Kuniskis: Dealers Must Prove Themselves Worthy Of Selling Hellcat Challenger
Dodge dealers wanting to help their customers destroy wannabes with the 2015 Challenger SRT Hellcat will themselves need to prove their worth to the brand before a single car leaves the carrier.
Automotive News reports allocations of the 707-horsepower war machine will be based on the total number of all Dodges sold during the past 180 days, according to brand chief Tim Kuniskis, with a second allocation in December will focus on the previous 90 days of such sales and the traditional 30-day inventory turn.
Further, Dodge will measure how many days each Hellcat remains on the lot after the initial allocation, with the goal of moving them off the lot as quickly as possible if more are to be delivered later on. Kuniskis acknowledges this may be a headache for those who opt to make a market adjustment similar to the one performed at a recent Los Angeles Chevrolet dealership, where a Camaro Z/28 was priced to move at $106,165:
If you want to market-adjust the car, that’s your right. But if your days-on-lot goes above what the other guys that are selling them at MSRP is, they will end up earning the allocation because their days-on-lot will be lower. Some dealers are going to have heartburn with that.
Kuniskis adds that he wants to see each Hellcat out there on the road for all to enjoy instead of sitting in a showroom “with a rope around it” like the Viper, and that his brand “worked hard” to price the beast at an attainable $60,990 with shipping included.
PrincipalDan on Sep 10, 2014
Please manufacturers, universally adopt this policy of punishing idiot dealers who put insane prices on vehicles that are above MSRP. My local Ford Dealer has a red 2012 Shelby Mustang sitting in the showroom that is still there and has been there since brand new with a hefty markup. They aren't even offering test drives, either buy it or GTFO.
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