- Dodge dealers are in line to make a killing on every new Charger Daytona EV they sell, a new report says.
- Cars Direct claims dealers could pocket $3,246 based on the difference between the invoice price and MSRP.
- Markups could balloon that figure – one dealer told reporters Daytonas would sell for at least $10k over list price.
Dodge dealers are set for some big paydays if they can persuade drivers to take a new Charger EV home. A new report claims retailers could bank thousands of dollars on every 2024 / 2025 Charger Daytona they sell, and that’s before the inevitable markups enter the conversation. For dealerships, it’s a windfall. For buyers? Well, that depends on how much they’re willing to shell out for Dodge’s electrified muscle revolution.
According to Cars Direct, which analyzed the difference between dealers’ internal Stellantis order guide invoice pricing (the price the dealer pays Dodge) and the MSRP for the same vehicles and found high-spec Daytonas could generate over $3,200 for the retailer.
Related: Dodge Charger Daytona EV Shows Its New Colors As It Gets 0% Financing Deal
The investigation revealed the base Charger Daytona has a before-options MSRP of $57,995, but an invoice price of $55,096, meaning the dealer will pocket $2,899 from a straight cash sale. That compares with an invoice-to-MSRP difference of just $607 on a 2023 Challenger SXT, which sounds very low, although dealers also get deals from automakers and may often pay below invoice for a car.
Things get even more lucrative if the buyer is looking at the sportier Scat Pack. The official invoice price for one of those is $61,746, so if the dealer sells at MSRP, he could bank $3,246. But we’re talking about one of the most hotly anticipated American performance cars of the year. The dealers likely aren’t going to be selling at MSRP. One dealer in Scottsdale, AZ, told Cars Direct Daytonas will be slapped with a markup of at least $10k.
Markups Meet EV Transparency
The report suggests Dodge might have purposely built dealer profit into the Charger to avoid markups being applied, and because EVs tend to have more transparent prices. But if other dealers have the same attitude as the Arizona one in the story, the strategy has not worked.
Whether the Daytona EV can handle those kind of markups once the initial rush of excitement is over remains to be seen. Dodge might bring forward the introduction of the combustion-powered, six-cylinder Charger because that’s where customers are indicating they want to spend their money.
But presuming it is the electric version of the Charger you want and you can find a dealer who isn’t going to fleece you with a crazy markup, there are some good deals around that make it a tempting package. Dodge is offering $549 per month lease deals and giving buyers 0 percent APR for up to 72 months.
