Dodge Dart Made-to-Order

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The hope is that by offering maximum customization the Dart will appeal to a younger demographic.

he name isn’t the only thing about the new Dodge Dart that harkens back to bygone days. It’s also being offered with an array of options, about 100,000 to be more precise. It’s been quite a while since car buyers could choose the specific options they wanted with their cars. For the last 30 years or so automakers have been “packaging” options, leaving customers with only two or three different choices, let alone 100,000.

Contrary to what you might think, Dodge isn’t doing this out of nostalgia, but rather as a way to attract younger buyers, who have lately been avoiding buying cars in droves. 

The hope is that by offering maximum customization they will appeal to a younger demographic, but whether this strategy proves sound or just a misguided response to market research remains to be seen.

Among the customizable features on the Dart are 12 color options, seven wheel styles, and a choice of digital display or analog dials in the dashboard.

Many in the industry are viewing this move as flawed and think that consumers will be overwhelmed by too many choices. We don’t think too many choices is a bad thing, we’re just not sure that it’s going to lure anyone into a dealership.

Of course, if the car does well it will be seen as a bold, brilliant move. But if it fails some heads will surely roll, and you won’t be seeing 100,000 option choices ever again.