Even More Choice Coming to the Dodge Durango - a Bright Light in a Darkening Brand

While not a new or even recently refreshed model, the Dodge Durango is one of those vehicles that keeps its corporate parent happy through perpetually buoyant sales.

January saw the three-row midsize SUV’s sales rise 9 percent, year over year. Despite the current generation bowing near the start of the decade, and with its last refresh now four years in the past, Durango sales in 2017 rose 104 units over 2016. Along with the Challenger, it was a shining star in a lineup that saw its volume plunge 31 percent between this January and last.

For 2018, Dodge understandably wants to spread the sales net as wide as possible. A such, buyers of hotter Durangos must now ask themselves a question: “Can I pull off this look?”

That’s because starting in March 2018, Fiat Chrysler Automobiles will allow Durango buyers to check a box for a factory custom-look paint job. What color do you like your stripes?

It’s important to know this, as those extra-wide dual stripes cover a lot of real estate. Subtlety is absent. Running from stem to stern, over the bumpers, grille, hood, roof, and tailgate, the paint package comes in five flavors: Bright Blue, Flame Red, Gunmetal Low Gloss (with metallic finish), Low Gloss Black, and Sterling Silver. Only available on R/T and SRT variants, the paint package will set you back $1,195 in the U.S. and $1,495 in Canada.

If you’re worried others might not take you seriously after seeing your Durango’s new duds, you can at least sound flashier. Also available this year is a bolt-on Mopar stainless steel performance exhaust system, which FCA claims was “developed in concert with Dodge//SRT engineers and designers, which provided access to proprietary sound data, creating unique and unmistakable sound characteristics.” Four-inch chrome tips complete the look.

There’ll be no mistaking the sound approaching Windthorpe Secondary School, that’s for sure. It’s dad, and he’s running a little late (after spending close to two grand on his new pipes). SRT owners will shell out $1,850 USD or $2,855 CAD for the pleasure of this exhaust, while R/T owners take a haircut on their bill, owing either $1,595 USD or $2,365 CAD.

For those whose need for individuality is especially acute, you can have the look, the sound, and an actual boost in handling prowess. Mopar now offers custom springs for R/T and SRT Durangos, making for flatter cornering and lowering the SUV’s ride height by six-tenths of an inch. It also reduces pitching, fore and aft, during acceleration and hard braking. Expect a price tag of $325 USD or $471 CAD for that set.

Finally, the final new addition is a Interior Appearance Group for the Durango SRT line. This factory package, which bumps an already lofty sticker up by another $2,495 (U.S.), features a premium-wrapped instrument panel, Dinamica soft-touch headliner, jazzy speaker trim rings, and real carbon-fiber instrument panel and door bezels.

For the person who has everything (including a Durango), these parts and packages are surely the answer to someone’s prayers. To everyone else, it just looks like FCA squeezing extra profit from an existing model in a sinking brand. Still, why wouldn’t Dodge dress up its biggest sales stud?

[Images: Fiat Chrysler Automobiles]