Automotive News Looks At Dodge Demon, Clutches Its Pearls, Sighs, Faints

Update: We’ve redacted a sentence from this editorial. You can find an explanation here.

Jay-Z and Beyonce got nothing on the marketing people from Dodge. The last low-volume vehicle to get this kind of publicity and raise this kind of ruckus was probably the LaFerrari, which was definitely not based on a $29.99/day rental car. (Trust me, I’ve driven the LaFerrari.) It will also toss, by my back-of-envelope estimation, somewhere between $100m and $200m into the company coffers, even if you don’t take into account all the lower-spec Challengers — even Hellcats — the Demon will sell just by drawing traffic into dealers.

The media response to the Demon has been half predictable and half rather refreshing.

The predictable part is the Motor Trend-style cheerleading, which in this case has spread far beyond MT because — let’s face it — anybody can get excited over a nine-second street car. (By contrast, it takes a seasoned hack, erm, a real pro to get excited about the Bolt.) The refreshing half of the commentary has come from the half of the media that likes to style itself as an un-elected and un-appointed fiscal watchdog of the industry. These are the people who whine a certain car “won’t sell” or “doesn’t make money” as if they are major shareholders of GM instead of underwater-basketweaving-degree-holders sitting in rent-controlled apartments on a mountain of student debt.

Normally, these people would be up in arms that an automaker has taken time off from the critical business of building suppository-shaped RX300 clones to briefly indulge in a bout of misguided enthusiasm about automobiles. In this case, however, the Demon is so obviously going to be wildly profitable that they’ve been forced to shut up and/or join the chorus of approbation. Except, that is, for one crusty old relic of the legacy media who’s found a new tune to play.

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  • MaintenanceCosts People who don't use the parking brake when they walk away from the car deserve to have the car roll into a river.
  • 3-On-The-Tree I’m sure they are good vehicles but you can’t base that on who is buying them. Land Rovers, Bentley’ are bought by Robin Leaches’s “The Rich and Famous” but they have terrible reliability.
  • SCE to AUX The fix sounds like a bandaid. Kia's not going to address the defective shaft assemblies because it's hard and expensive - not cool.
  • Analoggrotto I am sick and tired of every little Hyundai Kia Genesis flaw being blown out of proportion. Why doesn't TTAC talk about the Tundra iForce Max problems, Toyota V35A engine problems or the Lexus 500H Hybrid problems? Here's why: education. Most of America is illiterate, as are the people who bash Hyundai Kia Genesis. Surveys conducted by credible sources have observed a high concentration of Hyundai Kia Genesis models at elite ivy league universities, you know those places where students earn degrees which earn more than $100K per year? Get with the program TTAC.