Too much of a good thing can sometimes be bad. Take the Japanese manufacturers, for example. Toyota, Honda and others have long demonstrated that narrowing down the choices new car customers have to make both decreases confusion and increases profitability. It also makes dealers happier.
That’s because while it may be nice picking and choosing among dozens of options, it can prolong the buying process and even confuse the customer. Building ten different variations instead of three hundred also makes a vehicle simpler to assemble, cutting down on waste and adding to an automaker’s bottom line.
Finally, dealers don’t like being stuck with a model that’s difficult to sell because it either has too much or too little equipment.
Earlier today, Chrysler’s Dodge brand took a small step in what its dealers surely consider to be the right direction by announcing two “Special Edition” packages for both the Dart SXT and Dart Limited models and a new “Rally Appearance Group” for the Dart SXT.
“These new Dodge Dart Special Edition packages show how we’re listening to our customers,” said Tim Kuniskis, President and CEO, Dodge Brand. “Since we launched the all-new Dart last June, we’ve been able to see how customers are ordering their Darts, and as a result, we have simplified our offerings to meet their requests – allowing us to offer them an even better value in the process.”
2013 Dodge Dart SXT Special Edition
The 2013 Dodge Dart SXT Special Edition package has an MSRP of $595 which translates to a starting price of $19,481for the Dodge Dart SXT Special Edition. It will feature all the standard equipment of the SXT model, which includes, among other things, a 2.0-liter 160 horsepower Tigershark 4-cylinder engine, power windows, power locks, remote keyless entry, power mirrors, air conditioning, 60/40 split folding rear seat and 17-inch alloy wheels.
The new package adds such goodies as a black crosshair grille, dark tinted projector headlamps, projector fog lamps, LED “racetrack” tail lamps, dual exhaust, Chrysler’s Uconnect Voice Command with Bluetooth, leather-wrapped steering wheel, cruise control, steering-wheel mounted audio controls, front-passenger seat in-seat storage, remote start (automatic tranny only), USB port, auto-dimming rearview mirror with microphone, overhead console, 12-volt auxiliary power outlet, trip computer, vehicle information center, active grille shutters and an underbody aero treatment.
The SXT Rallye Appearance Group can be stacked on top of the Special Edition package and, for an MSRP of $395, adds a black front fascia, Rallye badge and 17-inch “Hyper Black” alloy wheels.
2013 Dodge Dart Limited Special Edition
The 2013 Dodge Dart Limited already comes with a higher level of standard features (with, among other things, bright grille and door handles, projector fog lamps, power heated mirrors, 8.4-inch Uconnect touch screen, back-up camera, 7-inch color TFT LED instrument cluster display, leather-wrapped wheel with audio and speed control, IP accent stitching, power driver’s seat, overhead console, illuminated front cup holders and vanity mirrors, temperature and compass gauge, power front windows with one-touch up/down, ambient LED interior lighting, automatic headlamps, active grille shutters and an underbody aerodynamic treatment) at a starting MSRP of $20,890. For an additional $1,810, the Limited’s “Special Edition” package means the Limited Special will MSRP for $22,700.
For the additional eighteen hundred and change, buyers will be treated to Nappa Leather seats (heated in front), a heated steering wheel, power sunroof, “racetrack” LED taillamps, Sirius/XM Satellite radio, Sirius/XM Travel Link, Uconnect 8.4-inch touch screen with Garmin navigation, dual-zone automatic climate control, remote start and a universal garage door opener.
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