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Dodge Will Prioritize Dealers Who Sell Demon At or Below MSRP

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Dodge Will Prioritize Dealers Who Sell Demon At or Below MSRP

To be eligible for a Demon, a dealer needs to have sold at least one SRT Hellcat - the Demon's satanic, 707-horsepower sibling - in the past year.

The sticker price for the auto is $84,995 and Dodge will deliver Demon cars sold at or below MSRP first with priority scheduling. Production begins later this Summer and deliveries will occur in the Fall.

"We know some dealers may be tempted to sell to the highest bidder", said Tim Kuniskis, FCA North America's head of passenger-car brands, "but we are encouraging them to leverage the Demon as a halo for both the brand and their dealership, to bring customers into their showrooms and see everything we have to offer".

"We know some dealers may be tempted to sell to the highest bidder, but we are encouraging them to leverage the Demon as a halo for both the brand and their dealership, to bring customers into their showrooms and see everything we have to offer", says Tim Kuniskis, head of passenger vehicle brands, Dodge, SRT, Chrysler and Fiat for FCA North America.

Another $1 invested into the Demon will net customers a crate of parts to ready if for the drag strip, and an additional 32 horsepower with a high-performance powertrain control computer.

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Most important, Dodge will penalize any orders that are marked above MSRP. Throw in yet another dollar, and Dodge will add a rear seat.

Dealers can only order as many Demons as they are allocated. The Challenger SRT Demon will have an MSRP of $84,995, including a $1,700 mandatory gas guzzler tax, but not including the $1,095 destination fee. The muscle auto set to hit production this summer at the Brampton, Ontario plant will come available in 15 exterior colors.

A special concierge hotline (800-998-1110) has been set up to provide direct communication for customers and dealers on how to acquire a Demon.

Dealer allocation will be based on 60 percent SRT Hellcat and 40 percent Charger and Challenger sales performance. And at first blush, Dodge's allocation plan does seem a populist defense of fair play, an antidote to Gekko-style Greed. That said, with only 3,000 Demons coming to the USA, the cars will be plenty valuable either way.

Our resident car-buying expert Tom McParland said a customer typically pays once a vehicle arrives rather than at the time of the order, which would make sense in discouraging dealerships from markups-we can nearly all agree that the sooner the cash comes in, the better. The acknowledgment document also "provides a detailed list of safety considerations, technical specifications and features on the vehicle" to the consumer, Dodge said.

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