Dodge started measuring its sales last August not in number of cars or batches sold, but instead, they went about it in a very Dodge-esque way. They measure sales in horsepower, and now, they’ve recorded a total of 500 million horsepower on the road since 2005, two months ahead of schedule.
This early celebration is partly thanks to Dodge’s Power Dollars program, which rewards customers for buying high horsepower cars by giving them a $10 discount for each horsepower at purchase. Crazy, isn’t it! The more powerful your car, the more money Dodge removes from the purchase price to thank you for increasing its horsepower target – something I wish more manufacturers would think about.
Let’s say you want to buy a Challenger Redeye. With 797 horses at its disposal, the kind soul selling the car to you will remove almost $8 grand of the price! The only vehicle excluded was the Journey, where this discount didn’t apply.
On announcing this promotional tactic, Dodge explained how between 2005 and 2008, the Charger and Challenger was responsible for 485 million horsepower on the road. Once the promotion was advertised, sales boomed resulting in 18,031 units of the Challenger being sold within the third quarter quarter of 2019. This was a record figure, and was a 21% increase over the previous year. The Challenger became the favourite out of its stiff competition.
Sales of the Charger were up 46% to 26,060 sales over the same time period, and the Durango had its best year since 2005 with sales increasing by 6% to 52,622, again, over the same time period.
Dodge stop taking orders for their 2019 model cars today, but customers who are after something with a bit of punch from Dodge can claim money back through Power Dollars program until January 2, 2020.