Dodge Credits Boost In Challenger Sales To Demon Ads

Dodge began revving up the hype machine for the 840-horsepower Dodge Challenger SRT Demon back in January, smack in the middle of steadily rising demand for all things SUV.

Calling the factory dragster the “most-powerful, street-legal production car ever,” it released 13 slickly produced video teasers. Dodge then unveiled the Demon in a Vegas-style spectacle ahead of April’s New York auto show. The street-legal dragster was Vin Diesel’s ride in “Fate of the Furious,” and it made cameos in rap videos.

All for a car that Dodge planned to make only 3,000 copies of. But, then, the purpose of all the hype was never to sell $85,000 Demons. It was to sell less-expensive showroom versions of Dodge’s Challenger and Charger performance cars — and it’s working.

MDarringer - 9/21/2017 8:07:31 AM

0 Boost

The insane amount of money on the hood couldn't have been the cause. The Challenger and Camaro are heavily incentivized to buy sales against the Mustang, but the Camaro is the better choice among these two. Ford typically has not incentivized the Mustang to the same degree as the Camaro.