More than 60 percent of its customers come from Gen-X or Millennials.
In 2019, Dodge stated that the Challenger was the most popular muscle car, and it seems that younger customers have sought out other Dodge models. According to a new report by Muscle Cars and Trucks, Dodge claims it has the “youngest demographic in the industry,” which is driving strong sales across its entire lineup. Matt McAlear, Head of Dodge Brand Sales Operations, said that more than 60 percent of its customers were Gen-X or Millennials.
McAlear says that the brand’s younger buyers make it a more diverse brand. According to McAlear, it is the second-most popular brand among Asian, Hispanic and African American car-buyers. Although Dodge may not have the most models on offer, it has a large selection. Dodge has both efficient V6 engines and high-horsepower V8s within the same vehicle. It also offers a range of powertrains between them.
McAlear pointed out that 2019’s sales are already exceeding those of 2019. McAlear noted that last year’s sales were affected by the coronavirus. However, the continuing chip shortage could affect this year’s numbers. This report follows last week’s news that Dodge’s competitors – Ford Mustang buyers, who are the best-selling sports car for two consecutive years – are becoming grayer around their temples.
McAlear points out that Dodge advertises Hellcat and SRT models, but over half of its cars are equipped with V6 engines. Dodge’s hot rod attitude was most evident in the Durango SUV. The brand added a Hellcat variant with a 710-horsepower (529 kilowatts) engine for the model year 2021. This SUV is the most powerful in the world at a time when SUVs and crossovers are everywhere.
It will be fascinating to see Dodge evolve over the next decade, as automakers place a greater emphasis on electric cars. This will definitely upend the current lineup.