Dodge's CEO Takes Action to End Demon 170 Markups and Improve Accessibility for Muscle Car Fans

Learn about Dodge's CEO strategy to prevent unfair pricing on the Demon 170 model, and improve accessibility for all muscle car enthusiasts...

In recent months, enthusiasts have raised concerns about dealers marking up the prices on Dodge’s “Last Call” special edition lineup, sometimes even doubling the original sticker price. To address this issue, Dodge’s upcoming release, the 2023 Dodge Challenger SRT Demon 170, aims to prioritize dealers who sell the car at MSRP.

The 2023 Dodge Challenger SRT Demon 170 has a sticker price of $96,666* USD. (Dodge).

Acknowledgment Form Is Key –

According to Dodge CEO Tim Kuniskis in an interview with The Fast Lane Car, “So when we did the original Demon we had an acknowledgment form, that the customer had to sign… This time around, one of the things we are putting in the acknowledgment form, and what we had in the last one was how much did you pay for the car?”

The acknowledgment form, which both the customer and dealer must sign and notarize, includes information about the car’s performance and usage, as well as a question about the purchase price.

Kuniskis explained that “customers who pay sticker for the car and it is a sold order to you as the customer, we will priority schedule your car… But if you pay over sticker, you’ll still get your car, absolutely, or if it is for dealer stock and not for sold order, we’ll of course build the car for you, but we will build it last.”

2023 Dodge Challenger SRT Demon 170 Base Price Interior with Passenger Seat / Rear Seat Delete. (Dodge).

By implementing this strategy, Dodge hopes to prioritize sold orders at MSRP for customers and discourage dealer markups.

Sold Orders A Priority – 

As Kuniskis added, “The reason why we are doing that is if I run out of time, what I want to do is prioritize sold orders at MSRP for customers first and know I get those cars built. If I have enough time and still can build the cars, we will build them at the end.”

So, if a customer does not pay the MSRP price for the 2023 Dodge Challenger SRT Demon 170, their order may be pushed to the end of the production schedule after sold orders.

Brampton Will Build Cars Until December 31st, 2023 –

In the event that Brampton (where the car is manufactured) cannot complete the order before production ends on December 31st, 2023, there is a chance that the car may not be built at all. This means that both the customer and dealer risk losing out on the purchase and payment for a car that was not built.

2023 Dodge Challenger SRT Demon 170. (Dodge).

The goal of this strategy is to discourage dealers from charging over sticker prices and prioritize customers who purchase the car at MSRP. However, there may still be dealers who attempt to markup the price and try to get their orders produced before the deadline. 

Source: The Fast Lane Car

Robert S. Miller

Robert S. Miller is a diehard Mopar enthusiast who lives and breathes all that is Mopar. The Michigander is not only the Editor for MoparInsiders.com, 5thGenRams.com, and HDRams.com but an automotive photographer. He is an avid fan of offshore powerboat racing, which he travels the country to take part in.

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