It seems they are, like anyone would, basing their actions on the presence of a learning curve associated with a new production line. Keep the variables to a minimum, learn to produce this car with very few options, perfect the process, then start offering different trim levels, various options once the lines ramp up.

Also, from a marketing standpoint, it doesn't seem to be a leap of faith to suspect that they are counting on having this first wave of Challengers riding around the streets being lusted after in the first half of the year year priming the pump for the big numbers in the second half and following years, right? Second year, sell lots at MSRP with healthy margin for all involved, dealer's happy, Chrysler Happy, consumers happy (to not being paying over MSRP).