The 2015 Dodge Charger is proof positive that image sells cars. When Chrysler announced that there would be a 707 horsepower edition of its full-size family car called the Hellcat, it admitted publicly that there was no real 'business case' for this type of vehicle. Turns out that they were wrong, as SRT badges are flying off the shelves so quickly that Dodge can't build enough Hellcats to keep up with demand.
Chrysler was 'wrong' about the business case for the Hellcat for another reason, too. Having a halo car at the top of the line-up drives interest not just in high performance editions of Dodge's family car, but in fact all of the models down the line from SRT 392 to Scat Pack to R/T to SXT to SE. This is especially true of the redesigned Charger, which steps outside the standard sedan playbook to offer aggressive styling and attitude not often found in a large car with a sub-$30k starting point.