The 2023 Dodge Challenger SRT Demon 170 is all set to clean up at the drag strip with its 1,025 hp (764 kW). It seems as though dealers are also set to clean up with hefty profits far in excess of the $96,666 that Dodge itself has set as the MSRP. That’s right, we’re talking about Dodge Challengers that might sell for as much as $300,000 or more. Sigh…
Frankly, it comes as no shock that a rare and powerful muscle car like the Demon 170 would be a prime target for dealers in their effort to gouge customers. Even relatively mainstream cars like the Honda Civic Type R and the Toyota GR Corolla see hefty markups at times. Nevertheless, I’m not sure any of us thought that the Demon 170 would cost as much as Lamborghini asks for the Huracan though.
We spent all morning calling around to different Dodge dealers asking about what they were charging and the vast majority wouldn’t give us a straight answer. If commenters online are to be believed, and given what salespeople are posting on Facebook, the prices are just out of this world.
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Over on Reddit, reports are flying in from a number of folks saying that they’re regularly seeing asking prices of $189k, $210k, or even $250k before taxes. Of course, those are simply comments with very little hard evidence. Next, we moved on to Facebook Marketplace where a string of other posts started to solidify our suspicions.
One individual in Franklin, TN says that “they’re starting at 100k over but we are open to offers.” Some other dealership employees are posting the car with prices in excess of $200,000. Dealers themselves were somewhat infamously removed from the platform in January but salespeople can still post as individuals on Marketplace.
Perhaps no markup is as extreme as the one we found somewhere near Spring Hill, Tennessee. One person on Facebook claims to have two more allocations available and says they’ll sell them for $250,000 over MSRP. In fact, they say that the figure is the current high bid.
It Just Sucks For Enthusiasts
On Hellcat.org, a forum dedicated to its namesake, one poster says that one dealer told them “$200k over MSRP will get you one.” As one comment on Reddit so correctly said “It sucks for the real enthusiasts.” It’s not the only problem though because according to some, even when you agree to a markup, dealers can come up with reasons to bump you off of the list and go with the next highest bidder.
Others are suggesting that some dealers are buying the car itself and then flipping it as “Used.” There’s already clear evidence out there that says that markups damage brand image and brand loyalty. Adding shading practices like ditching one buyer for another or flipping it within the dealership to avoid heat from Dodge are just more reasons to never ever pay a markup.
One dealer did finally get back to us with a price… “starting at 100k over but we are open to offers,” they said. How many true enthusiasts will get and use the Demon as Dodge intended? Probably fewer than most would prefer.
As for what Dodge and their parent company Stellantis have to say about these dealer practices, we reached out to the carmaker and will report with an update if and when they get back to us.
