Challenger flexes muscle and ousts Camaro at No. 2
Buckle in.
This is about the battle over speed. And muscle. A quiet fight has been raging over which car holds the No. 2 spot in the sports car category.
And now Dodge Challenger has solidly overtaken the legendary Chevrolet Camaro. It had the best year ever in 2018 and continues gaining market share at an astonishing rate, analysts say.
Models named “Demon” and “Hellcat” have led to an impressive presence on Facebook with more than 5.2 million followers. The average buyer age is 51.
These men (and women) drive two-door coupes that go from 0 to 60 mph in 3.4 seconds.
“The first generation of Mustang, Camaro and Challenger are the top collected vehicles in North America and transcend all generations. People have speculated about the death of the American muscle car since the mid-1970s, but the golden age of American muscle is happening right now in terms of horsepower and overall performance,” said Jonathan Klinger, spokesperson for Hagerty, the Traverse City, Michigan-based collector car insurance and valuation company.
“Muscle cars are important to automakers because the owners are the most enthusiastic brand champions for them. Friendly muscle car rivalries are just as fierce amongst owners as they are between the manufacturers,” he said. “If a company wins the heart of an enthusiast through a muscle car, they are likely to also sell them other vehicles, such as trucks and SUVs.”
‘Highly emotional segment’
Trucks generate huge profits for auto companies, money that’s spent on research and development for future products. Sports cars go to legacy. They are about pride and bragging rights.
With Ford continuing to dominate the highly lucrative truck war with its F-Series, the Dearborn-based automaker also is leading the sports car segment with the Ford Mustang, in the U.S. and globally.
“It’s a highly emotional segment,” said Jiyan Cadiz, the Ford Mustang communications manager. “At the end of the day, who’s keeping it exciting?” Chevy isn’t surrendering anytime soon.
“It is a niche segment and we’re determined to compete,” said Lauren Langille, GM spokeswoman. “We’ve made significant gains with our more affordable options and have maintained share with our high-performance models. We expect continued strong momentum throughout the rest of the year.”
She noted that sales remain strong despite fewer buyer incentives.
General Motors is known for its commitment to limited rebates and price breaks.
Over the past decade, Mustang sales appear to remain flat while Camaro has seen a decline and Challenger has seen growth, according to Kelley Blue Book data:
❚ In 2017, Mustang sold 81,866 for 26% market share; Camaro sold 67,940 for 22%; Challenger sold 64,537 for 21%.
❚ In 2018, Mustang sold 75,842 for 28% of market share; Challenger sold 66,716 for 24%; Camaro sold 50,963 for 19%.
❚ In first quarter 2019, Mustang sold 16,917 for 29% of market; Challenger sold 13,431 for 23%; Camaro sold 12,083 for 21%.
“Muscle cars are all about brand image, promotion and profits,” said John McElroy, host of “Autoline After Hours” and a longtime industry observer.
“Gearheads will pay a premium to get the performance they want, and they tend to be die-hard brand loyalists. Muscle cars bring gawkers into the showrooms even if they can’t afford them, giving dealers the opportunity to sell them something else.”
The difference between basic models and fancy “trim packages” is significant. It might be compared to taking the bus rather than flying first class.
Sticker prices on Mustang, Camaro and Challenger can rival Porsche and BMW.
Detroit Three companies say offering a range of sports car prices captures everybody:
❚ Mustang EcoBoost starts at $26,395; Mustang Shelby GT350R can cost up $71,920.
❚ Dodge Challenger SXT starts at $27,845; Dodge Challenger SRT Hellcat Redeye Widebody can reach $96,321.
❚ Camaro LS starts at $25,995; Camaro ZL11LE can cost up to $74,085.
In addition, Dodge has introduced what’s called “buzz models,” which offer twists on current models with fancy trim packages or different engine types. For example, the Challenger SRT Hellcat Redeye allowed Dodge to inject excitement without spending time and money reconfiguring a whole new car.
Challenger just launched its “Stars & Stripes” edition in New York, designed to enhance the company’s relationship with U.S. military service members and their families.