DETROIT — The Dodge Challenger is running its own race.
The muscular coupe topped the Ford Mustang and Chevrolet Camaro in 2021 to win the pony car segment for the first time, but Dodge CEO Tim Kuniskis said brand executives aren't waking up every day trying to figure out how they can one-up the competition.
The brand isn't looking to offer the lowest prices with a laser focus on volume. Kuniskis said one of the foundations of the Challenger's success — and Dodge itself — is the ability to market to the many Dodge enthusiasts who are drawn to American muscle and the sense of community that comes with it.
On top of that, Kuniskis pointed to the adroitness of dealerships that have responded to the dearth of inventory during the microchip shortage by building a business model around selling vehicles before they arrive on the lot.