One of the problems that automakers face with the motor show debut of a new model is what happens to the current iteration on dealer lots – usually, they end up offering hefty incentives until the market introduction of its replacement, but sometimes, that’s not enough to lure in buyers who prefer to wait for the new model.
The Chrysler Group’s Dodge division has come up with a fresh solution to this problem that it will test with the 2014 Charger and Challenger, the redesigned 2015MY replacements of which will be introduced this Wednesday at the New York Auto Show.
The program is dubbed “Double-Up” and in short, it allows customers to lease a 2014 Charger or Challenger for 12 months, and then come back and move into a similarly priced new 2015 Charger or Challenger with the same lease payment. The program excludes the Charger SE and SRT and the Challenger SRT.
“If you have your eye on a new Challenger or Charger, there’s no need to wait for the new models to arrive,” said Tim Kuniskis, Dodge Brand President and CEO, Chrysler Group LLC. “The Dodge Double-Up program lets you drive today’s Charger or Challenger and trade to the 2015 with no increase in payment. This is our way of thanking our loyal Charger and Challenger customers, and extending this offer to any new customers longing to get into one of these iconic muscle cars.”
Dodge says the new program will be offered through end of August 2014. When the 12-month lease is over, customers move into a 36-month lease with no additional down payment on the 2015MY (you can opt for either model, regardless of your initial choice). According to Dodge, “if customers choose to purchase the 2015 model, they will receive $1,000 bonus cash toward the purchase of the vehicle”.
By John Halas