The Challenger has been a staple of the American muscle car market for a decade and a half. Here's why it's still going strong.
Once in a Lifetime
The retro Challenger-inspired styling has been the most successful automotive design of recent memory because of its unique position in today's market. And that's about not only what it represents to Dodge and FCA, but also what it represents to American muscle car culture.
It Almost Didn't Happen
The Challenger's existence today is almost entirely by chance. It wasn't meant to be anything more than a concept car exercise for Dodge, but when the higher-ups saw the design, they decided to give it a go. Still, they didn't want to start an entirely new development project. So they used the existing architecture of the Mercedes E-Class, which was available to them because of Chrysler's partnership at the time with Daimler, the parent company of Mercedes-Benz.
>>Join the conversation about the Challenger platform right here in the Dodge Forum.
The Challenger's Existence is an Uphill Battle
It's not surprising that upper management did not want it then, and they certainly don't want a new one now! With the difficult circumstances surrounding FCA, they are much more inclined to invest in higher volume, profitable models. A complete redesign for the Challenger would mean getting the axe. The precedent has been set with the Viper. And the way the true gearheads within the company have been able to convince executives to keep the Challenger alive has been by minimizing cost and continuing to produce the same car, with minor updates.
>>Join the conversation about the Challenger platform right here in the Dodge Forum.
Not All Heroes Wear Capes
One of the most influential characters within FCA, and a strong proponent of all things performance is the company's VP of design, Ralph Gilles. If you don't follow him on Instagram, you should! It will give you an idea of just how much of a pure car enthusiast he is. And as a man in a position of power in such a massive global corporation, he has been the voice of us car lovers. And he is an important reason why the Challenger is still in production today.
Photo courtesy of The Verge
>>Join the conversation about the Challenger platform right here in the Dodge Forum.
Timeless Style
And ultimately, the most important factor in the Challenger's success has been its powerful design. As mentioned in the first slide, the retro styling created by designer Micheal Castiglione is the primary reason the Challenger made it from concept to production in the first place. And what makes it timeless is its simplicity and its powerful connection to the nameplate's history.
>>Join the conversation about the Challenger platform right here in the Dodge Forum.
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