Dodge dealers are expected to generate significant profits from the sale of the new 2024 Charger Daytona EV, with potential earnings of thousands of dollars per vehicle sold, according to a report from Cars Direct. The report highlights a substantial difference between the invoice price, the amount dealers pay Dodge, and the Manufacturer’s Suggested Retail Price (MSRP) for the new electric muscle car.
For instance, the base Charger Daytona has a before-options MSRP of $57,995, while its invoice price is $55,096. This results in a potential profit of $2,899 per unit if sold at MSRP. By comparison, the invoice-to-MSRP difference for the 2023 Challenger SXT is only $607. Dealers selling the sportier Scat Pack variant of the Daytona, priced at an invoice of $61,746, could see profits of up to $3,246 per car. However, as is common with high-demand vehicles, dealers may add markups, with one dealership in Scottsdale, Arizona, indicating a markup of at least $10,000 on the Daytona.
While the report suggests that Dodge may have intentionally priced the Charger Daytona to account for dealer profit and reduce reliance on markups, this strategy has not fully prevented additional price increases at some dealerships. The impact of such markups on consumer demand and the long-term sales of the Daytona EV remains uncertain.
Dodge is also offering financing incentives, including lease deals starting at $549 per month and 0% APR for up to 72 months, making the vehicle more attractive to buyers who can avoid steep markups. However, as interest in the electric version of the Charger grows, its pricing dynamics will likely continue to evolve.
Source: Carsdirect
