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How Dodge dealers are earning the right to sell Hellcats

We all hate the idea of the dreaded dealer markup when it comes to buying a highly anticipated new car. Take the 2015 Dodge Challenger SRT Hellcat, for example. You might spend hours reading about its supercharged V8 and speccing the model just right in the configurator, but when it finally comes down to laying down the cash, the dealer adds thousands of dollars as a "market adjustment" on the muscle machine of your dreams. As it turns out, when the Hellcat starts hitting showrooms in the third quarter, Dodge is trying to make sure that's not the case.
Dealer orders for the much-hyped Hellcat recently started, but Dodge boss Tim Kuniskis has put some special caveats in place to ensure that the Hellcat makes it to the road quickly. The initial allocation is based on the number of Dodge products that a showroom has sold in the last 180 days, and a second allotment in December is based on the last 90 days of sales and 30-day turnover. "You sell a lot of Darts for me, Journeys for me, Durangos for me, I'm going to give you the rights to this one, too, because this is a halo of the brand," said Kuniskis to Automotive News.
Furthermore, how quickly the Hellcat sells is also going to decide whether showrooms get more of them. "If you want to market-adjust the car, that's your right. But if your days-on-lot goes above what the other guys that are selling them at MSRP is, they will end up earning the allocation because their days-on-lot will be lower," he said to Automotive News. Obviously, this doesn't prevent dealers from marking up the Challenger SRT, but the strategy certainly discourages it.

2021 Dodge Durango SRT Hellcat pricing revealed in dealer documents

Dodge has released a lot of numbers about the 2021 Durango SRT Hellcat — we know it has 710 horsepower and it will only be built for about six months — but not revealed so far is how much the SUV will cost. While official pricing information remains under wraps, leaked dealer documents suggest it will start at approximately $81,000. Citing anonymous dealer connections, enthusiast website Mopar Insiders reported the SRT Hellcat will carry a base price of $80,995 when it goes on sale. Note that figure excludes the destination fee — and the inevitable dealer markup. For context, the entry-level 2020 Durango SXT starts at $30,795 when ordered with rear-wheel drive, and the all-wheel-drive-only SRT model costs $62,995. That means the Hellcat model will carry an $18,000 premium. For the price, buyers get a 6.2-liter V8 engine topped with a mammoth supercharger, two-piece slotted rotors behind 20-inch wheels, a black radiator grille, a front splitter, and an array of Hellcat emblems. Inside, Dodge added red stitching and red accents in the instrument cluster, among other model-specific visual cues. Buyers can easily bump the aforementioned MSRP over the $90,000 mark. Highlights from the list of extra-cost options include a rear-seat entertainment system with a DVD player ($1,995), red leather upholstery ($1,595), a power sunroof ($1,295), and a trailer tow package with brake control ($1,195). Racing stripes are a $1,195 option, while three-season tires will add $595 to the bottom line. Fully loaded, the Durango Hellcat costs nearly $95,000. Although that's a lot to pay for a Durango, the Hellcat-powered model isn't an ordinary SUV, and it's not going to be a common sight. It's celebrated as the most powerful factory-built SUV in the world; it takes 3.9 seconds to reach 60 mph from a stop. And, Dodge confirmed it will only be able to build the model for about six months, though the SRT Hellcat won't be a serialized, limited-edition model like the 840-horsepower SRT Demon.  Still according to Mopar Insiders, Dodge dealers across the nation will begin to receive their Durango SRT Hellcat allocations in November 2020. Production will start in January 2021, and end in May of that year. If you want one, we suggest getting in touch with your nearest Dodge dealer sooner rather than later to ensure you don't miss out. Related Video:    

The last time Dodge recycled the Demon name, it was for a Miata fighter

We and the rest of the automotive world are eagerly awaiting the reveal of the Dodge Challenger Demon. And why wouldn't we be? It's going to be a Hellcat, but with less weight, bigger fenders, more performance, and more Vin Diesel. This isn't the first time we've been excited about a Demon from Dodge, though. Ten years ago, Dodge had another demonic car, but it was very different from the new one. The Demon of 2007 was a lithe little roadster that looked primed and ready to take on the Miata, as well as the now-departed Solstice and Sky twins. The Demon was just under an inch shorter than the MX-5 and the Solstice, and it packed a 172 horsepower 2.4-liter four-cylinder that fell right between the Miata's 170 and the Solstice's 177 outputs. Dodge's estimated the curb weight, which for a concept is largely theoretical, also slotted between the two cars at 2600 pounds. That was about 150 more than the Mazda, and about 200 less than the Pontiac. The pitch perfect specifications were presented in a crisp two-seat roadster wrapper. In many ways, it looked like a baby Viper, with a menacing crosshair grille, slanted headlights, and fat rear fenders. The Demon's line's were brutally simple and geometric, too. They didn't seem far removed from the first-generation Audi TT. The interior was also plain and simple. The key highlights were a horizontal aluminum accent that ran the width of the dash, echoed by an aluminum-covered center console. The instrument cluster was uncluttered, with just four gauges, and the only controls were some climate knobs, a double-DIN head unit, and a six-speed manual. It turns out that the 2007 Demon didn't drive very well, though. You see, we actually drove this concept back in the day, and like many concepts, it still had a long way to go to be production ready. The gearbox would grind, the ride quality was terrible. However, the interior was roomy, and the engine sounded suitably grumbly, if a bit coarse. At the time, we said Dodge should absolutely build the little roadster. In retrospect, the company probably made the right decision not to invest in the Demon. The small rear drive sports car segment was, and still is, an extremely niche market. It would have been a big investment for little return, something FCA today is trying to avoid. This is all before taking into account the fact that the recession was just around the corner. In the end, we can't be too sad though.