Introduction to Dodge Power Dollars
Automaker incentives are a proven strategy to clear out stagnant inventory and boost sales figures. Dodge, known for its high-performance models like the 717-horsepower Hellcat, 840-hp Challenger SRT Demon, and 1,025-hp Demon 170, is no stranger to this approach. With a focus on performance, Dodge has initiated a unique promotion called Dodge Power Dollars, which ties vehicle power to purchase incentives.
Mo’ Power Mo’ Savings
First launched in 2019, the Dodge Power Dollars promotion offers buyers a cash allowance of $10 per horsepower. This year’s program applies to model-year 2023 Charger and Challenger SXT, GT, and R/T trims, as well as all 2024 Durangos and Hornets. Tremendous savings can be found across the lineup: the Durango SRT 392 and Hellcat, for example, deliver savings of $4,750 and $7,100 respectively.
For entry-level trims, the savings start at $2,930 for the Durango SXT and $2,680 for the base GT Hornet. Charger buyers can enjoy savings of $2,920 for an SXT and up to $3,700 for an R/T. Similarly, Challenger savings range from $3,030 for an SXT or GT to $3,750 off an R/T.
Impact on Sales
Dodge CEO Matt McAlear reports that the brand’s sales increased by 16% from the first quarter of 2024 to the second, attributing part of this success to the Dodge Power Dollars program. With limited current offerings like the Durango and newly introduced Hornet, Dodge is determined to keep inventory flowing. While Durango sales remain robust, the Hornet has had a slow start, being outsold 2-to-1 by the Challenger and Charger despite the latter two ceasing production in 2023.
The Future of Dodge
The next generation of Dodge Charger is expected to arrive soon, possibly featuring electric or twin-turbocharged inline-six-cylinder power. Having built their reputation on internal-combustion muscle cars, Dodge is keen to see the market’s response to their new offerings. Stellantis CEO Carlos Tavares has made it clear that brands under the conglomerate must be profitable, adding pressure on Dodge to ensure the success of these upcoming models.
As Dodge continues to innovate while staying true to its muscle car roots, the expanded Dodge Power Dollars promotion is poised to drive further growth and reaffirm the brand’s commitment to performance and value.
