Dodge to dealers: Mark up the Demon and pay the price

Fiat Chrysler released the dealer allocation plan for its hotly-anticipated 2018 Dodge Challenger SRT Demon - its most powerful production model ever - on Tuesday, June 20.

In order for a dealer to be eligible to sell the Demon, it must have sold more than one Hellcat in the past year. Sales performance of lesser Challenger and Charger models will also be a determining factor in what dealers receive Demon allocations. For FCA to greenlight the production on any individual vehicle at the outset, it must qualify as a "verified sold order", complete with a document signed by the dealer, the customer and a notary. "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".

Helping to streamline the Demon sales process will be the new dedicated Demon Concierge hotline (800-998-1110), which serves as a direct communication between Dodge and its customers.

"We learned a lot when we launched the wildly popular SRT Hellcats", Tim Kuniskis, head of passenger vehicle brands for Fiat Chrysler, said in a written statement. It also registers the highest g-force (1.8 g) ever recorded at launch in a production auto.

The acknowledgement document will also have the agreed-upon price by the dealer and the customer, so Dodge can figure out what production slot that Demon receives. A new website will also allow them to track their orders at www.dodge.com. Any Demon sold at a price over MSRP will be produced after priority production is over.

But with only 3,300 being built, Dodge understands most people interested in the Demon won't be able to purchase one. The document will help determine when the automaker builds the auto based on a "customer-facing contract price", FCA added. And before you ask, orders are being accepted starting TOMORROW. Invest yet another $1, and Dodge will add a passenger seat to the one-seater muscle vehicle. The document must be received by the Demon Concierge before the vehicle will be slated for production. With the amount of hype and fanfare surrounding the auto, Fiat Chrysler Automobiles has a multi-tier plan to fight markups on the Demon when the order books open.

  • Salvatore Jensen