It’s no secret that automotive sales got pummeled during the second quarter of 2020 due to the disruption of the novel coronavirus. But even then, some brands remained optimistic. For example, folks at Dodge claimed that sales would have been improved had there been more inventory for the brand (the pandemic forced automakers to shut down their plants). Since then, the market has shown signs of recovery, and both the Dodge Charger and Dodge Challenger have set new retail sales records for the month of September. Both muscle cars outsold the Ford Mustang in Q3 2020.
“We only publish total (quarterly) numbers. But if you look inside the numbers at true retail sales to real customers and not to rental car agencies, Charger and Challenger had the best September they’ve ever had in the history of the cars,” said Tim Kuniskis, head of FCA passenger cars, last week during the reveal of the new Ricky Bobby-themed ‘Family Motto’ ad, which celebrates the brand’s recent JD Power quality awards.
Below the surface of the Dodge Charger and Dodge Challenger nameplates, specific variants also set new retail sales records.
“It was also the best Hellcat month in like three years, and the best Scat Pack month in the history of the nameplate,” Kuniskis elaborated.
These sales milestones come just as Dodge is readying several updates to its lineup for the 2021 model year. These are highlighted by the 2021 Dodge Challenger SRT Super Stock – the quickest muscle car on the market, the 2021 Dodge Charger SRT Hellcat Redeye – the fastest sedan on the market, and the 2021 Dodge Durango SRT Hellcat, the world’s most powerful production SUV that will be more exclusive than even the legendary Dodge Demon.
“The cars are working, and it’s working because customers are gravitating to the spirit of the brand and the attitude of the brand,” said Kuniskis.