The 1969 Dodge Charger (left)
is widely revered as a muscle car classic. Many muscle car
enthusiasts are upset with DaimlerChrysler's decision to revive
the Charger name on a full-size 4-door
sedan.
Dodge calls the new Charger's
look "modern coupe styling with four-door functionality."
The letter writers and message board denizens call it sacrilege.
Why the discord? These ticked-off muscle car fans say that a
"real" Charger is a swoopy two-door coupe, like the
celebrated 1966-74 models. Never mind that the new Charger R/T
packs up to 350 horsepower, and the soon-to-be-released Charger
SRT-8 will have a walloping 425 ponies of Hemi muscle. Back in the
day, no self-respecting hotfoot would have been caught dead
cruising in a four-door sedan. That was almost as bad as driving
the family station wagon. Likewise, these enthusiasts feel that the
styling of the new four-door isn't "Chargeresque"
enough to carry that hallowed name. The look of the '06
Charger, aggressive and assertive though it is, carries precious
few retro styling cues and does not explicitly pay homage to the
revered late 60's/early 70's originals.
The situation is reminiscent of another recent nostalgic nameplate revival. Pontiac's resurrected GTO suffered a similar enthusiast backlash when it debuted in late 2003 for the 2004 model year. General Motors based the new GTO on the Monaro coupe from Holden, GM's Australian divison. On paper, the car had impeccable muscle car credentials: two-door coupe, rear-wheel drive, 350 hp from a burly 5.7-liter LS1 V8. But its styling, only mildly revised from the Monaro, did not resonate with most American muscle car lovers. In fact, the new look was widely derided as milquetoast, more evocative of a plain vanilla Cavalier or Monte Carlo than the fire-breathing GeeTO Tigers and Ram Air IV Judges of yore.
The striped, scooped, and
spoilered 1970 GTO Judge (left) exudes classic muscle car attitude.
Many modern-day performance-car buyers feel the new model pales in
comparison.
By most any measure, the
2004 GTO floundered in the new-car marketplace. Its base sticker
was around $32K, and the cars were not moving well at that price.
When it became apparent that the new car was a sales dud, many
dealers began offering severe discounts (I know of one '04 GTO
that went out the dealer's door for $25,118, plus tax and
title). Early on, GM had optimistic plans to import around 20,000
GTOs a year. Total 2004 GTO sales strained to reach 13,500 cars.
For 2005, Pontiac tarted up the GTO as best it could, with a
twin-scooped hood, rear fascia with dual exhausts, and a 400-hp LS2
6.0-liter V8. Sales have rebounded, but are still well below
GM's initial expectations. Sadly, the reintroduction of one of
the most revered nameplates in automotive history turned out to be
something of a disappointment.
As the revival of the Charger and GTO demonstrate, trading on nostalgia is often a double-edged sword. Car manufacturers can cash in on their heritage and build a buzz quickly if they mine their past for iconic nameplates, but then they have to deal with the "baggage" that comes with those names. Enthusiasts will complain loudly if the new car doesn't sufficiently live up to its namesake in styling and overall spirit as well as performance. It's a precarious path. Push all the right emotional hot buttons and cover all the bases, and you can come up with a bona fide hit like the retro-flavored 2005 Mustang. Ford is struggling to keep up with demand for the new model, and is on track to sell close to 200,000 copies this year. Get it wrong, and you're stuck with tough-to-sell cars and a tarnished brand image.
Despite indignation over its
name, the Dodge Charger is on track to be a sales
success.
I predict that when the dust
settles, the new Charger will end up being a success. Dodge had
solid reasons for going with the Charger nameplate; their market
research revealed that a remarkable 70% of polled consumers
recognized the Charger name, and an equally high percentage
connected the name to Dodge. Their sales data also showed that
two-door coupes simply don't sell as well as sedans in the
demographic and price range that the new Charger resides. The anger
over the name's unconventional application will likely subside,
as old-school muscle car enthusiasts will grudgingly "get over
it," consoled by the undeniable performance of the
Hemi-powered models. Plus, the same group of hip urban trendsetters
that helped make the Chrysler 300 and Dodge Magnum wagon a success seem to be
connecting to the in-your-face attitude of the Charger, which will
certainly enhance its crossover appeal.
The GTO's future is hazier. The '06 GTO is little-changed from the '05 model, and its sales will likely continue at the same lukewarm pace. A next-generation model that will certainly have flashier styling is in the works, but possibly not until 2008.
To achieve success, it seems that vehicles with storied nameplates like the Charger and GTO must adequately fulfill a litany of conflicting demands: they must live up to the legacy of their namesakes, meet modern safety and emissions standards, hit the right price point, and appeal to both enthusiast and non-enthusiast buyers. Makes me glad I'm not a product planner for the automakers!
A lifelong car enthusiast, Damon Bell joined Consumer Guide® in
2000 as the Acquisitions Editor of Collectible Automobile®
magazine. He transferred into his current role as Consumer
Guide's® Associate Auto Editor in 2003. In addition to his
duties for Consumer Guide,® Damon has worked on several hardcover
books, including Hot Rod Chronicle, Cars of the Classic '30s,
American Cars of the 1950s, and Mighty Muscle Cars.
Previously, Damon was the Engineering Graphics Coordinator at Revell-Monogram, the world's leading model car company.
"Driver's Seat" is a continuation of Consumer Guide® Automotive's IMHO articles. Focused on the auto industry and written by Consumer Guide's® experienced editors, Driver's Seat editorials are intended to provoke thought and present opinions. They are not necessarily the views of Consumer Guide®.