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Hellcat allocations clarified

by Daniel Bennett on

To clear confusion from both customers and dealers about the  supercharged Hellcat Charger and Challenger allocation process, Dodge told dealers why they  are, or are not, getting the powerful cars. The letter does not discuss weighting (e.g., whether it is more important to have sold many Dodge/SRT cars, than to still have a 2015 Challenger SRT Hellcat still sitting on the showroom floor unsold — as a customer magnet — or does the no-sale outweigh selling more Dodge and SRT products of other sorts?)

Dodge Charger Hellcat

Still, this does give more detailed information into what Dodge is wants dealers to do, in order to get their own supercharged Hemi cars. The statement reads:

The excitement surrounding the introduction of the Dodge Challenger and Charger SRT Hellcat has been overwhelming. That excitement for the most powerful muscle cars in history has driven product demand at an unprecedented rate and many enthusiasts have placed orders at a local dealer without understanding if/when that dealer will receive an SRT Hellcat.

As we listen to our customer feedback, it has become apparent that incomplete and inaccurate information abounds regarding the process by which SRT Hellcat production is allocated to our dealer body. We want to clear up any confusion that exists.

Any Dodge/SRT dealer can place orders for as many SRT Hellcats as they wish. However, because the factory can only build a specified number of SRT Hellcats each month, we prioritize each month’s available production to our dealers based on the following criteria:

  • The number of total Dodge/SRT branded products (any model) a dealer has sold in the last 90 days (higher volume = higher priority)
  • The number of SRT Hellcats a dealer already has in stock (higher stock = lower priority)
  • The average number of days each SRT Hellcat remained on a dealer’s lot unsold in the prior month (more days = lower priority)

These criteria are intended to distribute all available SRT Hellcats to customers in the shortest time possible. Every Dodge/SRT dealer is evaluated based on these criteria in the first week of every month and available production is allocated to dealers accordingly. When demand exceeds available production, not all dealer orders can be accommodated.

Additional production capacity occasionally becomes available between allocation periods due to increased efficiency, supplier part availability, etc. When this occurs, we allocate the additional production to dealers based on the following criteria:

  • Dealer overall sales performance
  • The age of any existing unfilled orders (older = higher priority)
  • The type of order – customer or dealer stock? (customer = higher priority)
  • Vehicle configuration requested by unfilled orders

We remain committed to delivering as many SRT Hellcats as possible.

Thank you for your passion, enthusiasm and patience,
Dodge & SRT Brand

Dan Bennett was doomed from the start. His parents bought a 1970 Plymouth Road Runner when it was known that he was coming along, and the rest of the story was written from that point forward.
Raised in a Mopar only home, Dan has also been Mopar only. From ’60s, ’70s, and ’80s muscle to current SRTs of various flavors, Dan has owned, and in many cases raced, each of the Mopar brands.
Dan’s real career is as a “parts guy” at a local dealership, but he also is a muscician, computer geek/gamer, avid reader, and general all around seeker of knowledge. His whole working career has been spent in the parts industry, starting in the aftermarket, and now at the dealership level. He took a couple years off and went in a different direction for a bit as a jewelry designer and salesman, and even though he won a design award for a piece, his true calling, automotive, won out in the end.
He has written articles, or has had vehicles that have appeared in Mopar Muscle, Sport Truck, and Truckin’. In various forums and social media, he has made a name for himself as the “Go-to” guy for tech information for all things Mopar. He also has a large background in many forms of racing and engine building, holding at one point a ASE Certified Master Engine Machinist rating. Though he no longer keeps that certification up to date, he is still very active in the engine building side when he has spare time.
To Dan, there is no option to covering the Mopar world, it is an imperative that must be done to keep his world in balance.
You can contact him at (206) 736-7670.


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