By on April 25, 2017

2018 Dodge Challenger SRT Demon, Image: FCA

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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