Dodge Charger Sixpack Pricing Strategy raises Concerns
I recently analyzed the pricing for the new Dodge Charger Sixpack. Unfortunately, I believe Dodge faces a major problem. Specifically, they are repeating Ford’s mistake with the Mustang. Over the last few years, enthusiasts have shown they will not spend over $70,000 for just 500 horsepower. Simply put, nobody wants to do that.
Currently, we see the consequences of this pricing model with Ford. As a result, the Mustang is suffering its worst sales years ever. Furthermore, this scenario was entirely predictable. Therefore, I examined the order guide to determine the true cost of a Dodge Charger Sixpack. I wanted to see how it compares against the Mustang Dark Horse. Based on the data, Dodge must eventually offer significant incentives to move these cars.
The Warning Signs from Ford Mustang Sales
We must look at the current market reality for performance cars. For example, Dodge announced the Demon 170 a few years ago. Around that time, I personally ordered a Ford Mustang Dark Horse. However, people complained loudly even back then. Specifically, Ford fans felt the Mustang became too expensive without significant changes. It was essentially the same car with new sheet metal and a higher price.
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At the time, spending $77,000 made sense for me as a content creator. However, the average person cannot make videos to offset that cost. Consequently, Ford tried charging roughly $70,000 for a Dark Horse with only 500 horsepower. Now, sales numbers prove this was a mistake. In fact, Mustang sales are down 10.1% for this year.
These numbers paint a bleak picture for the brand. For instance, Ford has only sold 32,818 units this year. In comparison, they sold 36,485 units by this time in 2023. As a result, 2024 will likely become the brand’s worst-selling year. Last year was their worst ever, and they are now on track to perform even worse. Clearly, the pricing is too high for the value provided. This failure serves as a direct warning for the Dodge Charger Sixpack pricing strategy.
Breaking Down the Cost of a Dodge Charger Sixpack
If you compare the Ford situation to Dodge right now, it is essentially the same thing. Currently, Dodge is trying to sell a Charger with 550 horsepower for around $55,000 and no Hemi V8. Once you start adding specs, the price climbs rapidly. Furthermore, few options are even available for a Charger. Yet, the total quickly lands in that dangerous $70,000 ballpark.
I examined the order guide to build a spec I would actually buy. Here is how the costs break down for a desirable configuration:
- Base Price: The barebones 550 horsepower version starts around $55,000.
- Scat Pack Plus: This trim includes options and already costs $60,000.
- Glass Roof: A necessary option for a premium feel.
- Red Interior: I enjoy red interiors lately, so I added that.
- Alpine Audio System: A solid upgrade for daily driving.
- Carbon Package: I always love having carbon fiber options.
- Blacktop Package: This adds the black wheels and accents.
After ticking these boxes, you face a fully loaded Dodge Charger Sixpack price of $70,195. This figure includes the destination charge. Although some might say that is not terrible, it is still a lot of money for a Sixpack car. Just a few years ago, we typically got 500 horsepower in the $40,000 to $50,000 range. Unfortunately, we expect certain power levels to cost significantly less.
The Inevitable Return of Incentives
Because of this pricing, I believe Dodge must reintroduce incentives. In my opinion, we will likely see “Power Dollars” return within the next few months. If they do not do this, these cars will fail to sell. Certainly, I do not want these cars to fail. I have driven the Charger Daytona and the Charger Sixpack. They are definitely great cars. However, many enthusiasts already feel it has the wrong drivetrain.
Therefore, people will not pay $70,000 for a car with an unwanted engine. Incentives could change the equation. For example, if Dodge offered $5,000 off via Power Dollars, a base model R/T might drop to $45,000. That would be a pretty good deal. Similarly, a Scat Pack Plus might drop to around $50,000. These prices would be far more attractive to the average buyer.
Lessons from Jeep and Regulation Changes
Automakers need to drop their prices because the consumer is not stupid. There are no more significant CAFE fines looming due to political changes. Consequently, the fees built into the MSRP to counteract fines are no longer necessary. Instead, automakers must pass those savings back down to the customer.
We have already seen proof that this is possible within Stellantis. For instance, I give props to Jeep for their recent pricing adjustment. Last year, a Wrangler 392 Final Edition cost $100,000. However, this year the price dropped to $80,000. These are literally the exact same vehicle, just with a name change. That is a $20,000 price cut in one year. Thus, this proves automakers have room to move on pricing.
Vehicle Size and the Missing Volume Seller
There is another issue facing the new Dodge Charger Sixpack pricing structure. Specifically, this car is massive. In my personal opinion, it is way too big to be a traditional muscle car. It feels like an SUV with the top chopped off. Although it drives lighter than its size suggests, it is still a very large vehicle. Ultimately, this size might limit its appeal to a specific audience.
Moreover, Dodge is missing a crucial piece of their lineup. Historically, V6 Pentastar models accounted for over half of sales. These were the volume sellers, or the “food stamp cars” as some called them. Currently, there is no “food stamp edition” for the new Dodge Charger. Without a cheaper entry-level car in the $30,000 range, they will not achieve volume sales.
Overall, I think Dodge faces a pricing problem. Therefore, they must address this immediately. The best way to do so is to reintroduce Power Dollars, perhaps even “Power Dollars times two.” They need to show people they are serious about making performance affordable again. Otherwise, the Charger Sixpack risks sitting on dealer lots just like the Mustang Dark Horse.
