When Dodge first unveiled its Challenger concept in 2006, the auto market was a vastly different place. Trucks and SUVs were king, and Americans still had a lust for powerful passenger cars. However, times — and gas prices — have changed during the Challenger’s development from concept to reality and Dodge marketers are now faced with the challenge of promoting a muscle car in a $4 a gallon world.
In order to combat the Challenger’s lack of green credentials, Dodge brand director Mike Accavitti says the Michigan-based automaker will heavily promote the base SE model for its low cost of entry and better fuel economy. “We can’t be all about the monster Hemi and smoking tires, and we realize that,” Accavitti told Automotive News. “Nobody wants to be the gas guzzler brand. There’s not a real secure future in that type of marketing strategy.”
However, Dodge expects the Challenger R/T equipped with a 370 horsepower 5.7L Hemi V8 to be the volume model of the range. Dodge has yet to release fuel economy figures for the Challenger R/T, but a rating in the neighborhood of 16/22 mpg city/highway is expected.
In addition to the R/T, Dodge also produces a high-performance SRT version of the Challenger, complete with a 425 horsepower 6.1L Hemi V8 and an EPA rating of 13/18 mpg city/highway.
It remains to be seen if the buying public will be able to look past the Challenger’s poor fuel economy but, as with most performance car buyers, Dodge is going after a niche market that still values performance over fuel economy.



06/09, 7:09 PM
posted by:
Badass Z51
LOL…..seriously? Why else would any buy this pig but for it’s performance.
06/09, 8:03 PM
posted by:
NoNameDenton1
Smart idea to play up the fuel economy, but they will have to work hard for people to see this as anything else.
06/09, 8:36 PM
posted by:
F451
An automobile who’s genesis was at the very heart of the muscle car era, and now they are trying to change stripes? This must be a Nardelli move as he’s the only one that ignorant to propose the down play. Hey Chrysler, how about building a car/engine that gives both performance and fuel economy? (Pssst, BTW fire Nardelli while you are at it.)
06/09, 8:48 PM
posted by:
NoNameDenton1
F451 They are working on engines to offer performance and fuel economy (The Phoenix engines, under the Trident project with Mercedes and Hyundai). These engines will be able to get direct fuel injection, turbocharging, and cylinder deactivation.
06/09, 9:07 PM
posted by:
400horseSS
Woould you Euro-trash lovers say this crap if it was a bimmer.
06/09, 9:18 PM
posted by:
F451
NoNameDenton1, I am actually glad to here that. Back in the day I had my fair share of driving some incredible muscle cars. One of my friends, in high school, owned a Plymouth Superbird, and it was the first time I laid eyes on a hemi. Cuda Six Pack…ahhhhhh the memories—all great!
06/09, 9:19 PM
posted by:
golf4me
Why should I care about mileage? I’m getting $2.99 gas with it aren’t I? LOL
Seriously, 25mpg hwy isn’t all that bad for this beast, but I scratch my head that they didn’t put a 6sp auto in it. It’s a brand new car for chrissake, and it’s not 1980 anymore, Chrysler! Damn!
06/09, 9:20 PM
posted by:
autonut
Bimmer already has engine like that in production: 260 HP and 400 lbs of torque. It is very close in torque to 6.2L HEMI yet it delivers 26/33 mpg
06/09, 9:34 PM
posted by:
autonut
Forgot to mention, that “promoting a muscle car in a $4 a gallon world” was a cinch, try the same in $5/gallon universe.
06/09, 9:41 PM
posted by:
1 Man Wrecking Crew
I’m not a Euro-trash lover but I guess I’ll answer you anyway. If this was a Bimmer, my first thought would be W.T.F, why… I would also lose a lot of respect I have for them and I’d seriously have to reconsider my intrest in the brand.
Now let me as you a question.
Would you big 3-trash lovers still have a hardon for it if was European?
06/09, 10:20 PM
posted by:
johnnycanuck
They’ll have no problem promoting this the first year. Hell, I wouldn’t even waste a dime on advertising because they’ll move 50k units without even breathing hard.
06/09, 10:30 PM
posted by:
Impulsive
This thing is lovely. And if the Mustang has a history in selling weak engines to the masses, so can Dodge. Remember that this isn’t supposed to sell Civic numbers.
