Dodge’s Plan to Stop Dealerships From Gouging Potential Demon Buyers
When we announced that the Dodge Demon would have aÂ 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 3300 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 toÂ attenuate the matter.
According to Motor Authority, FCA passenger vehicle headÂ Tim Kuniskis says the brand doesn’t want anyone taken advantage of and is very aware of theÂ exploitative pricing that occurred with theÂ Hellcat. Kuniskis says that, since each Demon will have an individually numbered plaque on the dash with the owner’s name, dealers will be forced to order every car for aÂ predetermined buyer. The same goes for the optional customized “Demon Crate” toolbox Dodge is offering.
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 automakerÂ will only add the plaque on the original vehicle at the factory. Dealers cannot change the plaque after they’ve ordered the carÂ 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 offÂ â€” 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]
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April 23, 2017 at 06:22AM
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