Home / Brand / Dodge / Will Dodge’s efforts to prevent dealership markup for Demon be effective?
2018-Dodge-Challenger-SRT-Demon-B5-Blue-MAMA_12

Will Dodge’s efforts to prevent dealership markup for Demon be effective?

Dodge is sending a message to dealerships with the Demon; “don’t charge above MSRP.” What happens if they do? Their customers have to wait even longer to get the car, as owners who pay sticker or less get built first with lower build numbers. Will it work?

One of the reasons people pay above sticker is because they have to have the car right now. If you want to be one of the first to have the car, you’ll want to make sure you’re paying MSRP or less, so you’ll want to seek out a dealership following the rules. It’s unclear how long the production run will take, so getting #3,000 might not be too far off from #0001.

Another reason people pay above sticker is to get a low build number. For the purpose of collecting, people want the lower build number. Many are willing to pay extra for that. For those people, this should also be effective.

The last group of people are the people that absolutely have to have one and don’t care necessarily when they get it, as long as they get it. For those people, profiteering dealerships will succeed. “Sure, you might not get the first one,” they’ll say, “but you DO want one, don’t you?”

It’ll be interesting to see if this plan is effective in curbing dealership markup. Surely some will sell low, but there’ll be some that undoubtedly will charge exorbitant amounts for the car and people will pay it. It’s still a limited run car, after all.

About Chad Kirchner

Chad Kirchner is the Editor-in-Chief of Future Motoring, along with the main host and producer of the Future Motoring podcast. In addition to his work here, he's a freelance automotive journalist for outlets around the world.

Check Also

2018 Dodge Challenger SRT Hellcat Widebody

Podcast: What’s New (and not Embargoed) at FCA and Autocrossing the Ford Focus RS

On this episode of Future Motoring, we head to Chelsea, Michigan to see what’s new …