Dodge prioritises Challenger SRT Demon build slots for those who pay less

Customers who pay more than list price for their Challenger SRT Demon will see their slot in the build queue pushed back

Dodge Demon front

Fed up with seeing your new dream car being advertised at a main dealer for anything up to 200 per cent over its original list price? Us too, and so it would seem is Dodge, which has announced a plan to prevent its dealers profiteering from selling examples of its latest limited-run model - the Challenger SRT Demon - for a healthy premium. 

Currently, main dealers with more customers than examples of the latest must-have performance car to sell, have been employing a tactic that sees them offer customers a profit on their new car if they sell them straight back to the dealership - often on the day they take delivery. This then allows the the dealer to remarket the car as used at any price. In the UK main dealers are not allowed to sell new, unregistered cars above the manufacturer's recommended retail price. However, there is nothing preventing them from selling a used car at market value. Even if that used value is double that of the car's new list price. 

Subscribe to evo magazine

Subscribe today to have every issue of evo delivered straight to you. You'll SAVE 39% on the shop price, and get evo for its original cover price for a whole year!
Dodge Demon

Dodge is hitting back, though, with a dealer allocation scheme specially set up to combat this. Essentially, build slots for the insane 828bhp Dodge Challenger SRT Demon will be prioritised by how much a customer pays. Customers paying list price or lower will receive their orders first, while any customers who pay over the odds will see their car shunted down the list, to be produced once priority production has finished.

> Dodge Challenger SRT Demon revealed in full

Dodge’s own release is very clear on the matter, stating ‘Demons sold at or below MSRP [Manufacturer’s Suggested Retail Price] will receive priority scheduling resulting in lower serial numbers; Demons sold at a price that exceeds MSRP will be produced after priority production is completed.’

The Challenger SRT Demon sells for $84,995 in the US (£67,376), though no plans have been announced to sell it in the UK. A special order form must be completed and signed by customer and dealer before being notarised, adding an extra layer of protection.

Honda Civic Type R - front tracking

But price gouging isn’t just for the hugely exotic – customers in the US are suffering up to 100 per cent dealer mark ups on the initial run of new Honda Civic Type R orders, for example.

So, if you’re a fan of hardcore American muscle, get yourself to a US Dodge dealer – and remember, the more you haggle, the sooner you get your car!

Recommended

2021 Dodge Challenger SRT Super Stock revealed
Dodge Challenger

2021 Dodge Challenger SRT Super Stock revealed

3 Jul 2020
Dodge Challenger SRT Hellcat Redeye review
Dodge Challenger

Dodge Challenger SRT Hellcat Redeye review

20 Jun 2020

Most Popular

SSC Tuatara hypercar hits 331mph, making it the world’s fastest production car
News

SSC Tuatara hypercar hits 331mph, making it the world’s fastest production car

Over a decade after SSC last entered the record books, its Tuatara has claimed the title of world’s fastest production car
19 Oct 2020
Hot Cupra Formentor spied testing – with a five-cylinder warble
Cupra

Hot Cupra Formentor spied testing – with a five-cylinder warble

Is Cupra about to get hold of Audi’s brilliant five-cylinder petrol engine?
19 Oct 2020
Alpine to become high-performance Renault offshoot
Alpine

Alpine to become high-performance Renault offshoot

Heated-up Renaults but no A110 replacement for Alpine as it follows in Cupra and Abarth footsteps
21 Oct 2020
Car pictures of the week
Lotus Elise

Car pictures of the week

In this week’s car pictures, from issue 279, we look at the highlights from our lightweight sports car triple test
23 Oct 2020