Behind the Scenes: 2008 Challenger Meets Californian Focus Groups
Nov 7, 2007 at 6:29PMMETRO LOS ANGELES – Near a nondescript building inside an office park just outside Los Angeles, a parking lot started filling up around 7 pm. The sun was setting on the West horizon over the Pacific, but the day was just getting started here.
A handful of local folks from a variety of backgrounds (some rich, some working class, some doctors, some bus drivers, some men, some women, some young, some looking toward retirement) lined up in the lobby of the building, filling out forms.
They’d stepped into the world of market research: you aren’t Patty, Jim, Chintain or Rasheda anymore…you’re now a focus group. Picked through a variety of methods, they were selected to offer opinions on products. Try this breakfast cereal and tell us what you think. Should it be crunchier? Should it be more chocolaty? Or how about this fishing pole…would you use it? What does it say about you if you would?
It’s a wild world of seemingly random questions asked by moderators who seem terribly interested in pretty much anything you have to say. But how interesting can microwave popcorn be? Little did this group know that tonight they’d be getting a glimpse at something several million people would love to have gotten a crack seeing.
We here at Red Letter got to sit in on this particular session, held a few weeks back in Southern California to gather initial impressions of the 2008 Challenger — that’s right, the production version of the 2008 Dodge Challenger. And just for you, we’re going to take you where car companies have traditionally never taken their customers…inside the market research room.
For us, it was pretty exciting. We’ve all been working on this vehicle for a long time and not many Dodge folks have caught a glimpse of the sheet metal that will eventually be hitting the streets next year. For the focus group, it was a chance to make a few bucks. And they started the night with patient eyes and polite smiles sitting around conference tables with snacks and drinks for all.
Stepping around the back corridors of this particular facility makes you a kind of wizard behind the curtain…in every room are people looking at pictures and phrases, with cameras rolling and every word and facial expression being scrutinized by the experts.
Without revealing proprietary information, each group basically starts the night responding to questions asked on this particular evening by a man with a thick British accent. Most are general…what are their tastes? When were they born? Where do they live? Don’t I have a funny accent? (He did actually say that.)
As time wore on, the questions became more specific. And a series of car questions and photos slowly led them to believe this was a car company behind the mirrors. And after a few more, they knew it was Dodge.
At this point, they perked up a bit and talked about the pros and cons of the brand. Some even owned Dodge trucks and cars. The American auto industry was discussed and given pros and cons. But the groups still thought this was just normal research and munched on party mix washed down with some complimentary sodas.
We saw several small groups over a course of days go through the same process. And each time, our British-sounding questioner had an ace up his sleeve and time after time dealt it like a hammer.
“Have you heard of the Challenger?”
For most, they knew of the classic Challenger. And for those of the right age, they perked up at the mention of it, retelling stories of great times from their youth.
“Did you know there is a new Challenger coming out?”
A few knew about the concept debut in Detroit in 2006. But most were surprised to hear about the rebirth. And they generally commented that it would be nice to see a new muscle car.
“Well, you’re going to see that car tonight and tell us what you think.”
As you might expect, the group noticeably sprang to life. You don’t have to be a car nut to enjoy seeing a brand new car. Think of those times when you’ve seen a car on the road that you’ve never seen before. It’s cool. It’s a really cool feeling to take it in, judge it, ponder it and watch it as it departs from view.
These handfuls of people bounced out of their seats and moved to a secure garage in the back, clutching notepads and pens. Sitting nearby were two gentlemen with extremely serious looks on their faces. Their jobs were to ensure nobody — and they meant NOBODY– even thought about taking a picture of the Challenger inside.
(We asked the two if they’d caught anyone trying. “One guy,” the big guy on the right said, unsmiling. His friend on the left didn’t elaborate. We laughed nervously, nodded and shuffled away.)
The groups entered the room to see a black production Challenger sparkling under the lights. Again, we can’t say much…but we can say they were all wide-eyed and gingerly jotting down notes. And again, you don’t have to be a car nut to get a thrill from seeing a car like the Challenger in person. After about five minutes, they were escorted out.
Soon, around the same conference table, the questions began anew. But answers were spirited. Emotions started highlighting their comments. We can’t reveal the crowds reaction, but it’s safe to say everyone had an opinion. People were moved by what they saw. And Challenger burned a definite impression on a new batch of people.
What were their comments and questions? We’re sworn to secrecy…OK, we’ll let you know one comment from a nurse. But don’t tell anyone you heard it here…
After an impressive speech saying how much she liked the appearance, the engine, the interior and the options, she paused for a second. “Oh…and I like the cupholders,” she said.
