Dodge Ties Savings to Performance in Expanded Power Dollars Promotion
Automaker incentives are nothing new; they’re a proven way to clear out stagnant inventory and boost sales figures. And it’s self-evident that Dodge — peddler of the 717-horsepower Hellcat models, 840-hp Challenger SRT Demon and 1,025-hp Demon 170 — is power-crazed. Now, the brand that refers to its enthusiasts as the Brotherhood of Muscle and helps them find limited-edition models through an online Horsepower Locator is tying vehicle power to purchase incentives with a program called Dodge Power Dollars.
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Shop the 2023 Dodge Challenger near you
Mo’ Power Mo’ Savings
First launched in 2019, the Dodge Power Dollars promotion gives buyers a cash allowance of $10 per horsepower. The current incarnation applies to model-year 2023 Charger and Challenger SXT, GT and R/T trims, as well as all 2024 Durangos and Hornets. That includes the Durango SRT 392 and Hellcat, vehicles whose tremendous output translates to savings of $4,750 for the 392 and $7,100 for the Hellcat. Savings on the Durango start at $2,930 for the entry-level SXT trim.
Hornet buyers get $2,680 off a base GT variant or $2,880 off the R/T. Incentives on the Charger start at $2,920 for an SXT and max out at $3,700 for an R/T. Challenger buyers can get $3,030 off an SXT or GT and $3,750 off an R/T.
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Time to Move
Dodge CEO Matt McAlear says the brand’s sales increased 16% from the first quarter of 2024 to the second, and he expects the program will keep that momentum going. Dodge certainly needs to do something to keep inventory flowing, as its only current offerings are the Durango and Hornet, the latter of which was introduced for 2023. While Durango sales remain strong, the Hornet is off to a slow start, currently being outsold 2-to-1 by both the Challenger and Charger despite the fact production of the latter two each ended in 2023.
The next generation of the Charger should be arriving soon with either electric or twin-turbocharged inline-six-cylinder power. But having built their image around red-blooded internal-combustion muscle, the folks at Dodge are no doubt anxious to see how the new cars are received. Stellantis CEO Carlos Tavares recently said of his conglomerate’s brands, “If they don’t make money, we’ll shut them down,” removing all doubt as to his meaning by adding, “We cannot afford to have brands that do not make money.” It’s a safe bet nobody at Dodge wants to be running Power Dollars for electrically generated horses.
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