Dodge Direct Partners with Jay Leno In New Line of Premium Car Care Products

Dodge Brand CEO Tim Kuniskis surprises Jay Leno with the keys to the iconic comedian’s 1,025 horsepower 2023 Dodge Challenger SRT Demon 170 during a press conference to announce a new line of co-branded car care products from Direct Connection and Jay Leno’s Garage on August 19, 2023. The surprise presentation represented the first customer delivery of the Dodge Challenger SRT Demon 170, the fastest, quickest, most powerful factory muscle car in the world.

Television icon and comedian Jay Leno is probably one of pop culture’s most passionate car enthusiasts. With a collection estimated to be worth $52 million that consists of approximately 180 cars and 160 motorcycles, he prefers to maintain everything himself rather than pass the task off to someone else. That means that he, much like any gearhead, values quality in the preservation and care of his cars. Despite getting sent to the hospital after burning his hands and face during a maintenance incident, Leno’s passion for cars remained unaffected.

It is because of that kind of love and enthusiasm for auto car why Stellantis announced that Dodge’s Direct Connection has forged a partnership with the comedian in a new line of performance products.

A Partnership Made In Steel

This partnership seems to be a very appropriate endorsement under Jay Leno’s name, as the comedian is about as passionate about the automotive industry as anyone at your local Cars & Coffee meetups. And if he is going to attach his name to a product line, if can be safe to assume that it is going to be top-of-the-line.

This new initiative will include over 20 premium car detailing and car wash products, including Direct Connection quick detailer, Direct Connection interior detailer, Direct Connection all-purpose cleaner, and more exclusively at

“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,” says Tim Kuniskis, Dodge brand CEO. “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 Bond with the Brotherhood of Muscle

“You know, in my years around cars, it’s all about authenticity and the passion behind it,” Jay Leno said at the partnership’s announcement in Berkley, Michigan during the annual Woodward Cruise. “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.”

Leno has had a longstanding relationship with Dodge, as he took part in the dramatic reveal of the brand’s final “Last Call” model, the Challenger SRT Demon 170 in Las Vegas, NV. But what he was not expecting was during their announcement of the product line, a surprise reveal of his very own Demon 170 by Kuniskis. This presentation marked Dodge’s first customer delivery of the Challenger SRT Demon 170, the fastest, most powerful factory-made muscle car ever.

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