The new Challenger SRT Hellcat is likely one of the most anticipated vehicles from Dodge in many years, thanks to its 707-horsepower, supercharged, 6.2-liter, Hemi V-8 and the performance credentials that come with it. In addition to the huge power output, Dodge also made it crystal clear that it will not limit its production by any means. This lack of limitation may make buyers think that they can simply roll into any Dodge dealer and pick one up when the automaker releases the model, but that is not the case.
According to a report from Automotive News, Dodge will base dealer allotment on the number of Dodge models sold. Specifically, Dodge CEO Tim Kuniskis said that the initial allotment will be based upon the number of like-branded vehicles each dealer has sold in the last 180 days. So, if a dealer sells a high number of Chrysler or Jeep models — yes, dealers often sell Dodge, Chrysler and Jeep models on the same lot — but not many Dodge models, it may miss out on getting a good initial allotment of Hellcats.
Fortunately, dealers will have a chance to redeem themselves with a second calculation in December 2014. The automaker will base this second calculation on the previous 90 days of Dodge sales and the dealer’s 30-day inventory turn.
While this all seems relatively logical, the last big Chrysler model with limited allocation was the SRT Viper, and that blew up in the automaker’s face. It got so bad that SRT ceased Viper production for two months and sent some 91 workers home with pink slips. So, Dodge may want to tread lightly with this one, as selling a $59,995 Challenger may end up being tough enough without forcing prospective buyers to drive all over to find a dealer with one in stock. Additionally, folks who can afford to drop $60k on a Challenger are likely not rushing to dealers to pick up a base-level Dart or Durango.
Only time will tell if this ploy works or blows up in Dodge’s face.