06/09, 11:14 PM
posted by:
global_lightning
Perhaps they should try doing something about this car’s +4000 lb curb weight. That would improve performance and fuel economy. Imagine that…
06/09, 11:27 PM
posted by:
zoomzoomer
golf4me.. read the fine print in the Chrysler $2.99 gas commercials.. SRT models are NOT included in the deal.
06/10, 12:24 AM
posted by:
Need4SSpeed
yeah neither is the Viper, Charger SRT-8, 300C SRT-8, lol need I go on?
06/10, 12:37 AM
posted by:
02WRXPSM
So wait, I’m not a Dodge guy here, obviously, but this is starting to get odd: Dodge has the Avenger, Charger and Challenger. What is the difference in these, besides the number of doors? Are they on the same platform? They all seem to settle out in the same price range, with the Avenger being a bit cheaper. Doesn’t it worry anyone at Dodge that they are padding up the roster with these nostalgia names?
06/10, 12:40 AM
posted by:
1 Man Wrecking Crew
I think I’ve seen 5 Vipers on the road since 1992 they should include the Viper, no one’s gonna buy it no matter what they do.
06/10, 3:53 AM
posted by:
NoNameDenton1
02WRXPSM, the Avenger is on a fwd platform co-developed with Mitsubishi (it underpins the Lancer). The Charger and Chalenger are on a rwd platform that they got from Daimler.
06/10, 3:55 AM
posted by:
NoNameDenton1
F451, the Phoenix engine is also supposed to be coupled with a new DSG style transmission Chrysler is developing with Getrag.
06/10, 6:17 AM
posted by:
peter g
The Challenger is a dinosaur”…It was outdated from day one, sorry.
06/10, 7:54 AM
posted by:
frylock350
@peter g,
The only more advanced RWD mass-market plaform than LX is GM’s Zeta. Its certainly not a dinosaur, the retro look are only skin deep.
@autonut,
The Challenger will maul the **** out of any diesel bimmer. Nobody buys a muscle car for fuel efficiency and nobody will cross-shop it with some eurotrash sedan.
@global_lightning,
This isn’t a damned Civic, what do you expect it to weigh? Its a full-size car. It dwarfs a Honda Accord. The Challenger is dimensionally massive. Its a big car, its going to have a big car weight.
@Badass Z51,
People will buy it for the sound of the HEMI and the non-wedge looks. If the Camaro wasn’t coming out as well, I’d be in line for a R/T with a 6sp manual.
@02WRXPSM,
Avenger is a midsized FWD intended to compete with Camcordibu. The Charger is a 4-door full-size RWD family sedan. Challenger rides on a shortened version of Charger’s platform and is a 2-door muscle car. They are entirely different markets for each car. I agree somewhat about the names. Charger should never have been given that name, should have kept Intrepid (it had equity after all) or if you must go retro use Monaco or another full-size past Dodge name. Challenger should have been named Charger.
@NoNameDenton1,
Avenger isn’t based on Lancer, you are thinking of Caliber which shares Lancer’s platform. Avenger is too large to use that platform. Now the original DSM Avenger may have shared with Lancer.
06/10, 8:53 AM
posted by:
HemiRoadRunner
Here’s an idea: stop blaming everything on the new Challenger, which is the only cool car out right now, and replace some of your trucks and suvs with fuel effiecient cars, 30+ mpg, and still keep the bad@$$ Challenger. Oh that’s right, everything is a muscle cars fault, I forgot.
06/10, 9:19 AM
posted by:
musclecardriver
All you guys must grow up. Read the article. Chrysler built this car B4 the higher gas prices. So what? Check out all the specs on this car, its like someone said, only the sheetmetal looks the same, underneath its all new. If this is such a bad idea, why did Craig Jackson get the first US verison? Why did Jay Leno get the second one? Hello????…These are car guys to the extreme and so be it. In Canada we have a limited production of 500 SRT with special badging, carbon fibre stripes, and stiching. Valueable…you bet!! All 500 have been pre-sold in Canada and all 6400 in the USA. So that tells me that there are at least 7000 people that have the money who want one. So Dodge has the stones to build a car like that. The RT will probably sell better because more will be made and another 70,000 people will want one. These will be baby boomers for sure, and up and coming YUPI’s. Just think, Craig Jackson bought the prototype at the Barrett-Jackson Auction for $400,000.00 from Chrysler, with money going directly to childrens chartites. The car is registered to him and not the auction. It sits in his garage to be preserved as a statement that muscle cars live on!
