Dodge Discourages Dealership Mark Ups by Producing Dodge Demons Sold for the Least Amount First
As dealerships begin to place orders for the 2018 Dodge Challenger SRT Demon, Dodge announces a plan to prevent price mark ups for the performance model
When the first fleet of Dodge Challenger SRT Hellcats arrived on dealership lots, many motor enthusiasts were disappointed to discover that various dealerships were marking up the price of the vehicle with added fees and incentives. As a result, many drivers paid well over the MSRP for their Hellcats.
Dodge wants to prevent this from happening with its latest experiment in pure performance power: the 2018 Dodge Challenger SRT Demon. This is why Dodge has announced that the Dodge Demons that sell for the lowest price will be the first ones produced.
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Dodge Demon models that are sold by dealers for the suggested retail price of $84,995 or lower will be the first vehicles off the Demon assembly line. As these cars will have lower production serial numbers, they will carry more value down the road.
If drivers have a choice between two dealerships, one that sells the Demon for its asking price and one that tries to sell it for more, then they’ll easily want to go with the dealer that’s following FCA’s guidelines so that they can receive one of the very first Dodge Demons. This will ultimately discourage the practice of marking up vehicles in areas where there are many competing dealerships.
However, this method might not be as effective in areas with only one Dodge dealership. With no competing dealerships within the nearby vicinity, dealerships in these more remote areas might still be tempted to increase the asking price for the Demon.
Still, those same dealerships might not be allocated a Demon at all, based on past sales performance. To be eligible to order a 2018 Dodge Challenger SRT Demon, dealers need to have sold at least one SRT Hellcat in the past 12 months.
If increased asking prices for the SRT Hellcat caused customers to “leave it” in a take-it-or-leave-it situation, then the dealers that employed these mark up methods won’t be eligible to carry the Dodge Demon at all. Furthermore, the number of Demon models allocated to dealers will be based upon a sales performance metric, made up of 60% SRT Hellcat sales and 40% Dodge Challenger and Charger sales.
Dealerships will therefore only be able to order as many Dodge Demons as they are allocated. For many dealerships, there won’t be many Demons out on the lot at all, as only 3,000 Dodge Demons will be produced for the United States, with 300 produced for Canada.
At the moment, it’s rather unclear how the $1 added incentives for the Dodge Demon will affect any given model’s production schedule. Features like rear seats and a crate full of drag racing supplies can each be added for $1, so Demons ordered without these added bonuses have the potential to be produced before those ordered with them.
Before any Demon vehicle is slated for production, an acknowledgement document must be signed by both the customer and the dealer. This “Demon Contract” must also be notarized and received by the Demon Concierge service, as the document will help determine priority production based on the final price of the vehicle ordered.
Customers will also have access to a Demon Concierge hotline at 800-998-1110. A special page on the Dodge website will allow customers to track their Dodge Demon model once it has been ordered.
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“We know some dealers may be tempted to sell to the highest bidder, but we are encouraging them to leverage the Demon as a halo for both the brand and their dealership, to bring customers into their showrooms and see everything we have to offer,” states Tim Kuniskis, Head of Passenger Car Brands, Dodge, SRT, Chrysler and FIAT for FCA North America.
Of course, if you want a Dodge Demon of your own, then you better act quickly. Dealerships can place orders for the 2018 Dodge Challenger SRT Demon starting today!
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