$250,000 Dealer Markup on 2023 Dodge Challenger SRT Demon 170 Is Such a Joke
Can I skip the $195 wheel locks at least?
The 2023 Dodge Challenger SRT Demon 170 is an amazing car, and it starts at just $98,261. For that plus the price of options, you get a zero to 60 time as quick as 1.66 seconds, 1,025 horsepower on E85, and a trip down the quarter-mile in an NHRA-certified 8.91 seconds, which is quicker than a Bugatti Chiron. One Michigan dealer thinks that means it's actually worth $386,321. On top of a $133,131 MSRP, it has added a truly biblical $250,000 markup.
An original image posted to the r/mildlyinfuriating subreddit—perhaps a bit of an understatement—contains a VIN and stock number that both match a listing from DARCARS Chrysler Dodge Jeep Ram of Silver Spring. We've reached out to the dealership to confirm the price, but the window sticker appears to be legitimate.
On the dealer's website, the car has no price. Interested parties are simply instructed to call for pricing and availability. Apologies for the butchery on the images from the listing—they were edited by the dealer.
Unfortunately, this sort of "market adjustment" for a very desirable enthusiast car is not unprecedented. In fact, the very first Demon 170 offered for sale went for a huge $700,000, although it was sold at a charity auction. The original Demon saw similar markups, with dealers even selling cars on eBay in attempts to avoid scrutiny from Dodge corporate.
The real dagger here is that while the Demon 170 is certainly rare, it isn’t complete unobtanium. Dodge is building 3,300 of them. That does, however, translate into many dealers probably getting one or two examples. In that context, some level of markup is reasonable, but almost $400,000? I don't think so. For reference, a 2023 Lamborghini Huracan Technica is $239,000.
Unfortunately, this is probably the first of many huge markups well see on Demon 170s.
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