As a man I rarely go shopping for anything but food and the odd toilet roll. But when I do go shopping for anything important I always remember my one rule: If there’s no price tag, it means it’s going to be expensive – so just walk away.

This rule came to mind when I saw the reveal of the new Dodge Demon last week. Record breaking performance, mind bending quarter mile times, and… Wait… No price tag.

But when Road & Track spoke to the man behind Dodge, Tim Kuniskis, it became apparent that maybe this rule of mine doesn’t hold true.

“Obviously [the price] will be more than a regular Hellcat, but it’s gonna be well below six figures, ” he says in response to how much the public road-going drag car will cost.

We know that Dodge likes to please its customers with low prices compared to other cars with similar performance stats, for example, the supercar killing Hellcat went on sale at the ridiculously low price of $64,195 – so how much do I expect the Demon to go on sale for?

This is a hard question. Maybe around $90,000? But with dealer markup I expect the Demon to go for something very close to six figures. Will it be worth it? Of course it will be. How often do you have the chance to own a piece of history?

And that’s just what the Demon is. Dodge has shown everyone that the impossible can be done, that a production car can bend the rules of what is possible right out of the dealership. How can you put a price on that?

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