CHICAGO — Chrysler will bring back the Dodge Challenger this year, a remake of the 1970s “muscle car,” at a time when U.S. consumers are seeking smaller, more fuel-efficient autos.
The Challenger, introduced Wednesday at the Chicago Auto Show, is a rear-wheel-drive coupe that will vie for buyers against Ford’s Mustang and General Motors’ next Chevrolet Camaro, due next year.
Remaking the Challenger is a gamble. After riling some enthusiasts with a four-door revival of its Dodge Charger in 2005, Chrysler is banking on the Challenger to draw customers paying $3 a gallon for gasoline.
“I’ve always loved that car, so as soon as they said they were coming out with it, I said I am going to buy one,” said Jon Wessel, a 52-year-old Springfield, Mo., resident. “I’m not going to miss that era again.”
In April, Chrysler will begin selling a limited-run 2008 model with a 425-horsepower, 6.1-liter, eight-cylinder Hemi engine that gets 18 mpg in highway driving and starts at $38,000.
“While there is a market, the market is limited in size,” said Tom Libby, automotive analyst with J.D. Power & Associates.
Bloomberg News
