connection performance parts portfolio, launched in March 2022 under the two-year Dodge Never Lift slate of initiatives, continues to grow with the roll out of the new line of more than 20 co-branded car care products. The Direct Connection detailing bucket starter kit, delivered in a 3.5-gallon Direct Connection bucket, will include:
- Direct Connection Quick Detailer
- Direct Connection Ceramic Wash Shampoo
- Direct Connection High Gloss Tire Shine
- Direct Connection All-purpose Cleaner
- Direct Connection Color-changing Wheel Cleaner
- Direct Connection Interior Detailer
- Direct Connection Chenille Wash Mitt (pack)
- Direct Connection Twist Weave Drying Towel (pack)
- Microfiber Dressing Applicator Pad
The new car care products will be offered exclusively at DCPerformance.com, the online headquarters of the Direct Connection brand. Pricing, ordering and product information for the full product line will be available in the fourth quarter of 2023 at DCPerformance.com.