You Are in Charge of Dodge, What Would You Do?

If there's a market for performance, enter it: but enter with a well handling, economic model first, then blow the competition out of the water with the upper trim levels.
As I see it: compact sedan and crossover, new full-size sedan, grand touring coupe, a small sports car, and a mid-size and full-size SUV (again, sharing directly what I said from my Chrysler response, all unibody. No BOF vehicles outside of Jeep, Ram, Fiat, and Peugeot in my eyes).
I already have my trim levels laid out too:
Base models are Rallye across the board.
Transverse drivetrain/FWD vehicles then go GT, GLH, and GLHS if it can be done.
Longitudinal drivetrain/RWD vehicles then go R/T and SRT.
If the market dictates it:
Track focused cars can get ACR (hey, Dodge did 150hp Neon's as ACR's, so it's not limited to the Viper) or T/A trim levels.
Straight line cars can just get ADR (I always thought the 'American Drag Racer' idea was pretty awesome, and just as good of a name as just using Demon).

My Dodge Family.

Left to Right: Durango, Caravan, Intrepid, Dynasty, Charger, Neon, Omni.

All available PHEV or Full EV.

Omni- STLA Small
Neon- STLA Medium
Intrepid- STLA Medium
Charger- STLA Large
Dynasty- STLA Frame
Caravan- STLA Frame
Durango- STLA Frame

The FIRST thing I’d do is hire a team of brand and consumer research experts and do the following:

1. Start with a sample representative of the entire US new-vehicle intender population, and conduct qualitative and quantitative research to uncover auto buyers’ deepest needs and motivations
2. Using factor and regression analyses, identify the market’s key drivers of consumer demand
3. Through correspondence analysis, plot each brand’s market positioning on a perceptual map and identify viable white spaces. If no viable white spaces exist, which is highly likely, identify a space where Chrysler and Dodge can operate profitably and thrive
4. Articulate the identified targeted spaces as brand value propositions, and test then thoroughly!

Only after these have been accomplished, I would set to identify which vehicle segments are most conducive to achieving the desired market positioning for each brand, and a styling language that communicates the brand values identified through the steps above.

This is a thorough, deliberate, long and expensive process. But reportedly Carlos Tavares has given each brand enough time and resources to get it done. If genuine, this is a once in a lifetime opportunity. Whether they do or not is up to them.

From where I’m sitting, I get the feeling Chrysler might be doing some of this. The Airflow concept seems to genuinely be trying to explore a viable way forward.

I am less hopeful about Dodge, though. The Charger EV looks very good, but I think Dodge is a bit too stuck in recent successes. And Hornet does not look like the result of a brand that has done much introspection.

I think the concept of the Hornet is the right direction to go. Expand Dodge's "performace" brand to include touring, rallycross, and stock-car style performance alongside their current drag-strip identity. Keep the Durango around, and put the Hurricane 6 under the hood. Make next-gen midsize sedan and SUV complements to the Hornet, and design them the same way, with ICE on the front wheels and electric on the back wheels. Do NOT create large or small sedans, there's barely enough demand for one sedan model anymore. Bring back the top end eyeball melting trim, whether it's called GLH or SRT...personally I prefer GLH but either works. The V10 crowd will hate it, but create an e-Viper: RWD 1000 HP BEV that's mean and nasty and uncomfortable enough to pay repect to the Viper name. All R/T and up models get PowerShot.

Dodge is a performance/lifestyle brand.

Dart is 4 door mid-size car
Challenger is 2 door convertible and coupe
Charger is 2 door and 4 door based off concept styling
Magnum is 4 door wagon based off Charger
Hornet is small suv
Dakota is mid-size suv based on Dart
Durango is large suv
Adventurer is based on Durango but is a Ute
Even though this is about Dodge- Ram Prospector based on Dodge Adventurer and is barebones commercial vehicle

Trim levels would be base, GT, R/T, SRT