Remember years ago when “Limited” numbers meant that it was going to be produced in small quantities? Nowadays every company out there produces a “Limited Edition” something or other. Automotive manufacturers are notorious for this. Take the current crop of “Limited Edition” vehicles for the 2010-2011 model year.
Chrysler for example, is releasing a limited edition Dodge Challenger R/T and SRT8, in a new color called, “Furious Fuchsia”. These models will also come with a new Pearl White leather interior to celebrate the Challengers 40th Anniversary. They say that only 400 of these bright beasties will be produced, but my gut tells me otherwise. You see in this day and age the idea of a limited addition anything doesn’t really fly from a dollars and cents point of view.
For instance, say that all 400 of these purple… sorry, I mean “Furious Fuchsia”, Challengers sell out immediately, do you honestly think Chrysler wouldn’t take advantage of the situation and issue a statement a week later stating that, “Due to the overwhelming demand we will be producing another “XXX” to satisfy customer needs…”. Of course they would and in the process of doing so, devaluing their brand.
Automakers have been doing this for years in the hopes that people will buy these “Limited Edition” products. Unfortunately for the consumer, it will be years later before they finally figure out that what was once claimed to be exclusive was really just another low brow sales tactic.
Nissan and Scion are also following suit by offering a 40th Anniversary Edition Nissan 370Z and a 2010 Scion tC Release 6.0. The only options featured on the Nissan that you can’t get on any other model are the custom 19” alloy wheels and custom embroidered interior. Otherwise everything else is stock 370z. The same goes for the Scion. In this case though, they only come in blue and feature audio upgrades. Limited Edition vehicles have now been reduced to marketing exercises, nothing more.
Source: The New York Times