Dodge Taking Measures After Dealers Price Demon Above MSRP

There is a lot of excitement surrounding the recent launch of the amazing new the 2018 Dodge Challenger SRT Demon. There is already a lot of discussion regarding the cost of the new Demon and the dealer mark ups are also a subject of much debate.


Head of passenger cars at FCA North America, Tim Kuniskis, spoke to reporters about some of these issues. He told us that we can expect to know the dealer allocation and pricing near the start of production which is around June. The guys down at FCA understand the situation and all the issues that occurred with the Hellcat launch. The main one was dealers trying to squeeze as much money of eager buyers as possible, often at extreme levels.

What makes this even more challenging with the Demon is that it will only be available for 2018 the confirmed production figures are a total of on 3300, with 3,000 allocated to the United States with the other 300 going to Canada. Kuniskis knows that there is not much they can do to prevent dealers from putting a mark up on any vehicles, particularly the Demon and can not stop them going over the Manufacturer’s Suggested Retail Price (MSRP).


He does however home some ideas that will make it challenging for dealers from trying to get too greedy when it comes to Demon mark ups. Every single Demon will come out with a special serialized plaque mounted on the dashboard, This plaque will state the name of the original owner of that Demon. If the customer decides to go for the Demon Crate, that too will bear a special serialized plaque, also with their name on it.

Each plaque is originally made at the factory for the first buyer of the Demon. New owners can not request or purchase new plaque. When asked if customers wanted to have one made, Kuniskis replied simply, “Tough sh*t.” So that means even Demon will permanently bear the original owners name. If a dealer wishes to order Demon that has not been pre-sold, the plaque will have to be blank as they do now know what name to put on the vehicle.

Kuniskis expect that most customers are going to want the personalized plaque so it will be difficult for a dealer to order a Demon that has not already been sold.