US dealers are committing heinous acts of price-gouging on Dodge's 50th anniversary Charger Daytona model.
Remember the 1969 Dodge Charger Daytona? One of the four "aero-cars" developed for NASCAR by American automakers in the late-1960s and early 1970s, the Charger Daytona can be distinguished from other, lesser Charger models of the era by its sharp, aerodynamic nose cone and its two-foot-tall stabilizer wing over the back of the car.
The new, 2020 Dodge Charger Widebody Daytona 50th Anniversary Edition, released to commemorate the golden anniversary of the original, dons a comparatively unsuspecting look, but that hasn't stopped US dealers from marking it up by thousands of dollars. In fact, website Mopar Insiders has seen evidence of dealer markups as high as $30,000 or more over the US manufacturer suggested retail price.
And it's not like the new Charger Daytona's MSRP is especially low to begin with.
The 2020 Dodge Charger Daytona Widebody is based on the Charger SRT Hellcat Widebody, with a more aggressive tune giving it an extra 10 horsepower, for a total of 717 hp. But apart from some unique pieces of Daytona branding - a rear quarter decal, a dash plaque, seatback embroidery - the 2020 Dodge Charger Daytona is otherwise more-or-less identical to the regular SRT Hellcat Widebody, except that it's far rarer.
Just 501 examples of the 2020 Dodge Charger Daytona Widebody will be sold, with 50 of those earmarked for Canada and the rest for the US. Largely thanks to this rarity, Fiat Chrysler has set an MSRP of $75,635 including destination - $4,495 over the regular Hellcat Widebody's MSRP.
If that wasn't already pricey enough, Mopar Insiders found one dealership asking roughly $108,000 for the new 2020 Dodge Charger Daytona Widebody - a good $34,000 above MSRP, for a car with some subtle cosmetic enhancements and a 1.4-percent power bump. While we can appreciate the Daytona's rarity and brand cachet, that seems remarkably steep given what else $108,000 might buy you instead.
Price-gouging is, unfortunately, not at all uncommon in the US auto market, especially in the case of limited-run, special-edition vehicles like the 2020 Dodge Charger Daytona Widebody. Yet even many regular-edition, mass-produced models see price-gouging, so long as there is enough pent up enthusiasm and demand. Some recent examples include the new Jeep Gladiator pickup, the Toyota Supra, and the mid-engine Chevrolet Corvette C8.