The People Who Pay The Most For A Dodge Demon Will Be Last To Get One

Image via Dodge
Image via Dodge

At a time when some dealerships are charging nearly double the MSRP for a certain other low-production car, Fiat Chrysler has its own plans for the 2018 Dodge Challenger SRT Demon—and, basically, the buyers who pay the most over MSRP will be last to get the car.


Dodge already expected the 840 horsepower Demon, priced at $84,995 MSRP, would get some thorough price gouging from dealers once orders begin on Wednesday. The company made a personalization system for ordered cars to attempt to discourage dealers, but the plan FCA announced Tuesday said Dodge will take some additional, stranger approaches to discouraging markups.

As weird as it sounds, the people who pay the most over MSRP will be last to get their Demon when deliveries start this fall. Here’s a breakdown on the process, from the press release:

  • New Dodge Challenger SRT Demon starts at a U.S. Manufacturer’s Suggested Retail Price (MSRP) of $84,995 (including $1,700 gas guzzler tax, excluding $1,095 destination); Demon crate unleashes full power for $1
  • Demons sold at or below MSRP will receive priority scheduling resulting in lower serial numbers; Demons sold at a price that exceeds MSRP will be produced after priority production is completed
  • Dealers can only order as many Demons as they are allocated

Our resident car-buying expert Tom McParland said a customer typically pays once a car arrives rather than at the time of the order, which would make sense in discouraging dealerships from markups—we can almost all agree that the sooner the cash comes in, the better. If that’s not the case with the Demon, well, the higher-paying customers simply get to pay to wait.

That’ll teach ‘em to spend $100,000 on an automatic that goes straight.

But for the people who walk into a dealership with big markups, it’s not like they’ll be able to walk next door and get another price. Dealer allocation on the 3,300 Demons is a funny process, and the amount of demons each dealership will get is based solely on sales performance. From the release:

  • To be eligible to order a Challenger SRT Demon, dealers must have sold more than one SRT Hellcat in the last 12 months
  • Dealer allocation will be based on 60 percent SRT Hellcat and 40 percent Charger and Challenger sales performance
  • Dealers can only order as many Demons as they are allocated

So, if the people in your area love high-horsepower Challengers, you’ll be in luck. If not, who knows how many Demons—if any—will be available nearby.

Good luck to the folks who like driving in straight lines really fast, and happy price haggling. Looks like you’re in for a fun one with this car.

Staff writer, Jalopnik



Good for FCA for trying to crack down on these terrible dealership practices. Porsche could learn a thing or two.