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Dodge Demon’s unique order/allocation system

by Patrick Rall on

In a new move, FCA will require dealers to send a price acknowledgement document, signed by the customer, to order a 2018 Dodge Challenger SRT Demon. This will allow the company to see which buyers paid the list price and which paid big markups; Demons sold at or under the list price will be the first cars built and delivered.

2018 Dodge Challenger SRT Demon

Since the 2018 Dodge Challenger SRT Demon was introduced back in April, many people in the automotive community have been insisting that these limited production muscle cars would all have huge dealership markups. The car starts around $85,000, but many expect dealers to try to charge over $100,000.

Today’s release from FCA shows that the company really doesn’t want dealerships to mark up the prices and to help prevent additional “market adjustments,” the company will make the marked up cars less enticing.

“We learned a lot when we launched the wildly popular SRT Hellcats,” said Tim Kuniskis, Head of Passenger Car Brands, Dodge, SRT, Chrysler and FIAT—FCA North America. “We’ve taken that information and created an allocation plan that is clear and concise, builds on Demon’s position as the Dodge//SRT halo and makes it easy for our customers to understand how they can put a Demon into their garage and, ultimately, out on the drag strip.”

MSRP-Based Build Priority

FCA has set up a Demon Concierge program to handle ordering. Dealers and buyers can call the Demon Concierge to check on the status of their build, but the concierge folks will also be accepting the sold orders.

When the dealership sends the paperwork to order a Demon to the concierge team, they are required to include an “acknowledgement document,” which includes some unique safety considerations, the car’s technical specifications, the ordered features, and the contract price. This form has to be signed by the dealer and the buyer, and it has to be notarized, so the company will know for sure exactly how much each buyer has paid for their new Dodge Demon.

FCA will use the price information to prioritize the build order, with the 2018 Dodge Challenger SRT Demons sold at or below MSRP being built first while the cars with the big dealer markup won’t be built until the MSRP cars are completed. This means that not only will those consumers paying a big markup being paying more, but they will also be waiting longer and  they will have a car with a higher serial number.

In short, this program makes paying a huge markup for a 2018 Demon even less enticing to buyers, which should (in theory) deter dealerships from adding big markups.

“The 2018 Dodge Challenger Demon represents the best of what Dodge//SRT stands for – performance capabilities that are second to none, iconic styling and a heritage built on pushing the boundaries of what is possible at a price that is attainable,” Kuniskis added. “We know some dealers may be tempted to sell to the highest bidder, but we are encouraging them to leverage the Demon as a halo for both the brand and their dealership, to bring customers into their showrooms and see everything we have to offer.”

Allocation
Next, Dodge has detailed the allocation process for the 2018 Challenger SRT Demon.

First, in order to be eligible to order any Demons, the dealership in question has to have sold at least one Hellcat Challenger or Charger in the past 12 months.

The number of cars available to each dealership is 60% based on SRT Hellcat sales and 40% based on Challenger/Charger sales. In other words, dealerships which have sold a ton of Challengers and Chargers, especially Hellcat models, will get the most Demon allocation.

Finally, dealers can only order as many Demons as they are allocated. There is no “next time” or any of that – if they are allocated three Demons, they can only order three cars through the Demon Concierge program.

Orders, Production and Deliveries
The 2018 Dodge Challenger SRT Demon order banks officially open tomorrow, June 21. Production will begin “this summer” and deliveries will begin “this fall”, but the bottom line is that tomorrow, hopefully Demon owners will be able to place their orders.

Patrick Rall was raised a Mopar boy, spending years racing a Dodge Mirada while working his way through college. After spending a few years post-college in the tax accounting field, Patrick made the jump to the world of journalism and his work has been published in magazines and websites around the world.


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