Kuniskis: Dealers Must Prove Themselves Worthy Of Selling Hellcat Challenger

Cameron Aubernon
by Cameron Aubernon

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.

Cameron Aubernon
Cameron Aubernon

Seattle-based writer, blogger, and photographer for many a publication. Born in Louisville. Raised in Kansas. Where I lay my head is home.

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  • Koshchei Koshchei on Sep 10, 2014

    "Market adjustment" is such a tidy, sanitized way of saying "scalping".

    • Golden2husky Golden2husky on Sep 10, 2014

      I prefer rape instead of scalping...kind of drives the point home a bit better.

  • Boxerman Boxerman on Sep 10, 2014

    Seems like a great plan, if they dont sell the car they dont get more, or bettr put, the more you sell the more you get. Probably better to make money with a lot of units than only sell one and alienate cutomers. While the z28 may have soem scewy markups you can buy them for MSRP or less if youa are prepared to look and or wait. I knwo 2 other people gettign hellcats, we are going to wait 6 months or so and then do a deal for 3. Dealer market adjustment is why I neve rbought a Ford raptor and wont enter aford dealership, thye really think customners are idiots. That was sprobably fords most profitable product and they sold way less than they could have. Chrysler is being smart this time around. My concern would be more witht he after sales experience. Of 3 cars owned Chvey service is the best by far, followed by BMW and trailed by Mercedes. Years ago owned aJeep and my experience with Jeep Dodge left so much to be desired its a big concern.

  • PrincipalDan 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.

    • See 1 previous
    • Beefmalone Beefmalone on Sep 11, 2014

      As is their right. It's their car.

  • Healthy skeptic Healthy skeptic on Sep 10, 2014

    I have a dream...a dream where one day we can all buy cars directly from the manufacturer...who would be selling at close to invoice price...so this whole issue becomes moot. Who's with me?