For the first time since its launch, the Dodge Challenger outperformed rivals from Ford and Chevrolet – the Mustang and Camaro models. It took him thirteen years.
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After almost a quarter of a century of absence, Dodge’s management decided to return to the so-called pony cars segment and in December 2007 began accepting orders for the reborn Challenger model. Production and subsequent deliveries to customers began in 2008, which means that this year is on sale for the fifteenth year. Instead of a generational change, it has undergone at least a number of improvements and special designs over the years.
However, the age of the model is not at the expense of its popularity, and Challenger manages to keep relatively stable sales numbers. On the contrary, sales of the rival Ford Mustang and Chevrolet Camaro have been declining for a long time since 2015. The current generation of the Mustang model entered the market that year, and Ford managed to sell 122,349 units on the American market. At that time, 66,377 customers opted for the Challenger.
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Last year, when Challenger entered its fourteenth year on the market, it sold 54,314 units, while the Mustangs sold only 52,414 units and the Camaro even found only 21,893 owners. So it took thirteen years, but Challenger finally outperformed its main rivals. However, Dodge boss Timothy Kuniskis insists that this was never the goal of this model. However, he accepts this as a reward for the brand’s ability to cope with supply chain problems and a lack of chips. Kuniskis also takes this as proof that Dodge correctly understands the wishes of its customers.
Some Dodge dealers also attribute sales stability to the wide range of model customizations. There are currently eleven different designs in the American configurator – from the basic SXT through the SRT Hellcat to the SRT Super Stock. As a result, Challengers can differ from each other not only in performance, color and wheels, but also, for example, in the design of the bonnet and lights or the width of the fenders.
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Challenger is likely to maintain or even increase similar sales numbers until the end of its career. It is already known that the end of the model will come in 2024 and its successor will be powered by electricity. The concept should even be introduced this year, within a few months.
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