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Muscle Building Big Part of Dodge Strategy


Everything Old is New Again

It wasn’t that long ago when the muscle car, a big-engine behemoth born in the days of the Vietnam War and Civil Rights protests, was all but dead in America. If the model wasn’t completely retired, Detroit had butchered the original intent so much that it was an unrecognizable pile of steel with a once-proud nameplate. Everything from the Mustang and Camaro to Dodge’s iconic Challenger and Charger underwent the knife and the results were far from pretty. Fast-forward to 2015 and the introduction of the 707-horsepower Hellcat models of Dodge’s Charger and Challenger and you can see that the Beast Mode of the 1970s has come back with a vengeance.

“Cross Shoppers” Keep Muscle Cars Alive

The inability of Dodge to keep up with Hellcat orders shows the company is very much in tune with the desires of a specific niche of American car buyers. Dodge CEO Tim Kuniskis calls these people the “cross shoppers,” because of their love for all muscle cars. While they may buy a Challenger today, the next purchase could very well be a Charger or a Viper. The complexity of the modern vehicle makes them very difficult to work on for the modern consumer, so instead of showing their love with a wrench and a new set of after market headers, these cross shoppers simply like to try all the options available to them. Head over to your Scottsdale Dodge dealer, Chapman Dodge, to get a close-up look at Dodge’s new muscle cars.

Modern Muscle Cars Have Full Functionality

The joy of the modern muscle car is that it has all the safety features and creature comforts of modern sedans. You are as apt to see a four-door Charger dropping the kids off at school as barreling around a closed course track at well in excess of 100 miles per hour. While the mini-van is still a perfectly valid functional choice, it’s hard to top the throaty roar of a HEMI beneath the hood when taking your kids to soccer practice. The emphasis on producing sportier cars is also dropping the demographic age of the Dodge buyer down, according to Kuniskis. As long as the company continues to make cars that appeal to this age group, Dodge has the potential to create loyal buyers that keep coming back for more.

Is the Sky Literally the Limit?

It wasn’t that long ago that a 300 horsepower engine was the output of a top-of-the-line V8. Three-hundred horsepower still delivers an exhilarating ride, but is a number produced by many base model V6 engines. Although 707 horsepower would seem to be adequate for just about any job, Kuniskis says the sky is the limit. “Technology gets pushed down,” he said. “At some point, iron block, push rod V8s are not going to be possible. Performance will never go away in my view.” Test drive the sporty lineup of Dodge muscle cars and trucks at Chapman Dodge in Scottsdale.

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