Dodge CEO Speaks Out on Dealer Markups: Why the Next HEMI Era Could Be Different
For years, Dodge enthusiasts have battled the same frustration: dealer markups. Whether it was the Hellcat, the Redeye, or most recently the Demon 170, many buyers were forced to pay tens of thousands of dollars above MSRP just to secure their dream muscle car. Some even stretched into six-figure markups, only to discover later that their “investment” turned into instant negative equity when the market cooled.
Now, with a new generation of HEMI-powered vehicles on the horizon, the question remains—will Dodge do anything to stop dealers from playing markup games? I asked Dodge CEO Matt McAlear that exact question at Roadkill Nights. His answer paints a clear picture of what buyers can expect moving forward.
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Dodge’s Official Position on Markups
McAlear didn’t mince words: Dodge does not endorse markups, nor does it encourage dealers to inflate prices. But like most automakers, Dodge faces a legal barrier. Its dealers are independent franchisees who can technically set their own retail prices. That means Dodge cannot simply dictate an MSRP-only policy, no matter how much enthusiasts wish it could.
What Dodge can do, however, is control allocation—and this is where the fight against ADM (additional dealer markup) begins. McAlear explained that allocations operate on a turn-and-earn system. Put simply, the faster a dealer sells its vehicles, the more vehicles it earns for future inventory. If a dealer slaps a $30,000 markup on a Charger and it sits on the lot, that dealer won’t be rewarded with more product. On the flip side, the dealer who sells a car quickly at or near MSRP will see its allocation grow.
McAlear also left the door open for increased production. If demand is there, Dodge is willing to build more vehicles—even adding a third shift at the Windsor plant if necessary. Flooding the market with supply is the most effective way to choke off the scarcity that fuels ADM.
Why This Matters for Buyers
The message is clear: the power is in the hands of customers. If buyers refuse to pay markups, those inflated cars will sit unsold, starving the greedy dealers of allocation. Meanwhile, the fair dealers—those who price at MSRP—will move inventory, win more cars, and continue to grow.
This is the exact opposite of what happened during the “Last Call” frenzy. Fear of missing out drove buyers to pay outrageous premiums, essentially handing over their equity to dealers who laughed all the way to the bank. When the market corrected, those same buyers were left holding the bag—cars purchased for $100,000 over sticker that couldn’t even be resold for MSRP.
Now Dodge is signaling a new era. With 392s, Hellcats, Redeyes, and even rumors of 426 or Hellephant-powered vehicles on the way, the supply pipeline looks far healthier. Combine that with Dodge’s commitment to build what customers demand, and the days of manufactured scarcity may finally be coming to an end.
The Community Response
This isn’t just about Dodge corporate. Over the past few years, YouTubers and automotive influencers—including myself, TK’s Garage, and OC Motivator—have led campaigns to shame dealers who abuse markups. Those efforts weren’t just for clicks; they had real results. Dealers dropped markups, managers were fired, and countless buyers ended up with cars at MSRP because the community applied pressure.
And make no mistake—we’re ready to do it again. Our platforms are bigger now, our voices louder, and the network of enthusiasts stronger. Dealers who think they can quietly add $20,000 to the window sticker are going to find themselves exposed online. The more people share those stories, the more the bad actors will be forced to back down.
A New Era of HEMI Muscle
Looking ahead, Dodge’s strategy seems simple: build the cars people want, in numbers large enough to starve markups. With CAFE penalty changes removing some of the restrictions that once limited V8 production, there’s no reason to believe these engines will be capped in tiny volumes. McAlear suggested that if demand is strong enough, Dodge will keep producing as many units as customers want.
That means buyers have leverage they didn’t have during the Last Call era. Instead of panicking and paying over sticker, customers can take their time, shop around, and support the dealers who respect MSRP. The more disciplined the market is, the harder it will be for ADM to survive.
Final Thoughts
Dealer markups aren’t going away overnight. But Dodge’s CEO has made it clear: the company doesn’t endorse ADM, and its allocation model rewards the dealers who sell fairly. If buyers play smart—refusing to pay premiums, buying from MSRP dealers, and shaming the bad actors—we can shift the balance of power.
The next wave of HEMI vehicles is coming. Don’t let FOMO trick you into handing your hard-earned money to a dealer running games. Be patient, be disciplined, and you’ll get your dream Mopar at the price it was meant to be sold for.