The room chuckled.
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19 Comments
I want the Challenger Race verson with a 392 if posissble, how do you order it?
I’m happy that today my dealer contacted me with the price and asked me to come to the dealership with my deposit.However, I Want the RACE verson Not the one with the equipt. for the Highway..Does anyone know how to order that one? Idont need a radio,heator or no power except for maybe brakes..
eliminator
I hope they offer a stripped down (ie. radio delete, backseat delete, rubber floor coverings, only manual trans) performance cars today are watered down, too much stuff to distract the driver. I love driving my clapped out V8, rwd ponycar. No nav system, no AC, no leather, no electronic stability program, no power steering, manual trans, and manual brakes. Feeling the road through the car is what makes driving fun. Everyone seems to have forgotten that. Even eco-boxes have nav systems. I would even pay for all that crap if I knew it didnt have to be there…
I have been Jonesing for a Hemi Challenger since I was 15. I’ve had 340 Swingers and Dusters and 318&273 Dusters and Barracudas which I’ve loved but could never afford the ultimate Mopar. I am now retired and will work a part time job just to afford the payments on a new Challenger! Please make it affordable and don’t jack up the price so we can get more of them on the road and get a large aftermarket base to support them.
i’d like to see the v6 challenger get mopar parts like an intercooled supercharger and other perf. up-grades such as brakes and sus-pension. also offer a short throw 6-speed manual. for some of us, it would be a good alternative to the $ure-to-be highly marked-up hemi challenger$!
I HOPE TO SEE THE CHALLENGER KICKING SOME GM BUTT IN PRO STOCK IN THE NEAR FUTURE.
I want one, can’t wait to see the production car at the dealership.I’ve seen the prototype and it’s killer.
Brembo brakes for the R/T please. I hope there was intense focus on that.
go to allpar.com and then click “news and rumors” then “edited news briefs”. the challenger is for sale.. go get it! btw for those that never saw the video… guess this is whats for sale…
http://www.edmunds.com/insideline/do/Features/articleId=120457#24
Woot…. cup holders.I really hope they kept the same gauges as the concept. those were the best i have seen since that new lambo, that only 50 people are getting. anyway, the anxiety is killing me.IF i wait any longer, i may have to break into the research center. The one thing that has surprised me it that it has not been leaked by a magaizne yet.Good Job! (Hmm….Secret mission 092)
I had a hand in building this vehicle and it was done right. That is why it has taken so long to get on the street. Yes, that 6.1 really moves. It is a really nice car, one I think everyone with memories will want. The Mustang is nice but the Challenger is even better.
Most likely it will be set up like the mustang with the 6 and 8 offered. but the 6.1 will be the SRT. All i can say is thats 1 badass car. Hope that they don’t screw it up like fore did the mustang and make the car look good but doesn’t handle very well. Its not a sports car as it is a looker.
soo im assuming that were gonna find out what the price is after thanksgiving?? And then DODGE will let us know the options.
SO DOES ANYONE THINK THEY’LL OFFER THE 392 AS AN SRT??? OR IS THE 6.1 GONNA BE THE SRT???? I’D REALLY LIKE TO SEE THEM PUT OUT THAT 392 EVEN THOUGH IM GONNA GO FOR THE 6.1 I really think this car should have as much power available to buy. They should let the 6.1 out like they did to the 5.7 FIVE YEARS AGO it’s time to set a new bench mark why price gouge on something that you could make more off of makeing it affordable by that i mean the 6.1 should be everywhere in 5 years that’s what im talking about
I want one of these so bad and I have not even sat in it.
Keep the info coming and please do not let dealers inflate cost to the point of turning general public off.
What a tease! Ug.
I can’t wait
Thanks for feeding us a little bit. Hopefully, you can “feed” us more after Thanksgiving as posted in an earlier blog.
Now, how do I get involved in the next focus group? You’ll need some opinions from people on the east coast.
This was a great, interesting article. Thanks for keeping us in the loop with as much info as you can.
Thanks for the insight and keep the news coming. I haven’t this excited since the birth of my daughter 21 years ago..
Very good to see Chrysler maintaining a website like this to allow feedback from the potential buyers of the Challenger. The interior design has really been kept under lock and key. I just hope there is comprehensive insturmentation in the dashboard, and a properly postioned navagation display and infotainment controls, with modern technology like HD radio and SD card compatibility.