Home > News & Blogs > Domino's, Roush, and Chevrolet Team Up with MotorVero to Launch the DXP Pizza Delivery Car
Domino's, Roush, and Chevrolet Team Up with MotorVero to Launch the DXP Pizza Delivery Car
Domino's DXP: The Pizza Delivery Vehicle Revolution
How a modified Chevy Spark became the ultimate food delivery machine
In the competitive world of food delivery, Domino's Pizza has upped the ante with its purpose-built DXP (Delivery Expert) vehicle - a Chevrolet Spark transformed into the ultimate pizza delivery machine. This innovative approach to last-mile logistics represents a significant investment in delivery technology and brand identity.
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From Concept to Reality: The DXP Development Story
The Domino's DXP represents nearly four years of collaboration between the pizza chain and automotive engineering specialists. What began as an online design competition attracting thousands of submissions from amateur and professional designers alike culminated in selecting the Chevrolet Spark as the ideal platform for this specialized delivery vehicle.
Domino's partnered with two automotive innovators to bring the DXP to life:
- Local Motors - Known for crowd-sourced vehicle designs like the Rally Fighter, they contributed to the DXP's conceptual development
- Roush Enterprises - The engineering firm responsible for transforming standard Sparks into fully functional pizza delivery specialists
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Engineering the Ultimate Pizza Delivery Machine
The transformation from stock Chevrolet Spark to Domino's DXP involves an astonishing 176 modifications, creating what is essentially a new vehicle class - the Purpose-Built Delivery Vehicle (PBDV).
Exterior Modifications
- Custom Domino's-branded front grille
- Specialty paint scheme with high-visibility branding
- Illuminated rooftop signage that activates when loaded with pizzas
- Reinforced body structure for frequent door operation
- Enhanced lighting for nighttime delivery visibility
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Interior Innovations
- Removal of all seats except driver's position
- Custom-built plastic tray system holding up to 80 pizzas
- Deleted left rear passenger door
- 140-degree pizza warming oven with exterior access
- Automated oven door activated by key fob
- Domino's logo puddle light for safe nighttime deliveries
- Redesigned HVAC system to maintain food temperature
- Integrated navigation and delivery tracking system
Why the Chevy Spark? Strategic Platform Selection
Domino's evaluated numerous vehicles before selecting the Chevrolet Spark as their delivery platform. Several key factors influenced this decision:
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Safety Considerations
The Spark's 10 standard airbags and five-star safety rating provided crucial protection for delivery drivers who spend hours on the road. Standard roadside assistance offered additional peace of mind for franchise owners.
Operational Efficiency
With its small footprint (142.7 inches long), the Spark navigates urban environments easily while offering surprising interior space. The 1.2L four-cylinder engine delivers adequate power with excellent fuel economy - critical for high-mileage delivery use.
Service Network
Chevrolet's extensive dealer network allows for convenient maintenance and repairs anywhere in the country, minimizing downtime for franchise operators.
Cost Effectiveness
The Spark's affordable base price kept conversion costs reasonable, with final DXP models priced between $20,000-$25,000 depending on order volume.
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The Business Case for Specialized Delivery Vehicles
Domino's investment in custom delivery vehicles represents a strategic move in the competitive food delivery market. The DXP offers several business advantages:
Brand Reinforcement
The highly visible DXP vehicles serve as mobile advertisements, reinforcing brand recognition as they navigate neighborhoods. The distinctive design generates social media buzz and word-of-mouth marketing.
Delivery Performance
With its integrated warming oven and optimized storage, the DXP helps maintain food quality during transit - a crucial factor in customer satisfaction and repeat business.
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Driver Efficiency
The vehicle's specialized design reduces loading/unloading time and minimizes errors in order handling, allowing drivers to complete more deliveries per shift.
Fleet Deployment and Future Plans
The initial production run of 96 DXPs was allocated to high-volume markets across the United States, with international franchises expressing strong interest in the program.
Vehicle Lifecycle Management
Designed for intensive use, each DXP has an expected service life of 3-5 years or approximately 100,000 miles. After retirement from pizza duty, vehicles return to Roush Enterprises for de-branding and resale through normal channels.
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Future Development
Domino's has indicated plans to continue the DXP program with updated models based on future Chevrolet Spark generations, potentially incorporating additional technological advancements like:
- Electric powertrain options
- Advanced telematics systems
- Autonomous delivery capabilities
- Enhanced temperature control systems
Industry Impact and Competitive Response
The DXP program has sparked interest across the food service and logistics industries, demonstrating how vertical integration and specialized equipment can create competitive advantages in last-mile delivery.
Several competitors have begun exploring similar concepts, though none have yet matched the DXP's level of integration. The success of Domino's approach may inspire:
- More food brands to develop proprietary delivery solutions
- Automakers to create delivery-optimized vehicle platforms
- Franchise operations to invest in branded fleet vehicles
- Technology companies to develop delivery-specific vehicle systems
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Technical Specifications: Domino's DXP vs Standard Chevy Spark
| Feature | Standard Spark | Domino's DXP |
|---|---|---|
| Seating Capacity | 4 passengers | 1 driver |
| Cargo Capacity | 11.4 cu ft | 80 pizzas |
| Special Features | Standard compact car | Integrated warming oven, delivery storage system, branded signage |
| Expected Mileage | Varies by owner | 100,000 miles (3-5 years) |
Frequently Asked Questions
Can the public buy a Domino's DXP?
No, the DXP is exclusively available to Domino's franchise operators. After being retired from pizza delivery, the vehicles are de-branded and sold as used cars through normal channels.
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How does the pizza warming oven work?
The specially designed oven maintains pizzas at 140°F using the vehicle's electrical system. The exterior-access door allows drivers to retrieve orders without entering the vehicle.
What happens to DXPs after their delivery service?
Roush Enterprises removes all Domino's-specific equipment and branding before the vehicles enter the used car market as standard Chevrolet Sparks.
Are electric DXPs being considered?
While not yet confirmed, Domino's has expressed interest in electrifying future DXP models as part of their sustainability initiatives.
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Last Updated On May, 05-2025