Interesting discussion. This is my first Dodge (FCA) purchase. Previously FCA vehicles never really came to mind when thinking of a vehicle purchase. The only interest at all in the brand was the Challenger Charger platform due the raw HP available. Luxury, technology, fuel efficiency, reliability, resale value, engineering excellence..were not values I would associate with the brand(s). I doubt that FCA will have the will or resources to seriously address and become market leaders in any of these areas anytime soon. I think they should go with more of the same until they can. Keep with the performance, value, excitement branding. Giving 700+ HP to more of the platforms does this. Even if they don't sell that many of the Hellcat or Red Eye versions doing so brings in sales to the entire line. I'd advise them to sell the Hellcat and Red Eye editions at as much of a discount as possible. The profit is the brand perception that sells the lower level cars. The market for $100k FCA products is too small to expect significant returns. I love the idea of a TrackHawk or Hellcat version of the Durango but am I willing to spend 100K? Probably not. Sell them for less, pump up the brand. Meanwhile work on the next gen and make it really good.