The Dodge Challenger in SRT8 trim has been a runaway success for Chrysler with most of the car’s first year production run already accounted for despite its relatively high $37,320 starting price. But it’s the bread and butter SE and R/T models that will ensure the overall success of the new product line, which means the pricing of the car has to be set just right in order to maximise sales and profits.

The Challenger’s closest rival, the Ford Mustang, starts as low as $19,650 in V6 trim. According to the Detroit Free Press, Dodge’s new muscle car will be priced slightly higher at $23,995 for the base V6 SE. Pricing for the V8 R/T, meanwhile, will likely fall somewhere between the base SE and range-topping SRT8.

The base SE model doesn’t get the iconic HEMI engine, but is instead powered by a 3.5L V6 with a standard four speed-auto and 250hp on tap. Last month Chrysler revealed that it expected half of Challenger sales to be the entry-level V6 model and with fuel prices continuing to head northwards there’s a high chance the statement will prove true.

2009 Challenger SE and R/T

2009 Dodge Challenger SRT8