The Dodge Challenger SRT Demon hasn’t even gone into production but the company is already heralding the model as a resounding success.
While there was little doubt that customers would be lining up to purchase the 840 hp (626 kW) muscle car, Dodge is more excited about the attention it has brought to more mainstream versions of the Challenger.
Speaking with The Detroit News, FCA’s head of North America passenger car brands said “We haven’t built the first one yet, but people have been talking about this car since January.” Tim Kuniskis went on to explain the hype surrounding the car has helped push Challenger sales “through the roof” and Dodge is “having an all-time record year to date.”
According to Carsalesbase, Dodge has already sold 47,496 Challengers this year and that exceeds the yearly sales total the car obtained from 2008 to 2012. The car’s popularity also has propelled sales ahead of the Chevrolet Camaro.
Analysts are mixed on whether or not the Demon will have a lasting halo effect but the initial results look good as Kuniskis noted the car has already helped to sell “SRTs, Scat Packs, and regular Hellcats.” The executive also said the Demon is more than something to boost sales as the car was built to “cement the image of what the brand is in peoples’ minds.”
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