See that Durango up there with the fire-hydrant-yellow accents? That’s the new Dodge Durango Hellcat Jailbreak. Well, “new” is the wrong word; it’s the same old Durango Hellcat, only you customize its appearance a lot more than you’d otherwise be able to.
Dodge’s “Jailbreak” customization programs is the stuff of enthusiast dreams—a virtually unlocked option sheet allowing buyers access to colors, wheels and other aesthetic elements that are normally tied to certain vehicle trims and option packages. Even outside of diehard circles, this level of personalization is something most shoppers would like to see more of. So, why don’t we?
That’s one of the questions Dodge executives addressed during a Q&A session following a press preview for the new Durango Hellcat Jailbreak and Charger Sixpack. The short answer? Complexity adds cost.
“Limiting combinations, limiting um those type of options is extremely important as you are in a ramp curve and you are launching and you’re bringing a vehicle to market.” Dodge CEO Matt McAlear told us. “You’ll notice we’re not bringing Jailbreak on the LB [Charger]. It would not be the right situation or the right solution for a vehicle like this now.”
“But Durango that has been around for several years and in manufacturing and repetitiveness and proven its quality and the manufacturing team has proven its quality allows us that ability to bring something like this to market at this time.”
It may sound like McAlear is simply patting his manufacturing team on the back, and in a way he is, but the point has merit. With a car that has been in production for as long as the Durango (take your time; this page isn’t going anywhere), you’ve pretty much got it down. That’s why Dodge has been crowing about its recent JD Power results; the Durango makes a kick-ass first impression.
But figuring out how to put the car together consistently is just half of this equation; the additional options cost money even if every other potentially inefficiency is identified and quashed. But McAlear says it’s worth eating a little more up front if it means giving his customers what they want.
“We’re not a ‘needs’ brand,” McAlear said. “We’re a ‘wants’ brand. And people want us because it truly represents who they are and is an extension of that personality on the road.”
And customers who opt for the Jailbreak option will fork over some more cash to do it, so it’s not like Dodge is eating the costs entirely. Plus, given that Dodge is going back to the well once again, it seems that plenty of buyers are willing to do exactly that.
“We win when we differentiate ourselves and give somebody something that’s a true extension of their personality,” he said. “And that’s what separates us, I think, from a lot of cars.”
Got a tip? Let us know at [email protected].
Comments