Dodge quietly adds incentive to Challenger

Dodge has quietly added a new incentive package to the Dodge Challenger R/T and SRT8, effective March 8, 2010. If the dealer gives the customer $2,000 in Mopar accessories or maintenance contracts, the dealer gets reimbursed by $1,700, making it a shared incentive. The program requires that the customer spend the full $2,000, and service contracts do not appear to be included.

The new program is designed to be subtle, providing incentives without slashing margins or cheapening the cars. Enthusiasts who would normally want to buy extra Mopar accessories can now spend $2,000 without extra charge, increasing the value of the car to the buyer without slamming margins unnecessarily; dealers only have to kick in $300, which might be covered in the profit of selling the accessories. Many Dodge Challenger customers buy accessories.