Learning from the Hellcat, FCA has refined its distribution strategy to discourage price gouging.Fiat Chrysler Automobiles has detailed its allocation strategy for the Dodge Challenger SRT Demon.Learning from the limited-edition Hellcat, the company has refined its distribution plan to discourage dealers from gouging or other unsavory business tactics.
Unsurprisingly, a dealer must have sold at least one SRT Hellcat in the last 12 months to be eligible for a Demon. Beyond that, specific allocation priority will rank individual dealers based on 60 percent Hellcat and 40 percent Charger and Challenger sales performance.
The company is also explicit in warning that dealers can only order as many Demons as they are allocated. When the Hellcat arrived, FCA had to issue a warning to customers after some dealers accepted large numbers or orders without advising buyers that the orders may not be filled for many months or longer.
Finally, to increase pressure against price gouging, FCA warns that Demons sold at or below MSRP will receive priority scheduling in the production queue. Those sold above MSRP will be produced after "priority production" is completed.
"We learned a lot when we launched the wildly popular SRT Hellcats," says FCA passenger car brands head Tim Kuniskis. "We've taken that information and created an allocation plan that is clear and concise, builds on Demon's position as the Dodge//SRT halo and makes it easy for our customers to understand how they can put a Demon into their garage and, ultimately, out on the drag strip."
To improve communication for customers and dealers, FCA has launched a Demon hotline and an online order-tracking tool.
The 840-horsepower street-legal drag car starts at $84,999, with just 3,000 heading to the US for the single model year. The first deliveries are expected this fall.