Dodge’s Sales Decline
Dodge’s sales dropped a staggering 28% last year, leading to a precarious situation for the brand. In an alarming twist, it was outsold by Chrysler, marking a significant shift in market dynamics.
Model Lineup Shrinks
- Dodge recently discontinued the Hornet, its second best-selling vehicle, which managed to sell 9,365 units.
- The Charger Daytona saw even lower sales, with only 7,421 units sold, averaging about 618 sales per month.
- In contrast, the Challenger achieved impressive numbers, with 27,056 units sold in 2024.
Current Offerings
With the Hornet’s exit, Dodge is left with just two models—matching Chrysler’s lineup, which consists of an aging van and an older version of the same. Chrysler managed to outsell Dodge by 24,446 units despite its less appealing offerings.
Future Prospects
The outlook remains bleak, as Stellantis’ $13 billion investment in America appears largely focused on Jeep and Ram, leaving Dodge in a lurch. There is some hope on the horizon: the next-generation Durango is planned for production at Jefferson Assembly in Detroit, but that won’t begin until 2029. This means the current Durango model could remain in the lineup for nearly two decades.
Durango Sales Performance
Despite its age, the Durango has seen a resurgence in sales, moving 81,168 units last year—a 37% improvement and its best performance since 2005.
Potential Solutions for Dodge
Reviving Dodge may require introducing a legitimate entry-level crossover. Previous attempts with the Hornet and Nitro were essentially rebadged versions of other models and failed to resonate with consumers. A new crossover should ideally be manufactured in North America to avoid the pitfalls faced by the imported Hornet, which struggled due to tariffs.
Product Development Suggestions
A street-focused variant of the redesigned Compass could fit well below the $38,495 Durango. However, it must embody Dodge’s distinct character rather than resembling a diluted Jeep model.
Charger Line Expansion
While the Charger lineup is expected to expand with a new SRT variant, introducing a model below the R/T, which starts at $49,995, could provide more options for customers. The price gap is significant when compared to the 2023 Challenger R/T and the previous Challenger SXT, leaving many potential buyers considering alternatives like Ford’s Mustang, which saw a 3% increase in sales last year to 45,333 units.
