TTAC helps Chrysler go pavlovian

2014 Dodge Challenger

The third-generation Dodge Challenger has always run a distant third in sales to the Ford Mustang and Chevrolet Camaro, arguably because of it is the most extreme caricature of a pony car. The chunky, almost brick-like styling reinforces the coupe’s excessive size and weight.

Even more so than its rivals, the Challenger looks like a fat middle-aged man in bikini swimwear (see further discussion about pony cars here and here).

The current generation has been in production seven years (Wikipedia, 2014), which is arguably long enough for Chrysler to declare victory and discontinue the Challenger in favor a coupe more appropriate to the large LX platform. Instead, a recently announced corporate five-year plan calls for the Challenger to receive a major redesign in 2018 (Kreindler, 2014). That’s a long time away, particularly with forthcoming redesigns of the Mustang and Camaro. What to do?

How about trying the oldest trick in the book — amping up the horsepower race. Behold, the Challenger Hellcat! Of course, very few people will buy a Challenger with more than 700 horsepower. This is a “halo” model that is supposed to imbue the entire line with king-of-the-road gravitas.

In order for the Hellcat to give the Challenger iconic status, it needs a whole lot of loving coverage from the automotive press. Here I was surprised to see The Truth About Cars attempt to give Jalopnik a run for its money by covering the Hellcat introduction like an excitable teenager.

Jack Baruth breathlessly announced an entire “Challenger Week” (2014a) that included a drag race down memory lane (2014b), a reader review of a 2014 R/T model (Luke, 2014), a staff review of a Hellcat (2014c) and a track analysis with a video (2014d). There was even a bonus review of an R/T model equipped with the “Scat Pack,” which Baruth (2014e) recommended that you buy in white so your car will be just as cool as the one in Vanishing Point. I imagine Chrysler is feeling quite happy with Baruth’s latest performance.

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