Typically the niche cars are never intended to be money makers. They are used to draw people into the show rooms and considered advertising costs. Minivans, 4-door sedans and the econo-boxes are. The margin on the Challengers for Chrysler is probably fairly minimal which would explain the hard line they are taking at the dealerships. But with Chrysler annoucing an increase in the Challenger's MSRP maybe they are planning on making it a profit generator.