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Medium materiality6/10

Dodge Introduces Red Oxide to 2027 Charger, $695 MSRP, Boosting Personalization

Aug 17, 2026, 1:25 PM EDT1 sourcesAI-analyzed

Why it may matterVerify against the original reporting

Product-level color/price add-on could lift per-vehicle ASP and reinforce demand signals in a competitive segment; historical bets on customization have sometimes boosted margins but scale is uncertain.

AI summary

What happened, with direct paths to the underlying reporting

Stellantis' Dodge brand unveiled Red Oxide, a new dark-red exterior for the 2027 Charger lineup at the Woodward Dream Cruise, with a $695 MSRP. The move follows Purple Haze and reinforces factory personalization as a key brand differentiator. While the impact on near-term profitability is modest, it could modestly lift Charger ASPs and sustain demand in a competitive muscle-car segment.

Dodge adds Red Oxide color to 2027 Charger lineup.
MSRP $695; available to order next month.
Color debuted at Woodward Dream Cruise after Purple Haze.
Supports Dodge personalization push within Stellantis NA.

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