When it comes to limited edition high-performance cars, you can count on dealerships adding thousands to the sticker price for market adjustments. This has happened with many special performance cars in the past. Dodge is taking some steps to stop this from happening with the Challenger SRT Demon.
The sticker price for the car is $84,995, and Dodge will deliver Demon cars sold at or below MSRP first with priority scheduling. Any Demon sold at a price over MSRP will be produced after priority production is over. Dodge dealers cannot order more Demons than their allocation, which is based on how many Hellcat/Charger/Challenger cars they sold.
Ensuring Fair Pricing
That means that big dealers with deep pockets can’t buy up all the Demons and control market price. To prove pricing, an acknowledgment document has to be completed and signed by the customer and dealer, and be notarized before the Demon is slated for production. That document forces dealers to prove the customer pricing for the car. Orders for the Demon start today with 3,000 being made in the US. Deliveries to dealers will start this fall.
This strategy by Dodge is a significant move to ensure that the car remains accessible to genuine enthusiasts rather than being hoarded by dealers looking to make a quick profit. By prioritizing orders sold at or below MSRP, Dodge is making a clear statement against price gouging. This approach not only helps maintain the integrity of the brand but also builds trust with the customer base.
Impact on the Market
The impact of this strategy on the market could be profound. In the past, limited edition cars have often seen their prices skyrocket due to dealer markups, making them unaffordable for many enthusiasts. By controlling the allocation and production schedule, Dodge is effectively curbing this practice. This could set a precedent for other manufacturers to follow, potentially leading to a more transparent and fair market for high-performance vehicles.
Moreover, the requirement for a notarized acknowledgment document adds an extra layer of accountability. This ensures that both the dealer and the customer are on the same page regarding the pricing, reducing the chances of any under-the-table deals that could inflate the car’s price. This level of transparency is rare in the automotive industry and could serve as a model for future releases of limited edition vehicles.
Additionally, the allocation system based on previous sales of Hellcat/Charger/Challenger models ensures that the most successful and presumably customer-focused dealers get a fair share of the Demons. This not only rewards dealers who have been loyal to the brand but also ensures that the cars are distributed more evenly across the market.
In conclusion, Dodge’s approach to the Challenger SRT Demon’s pricing and allocation is a bold and commendable move. By prioritizing orders sold at or below MSRP and requiring notarized acknowledgment documents, Dodge is taking significant steps to ensure fair pricing and distribution. This strategy not only benefits the customers but also sets a new standard for the industry. It will be interesting to see how this approach impacts the market and whether other manufacturers will adopt similar strategies in the future.
via Dodge
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