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Chrysler Confident About Brisk Sales for Challenger

Posted by: David Kiley on December 6, 2007


Chrysler says it took in more than 4,300 orders the first day it opened up the books for its new 2008 Dodge Challenger SRT8®. Now, don’t get hysterical. Dealers were stockpiling orders from muscle car fans for some time.

To these eyes, the Challenger is not going to be slam-dunk over however many years Chrysler plans to sell the car.

Still, said Mark Mallie, the Challenger brand manager, “This is unprecedented…Customers were actually coming to us and pushing us, so we thought this was a good time to take pre-sale.”

The car comes out at a time when the country is starting to look more closely at vehicles that gobble gas. And unlike Chevy’s forthcoming Camaro, the Challenger is almost too close an homage to the orginal. To me, that could foretell an early wear-out factor for the Challenger.

Chrysler hasn’t said what the volume projection are. But in a previous chat I had with Chrysler vice chairman Tom Lasorda, the sales forecast for the business case to build the car was conservative. I have heard perhaps 30,000 a year, and Chrysler can call it a success, if not a runaway.

Lasorda more than learned his lesson with the outlandish volume projections of the Dodge Magnum, which is built on the same platform as the Challenger. The Magnum, while a fav of some journalists, has been a bust with the public.

Reader Comments


December 6, 2007 8:22 PM

I recall the first Challenger rather well. And with my further training as what a car should offer, the thing was a rolling embarrassment. Fat, sloppy, terrible interior quality with special emphasis on those lousy massive plastic door panels. One could not use enough screws to keep them attached.

And then there were the water leaks, squeaks and rattles, dash shudder, distorted glass, lousy ride and other features--not exclusive to Chrysler, but somewhat perfected.

That there are the mini-brained tattooed macho males out there lining up for more of this kind of thing to feed their failing egos and puff up their shrunken 'manhood', well, what can one say other than "ONLY IN AMERICA". Cheaper, safer, and just as ineffective are the pills and liquids so heavily pushed, the crap advertised in the so-called 'Car Books--(lotsa pics and very little print to suit the 'readers') ie: M/T, R/T/C/D, etc.

I'd say "Restore the Draft" and instill/install some degree of self-discipline in the last few crops of functional morons.

Heather L Ziegenfelder

December 7, 2007 7:41 AM

My brother owned a 71 Challenger with a 383 ci Magnum engine. He has been waiting for the rear wheel drive muscle car to come back to Chrysler and This car is it!!In reference to the volume of sales, this car is a niche car not a mass production vanilla car. Chrysler can hopefully achieve profitability by becoming "niche rich"!!!!!


December 7, 2007 3:23 PM


What a moronic response! You sound like an embittered, lonely nerd, that never excelled at anything or had any friends. I suspect you are jealous of those that you consider "the mini-brained tattooed macho males out there lining up for more of this kind of thing to feed their failing egos and puff up their shrunken 'manhood'" becuse they kicked your a@@ daily at school. I have an advanced degree, and no tatoos, and I aspire to add a Challenger to my collection. The crudeness of the original Challenger you refer to was probably about par for any vehicle in the seventies, Japanesse and Europeon rides included. I Challenge you to find ANY Toyonda or other Japanese car from the early 70's that runs or hasn't rusted away to oblivian. There are thousands of beautifully restored and original examples of 70's American iron that are driven daily and can be seen in numerous car shows across the country. Anyone that considers themself an American could only wish for the success of this car, the Camaro and other exciting products from the Big 3. It contributes to a sound domestic economy that benefits us all regardless of profession. You are entitled to your opinion, but perhaps you aren't an American or your a just simply a jerk!


December 23, 2007 9:38 PM


Temper, temper little man. Your unjustified biases are showing. I too have an 'advanced degree', a very good one and it it has served me very well in an unusual line of work.

Your use of the words 'moron' and 'jerk' remind me of the olde adage that it takes one to know one. And, buddy, you qualify. But you are no judge of people or vehicles fit for use. You failed miserably in your assessment of me.

And yes, I am entitled to my opinion as are you to yours. But there are differences in their value. I base mine on facts. You are using bluster, rage, innuendo, typical of one who feels trapped by stupid your remarks and ashamed.

Welcome to your crudely designed and built Challengers and may you see the errors in your ways. Doubtful.


January 3, 2008 12:07 PM

I love that SRT8,it actually looks better than the original Challenger.However,I did read on a website recently that the price for the top of the line model,the SRT8 was going to be in the 37,000 range.

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