Dodge's Plan to Stop Dealerships From Gouging Potential Demon Buyers
When we announced that the Dodge Demon would have a MSRP below six-figures, the comments section was immediately populated with discussions on how that might not be the case once the strip-focused Challenger arrives in showrooms. The limited supply of early Hellcats came at a significant premium and, for a time, even gently used models were going for the manufacturer’s suggested retail price of a new one.
Gouging on the Demon seems even more assured since FCA has stated that it will be limited production to a mere 3,300 units in North America. Obviously, there is no way in hell to avoid dealer markup on a vehicle like this one but Dodge seems to think it has found a way to attenuate the matter.
If you’re wondering what’s stopping dealers from just buying models in advance and ordering those plaques from the manufacturer, Dodge is.
Kuniskis explained that the automaker will only add the plaque on the original vehicle at the factory. Dealers cannot change the plaque after they’ve ordered the car and, while they can order it blank and change it themselves, Dodge won’t associate the name with each car’s serialized number. It won’t be “official” and might look a little off — making the car far less desirable.
When asked if the subsequent owners of a Demon could contact FCA and order a new plaque with their name on it Kuniskis said, “Tough shit.”
Although, how big a difference this will make is debatable. While it does force dealers to play ball with the manufacturer and keeps them from hoarding Demons, there is nothing stopping them all from coming together and deciding to tack on a massive fee just for ordering the limited production vehicle. The plaque preorders will likely help but there’s nothing to indicate they’ll magically nullify the powers of greedy salesmen.
[Image: Fiat Chrysler Automobiles]
A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.
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This whole thing sounds hokey. For starters, the Demon seems like a halo car designed to generate showroom traffic. That's not really going to be happening if it's limited to ordered cars whose owners want to take possession when it comes in. And what's the point of ordered cars only? To limit the paid price to no more than MSRP? Yeah, that ain't happening. I'd be astonished if anyone is able to walk into a Dodge dealership and get his Demon ordered for MSRP. At the very least, whatever the agreed upon transaction, the buyer is going to have to front the entire amount before the dealership orders the car.
It would be nice if Dodge stepped up and stop dealerships from charging so much over sticker but we all know thats a joke. I just done my Demon contract and the sons of gun are on their best BS plan to charge me over sticker. If theres a number to report them, be sure to know i will find it and when i do i all keep everyone posted. CAR COLLECTORS TAKE A STAND!!!!!!!!!!!!!