Hot cars and music have always played well together. So when we partnered with Chrysler to introduce the 2011 Dodge lineup to the youthful Hispanic market, we knew the Dodge Never Neutral Latin Music Tour couldn’t miss. The tour celebrated Latin culture, music and art with a series of 12 events across the southwestern states. Top deejays from each area spun Latin rhythms over a concert-quality sound system. While local artists took part in the “Dodge Artistry Challenge”, using the new Charger as their inspiration… and their canvas! Best of all, Dodge added some impressive numbers to its fan base, capturing more than 3,000 qualified leads by time the tour ended. The only downside was the music had to end too.