After experiencing white-hot muscle car sales in 2019, Fiat Chrysler's Dodge brand is bringing back its popular Dodge Power Dollars incentives program for the full 2020 Dodge Charger and Dodge Challenger lineup. The program is truly one-of-a-kind, issuing customers $10 off for each horsepower of the car in question; the more power, the more you save, up to a maximum of $7,970 off on a brand-new Dodge Challenger SRT Hellcat Redeye.
Personally, we wish the SRT Demon were still around, if for no other reason then to watch a customer and a salesman bicker over whether to use the pump gas or race gas power rating to compute the savings. But that's neither here nor there.
Dodge's Power Dollars incentives program first launched at the start of August last year, and from what we can tell, it was a rousing success. The brand put more than 84,000 Chargers and Challengers in customers' hands in the second half of the year, resulting in its best six-month muscle car sales streak ever, and earning Dodge the distinction of putting more than 500 million horsepower on the road since 2005.
In Q3, the Challenger even took the fight to the segment-dominating Ford Mustang, outselling that pony car by a country mile for the quarter.
The 2020 Dodge Power Dollars program kicked off on March 3, and it includes every single Dodge Charger and Challenger model on the market. The SRT Hellcats? You betcha. Challenger GT AWD? Yup. Charger Daytona 50th Anniversary Edition? Good luck finding one listed at sticker, but yes, that one qualifies too.
"Our Dodge performance enthusiasts are drawn together by their love of American muscle," says FCA's US Head of Passenger Cars for the Dodge, SRT, Chrysler, and Fiat brands, Tim Kuniskis. "Dodge Power Dollars has tapped into something very powerful."
To rally its community of loyal muscle car fans, Dodge is celebrating new members of its "Brotherhood of Muscle" with a new social media campaign, using the hashtag #TheMuscleBehindUs. The brand is inviting customers to tell their own Dodge muscle car stories and photos for a chance to be featured in video across Dodge's social media channels.