06/10, 10:00 AM
posted by:
xyunya
HemiRetard, you better grab your quick, because I don’t believe it will see two full years of production. I don’t see you driving it much at $5-6/gallon, but you can pick mail in it from your mailbox at the entrance to the trailer park.
musclecardriver, you are correct it was conceived before $4/gallon prices. Somehow Nazis in charge of Chrysler forgot that commodities like oil tend to go up in price with growing demand. Now the price inching towards $5/gallon. Granted price of gas does not affect Jay Leno or even Craig Jackson. And perhaps few millionaires, but after first year when it will average Joe turn to buy into excitement, Chrysler will find very few average Joe’s. And it is not specialty/exotics like Ferrari – gas will hurt it very bad and company with it.
frylock350, have you driven diesel BMW or Audi or M-B? They are quick and I wonder who will get from say 50 mph to 125 mph faster Challenger or BMW 335d
06/10, 10:02 AM
posted by:
frylock350
@HHR,
I want a muscle car to complement my SUV
I’m going to have the devil’s own time deciding between Camaro and Challenger. Challenger is nicer looking, but I’ve always been partial to the Chevy small block V8. Can’t wait to test drive them both.
06/10, 10:14 AM
posted by:
HemiRoadRunner
Well it’s Mr. Philosophy himself again. Glad you use the stereotype that people from FL all live in trailer parks, even though my Road Runner is worth more than your house, but anyway. I guess your that insecure about your income and intellect that you CONTINUE to use your geek style attacks on anyone with an opinion better than yours. As a matter of fact, you have no opinion, you make no sense, all of your arguments sound like Dr. Phil, the king of obvious. Oh, I will be paying cash for my new Challenger R/T this fall, so I don’t have to worry about trips to the mailbox since I’m debt free, oh but you thouht you knew me better right.
06/10, 10:43 AM
posted by:
golf4me
Zoom, it was just a joke. Yeah, I don’t think they’ll have that offer on any version of this car prolly.
06/10, 10:45 AM
posted by:
Buhbye
The Challenger is more of a weekend toy, not many hemi-powered versions will ever be daily drivers. Those with expendable income will buy one no matter what. AMERICAN muscle cars have their own following, and people will pay 5 and 6 figures for cars that originally sold for a few thousand.
Or you could pick up a rusted out 1970 Civic for the price of the tow and sit around watching it rust out even more on your Sunday afternoon.
06/10, 11:07 AM
posted by:
Htay9500
kewl.
06/10, 11:25 AM
posted by:
xyunya
Magazines come in the mail and mail order books. What am I talking about, I forgot you don’t have use for those.
06/10, 11:47 AM
posted by:
Jigs
i like the look of the challanger and its a kick ass car. its a shame Dodge and chrysler dont have a clue how to make fuel efficant cars :\ … TATA need to step in lol.
06/10, 3:18 PM
posted by:
Impulsive
‘Hemiroid’ … “The Altima Coupe, as part of the fourth-generation Altima design, utilizes Nissan’s all-new, highly acclaimed “D” platform with increased body rigidity and a redesigned suspension. This new platform was developed with the objective of making Altima one of the best performing large front-wheel drive vehicles available globally.”
Now go **** yourself HARD and think of me … I own you, bitch.
06/10, 5:57 PM
posted by:
NoNameDenton1
frylock350, The Avenger, along with the redesigned Chrysler Sebring, shares a DaimlerChrysler/Mitsubishi Motors platform called the GS. For the new cars, the GS platform is stretched in size and known as the JS.
06/10, 8:34 PM
posted by:
jayjc08
Chrysler never looking forward…
06/10, 11:12 PM
posted by:
NoNameDenton1
jayjc08, if Chrysler was not looking forward explain their new engine and transmission program, getting a small car from Nissan, pumping more money into fixing their interiors, being wiling to use free space in their factories to build other companies cars in alliances. Chrysler has a ways to go, but they are doing well at cost cutting, now if Nardelli would be replaced by Jim Press……..