After a few glitches, the ordering desk for the long awaited Supercharged Dodge Challenger SRT Hellcat opens today.

Dodge Challenger Hellcat

The super high performance model of the Dodge Challenger is rated at 707 horsepower, the most powerful car that Dodge has ever put into production, and which is well above its pony car rivals, the Chevrolet Camaro and Ford Mustang. The Hellcat carries with it a reasonable MSRP of $60.000.

One of the glitches with pre-ordering was that many dealerships nationwide, who were slated for an allocation of Hellcats, went online to advertise them for $30,000 over MSRP, and that seemed to set the initial market price. This caused Dodge to put the pre-ordering on hold and to re-think the way it allocates the Hellcat. To these dealerships’ dismay, Dodge has announced a special allocation for the Hellcat. The more Dodge cars that you sell for them, the more Hellcats you will get allocated, but a second and third tier allocation will depend on how long a Hellcat sits on your lot. The longer one sits, the less you get. This will force the price back down closer to its MSRP, which is good news for buyers.

The President of Dodge, Tim Kuniskis, said.

“If you want to market-adjust the car, that’s your right. But if your days-on-lot goes above what the other guys that are selling them at MSRP is, they will end up earning the allocation because their days-on-lot will be lower.”

“Some dealers are going to have heartburn with that,” Kuniskis said, “[We] worked hard to price the Challenger SRT Hellcat at an attainable $60,990, but that all goes out the window if this car ends up with $20,000 market adjustments on it.” We suspect he’s right.

Kuniskis wants the Hellcat out on the streets and in the hands of enthusiasts so that somebody is sharing it with their friends and elevating the Dodge brand. “That’s what I want, not sitting in your showroom with a rope around it.”

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