Dodge Challenger SRT8 not selling as well as expected?

Posted Wed Jul 23 2008 12:49 PM by Nelson Ireson

Despite claims at the car's debut that the run of 6,400 2008 Challenger SRT8s had almost sold out, the truth is that many of them are still available. The problem could be, at least in part, driven by dealer markups, though the general downturn in the U.S. market is also likely playing a role.

Over 760 of the cars are still available for sale, according to Automotive News, and a fair amount of those are priced above the $37,995 MSRP. Even a few of the dedicated fans that put down $5,000 deposits almost a year ago are changing their minds about the purchase, however, due to the car's high fuel consumption and rising prices.

With EPA rated fuel economy of just 13mpg city and 18mpg highway and a combined rating of 15mpg (15.7L/100km), the Challenger is a thirsty beast - and that's before you start trying to set new record 0-60mph times. Drive the car vigorously and expect to see a significant drop in efficiency as the 6.1L Hemi V8 musters the force necessary to hurl the 4,100lb (1,863kg) chassis through the thick atmosphere.

Those figures make it understandable that some buyers would opt for more efficient cars, but the Challenger is a modern icon reborn, so it's expected to overcome such mundane obstacles as economics and practicality. Nevertheless, the reality of today's marketplace means even the larger-than-life cars are facing tough times.

Or are they? The simple fact that close to 800 of the 6,400 cars originally available are still for sale online doesn't necessarily mean the car itself is having trouble selling. Unreasonably high prices, dealers looking to squeeze more profit from the few cars that actually are selling and limited availability of data on the actual dealer stock versus sold quantities could be biasing the information.

Dodge Challenger SRT8

Gallery: Dodge Challenger SRT8

See Full Gallery

Reader Comments

Wed Jul 23 2008 2:08 PM
christian says

this isnt surprising, car companies have been doing this for years, it is a publicity stunt.
Wed Jul 23 2008 2:11 PM
Green Flag says

Being ugly and heavy doesn't help either.
Wed Jul 23 2008 2:13 PM
Strada Auto Store says

Is it the fuel economy, the economy, or dealers simply keeping a car in their showroom?
Wed Jul 23 2008 2:23 PM
Gus says

My guess is the dealers have them in the showrom marked up.
I saw my first one in person yesterday. The car had real presence, but the orange color was garish.
Wed Jul 23 2008 4:43 PM
Gigadomed says

The rising fuel cost must be waying heavily on potential buyers
Wed Jul 23 2008 5:46 PM
Kevin says

My dads F150 gets 16MPG.
Wed Jul 23 2008 7:09 PM
www.mywheelsonwalls.com says

So what your telling me is that Dodge has sold close to 90% of the first years production run in less than a month and the ones that are left are available at a premium over list?

I fail to see the problem here!

Can we assume that Nissan is heading for the same fate as its GT-R hardly runs on humming bird farts either?
Wed Jul 23 2008 11:45 PM
Michael D. says

I want to see this succeed, not falter, even though a regular Hemi R/T model will follow and an entry V6 edition. I don't care about the fuel prices or how high they go, I want to see the "real" cars stay and not have a malaise 70s/80s throwback with nothing but boring, puny, chintzy econoboxes that do not get out of their own way!
Sat Jul 26 2008 10:42 AM
PJS says

I recently visited a local showroom that has one of these beauties in stock. OK, I expect a premium on the badged versions but DOUBLE the sticker? The sales dude was knowledgeable to a fault. His attempt to reason the market-up by comparing this to a Shelby GT500 was lame at best and he overpriced that gem by over $30k! They're just trawling for a 'sucker' (and every seller has a right to do so, doesn't mean I have to like it :) )

I'll wait for September/October when the R/Ts and V6 Challengers hit the showrooms and drive some sense into my local dealer OR take a stab at one of the many Challenger SRT8s on eBay Motors with more reasonable prices (Buy Now too). I don't mind people taking advantage in an open market but 2x MSRP is insulting!

From an investment standpoint (which is the logic the salesman tried to use), no one can justify paying more than a Shelby GT500 markup here. The Shelby's have a guaranteed value boost when that iconic automotive genius passes. What does the Challenger have? The hopes that 20-30 yrs from now, the HEMI alone will bring Barrett-Jackson type returns? OK, might as well invest in penny stocks . . .
Thu Jul 31 2008 5:44 PM
Muscleman says

HAHAHA so true, in 20-30 years this car will be looked at as the fat, overweight slow bastard child of a real legend, the 70 Challenger, which was way lighter, sexier curves and had a real Hemi. I drive an 07 Charger R/T and laugh at all the people buying daytonas as investments, when I have more than 3 people in my car im so heavy i cant even out run most ricers, this thing is heavy!!!! but at least it sounds mean with a catback and an intake, but fast, far from it, need a 100HP Nitrous shot just to keep up with lighter stock mustang, gtos and vettes.
Sun Aug 31 2008 4:54 AM
Scott says

This guy already has a fansite for the Challenger on WebSketch:
http://www.websketch.com/sites/davidjst/287011217639163120

MotorAuthority