RE: Dearler Markups - The same rules apply.
I think most of us simply do not ant to see the Challenger priced out of our reach and do not resent anyone with money. Historically this car was made & priced for the common man and I think that we would like to see that theme retained. A $35k-40k price tag, in most cases, falls right into what most of us can comfortably accept but when you start to think north of $50k most of us cringe. Hopefully we are anticipating the worst and we won't see markup like the GT500 (for example).
There are amazing cars out there like Lamborghini or high end Ferrari rockets that I may never have a shot at but Challenger is in my reach and DAMMIT it is beautiful. I am OK with some dealer profit as they need to make money but I'll be in a pissy mood if the car is so far out of my grasp that I have to settle for my Wal-Mart remote control one.