Chrysler recently introduced the first product of its relationship with FIAT, the 2013 Dodge Dart. The Dart is based on the Alfa Romeo Giulietta, and is available with many upscale features not offered elsewhere in the segment. They’re clearly attempting a premium position. But does this mean a premium price?
The least expensive model most people will consider, the Dart SXT, checks in at $19,890 with an automatic transmission ($1,100). A 2012 Ford Focus SE with Sport and Convenience Packages and 17-inch wheels (to match the standard size on the Dodge) lists for $21,175, nearly $1,300 more. Adjustments for feature differences shave about $500.
With both the Ford Focus and the Dodge Dart, higher trim levels are actually better values. Especially in the case of the Ford Focus SEL, their higher prices are more than compensated for by their additional features. A loaded Dodge Dart Limited lists for $26,255. A loaded Ford Focus lists for $26,090 in SEL trim and $26,695 in Titanium trim. So all three stickers are within a few hundred dollars.
Adjust for feature differences, though, and the Dodge Dart ends up with a roughly $1,200 advantage (which will grow with Ford’s 2013 price increase) thanks to features you can’t get on the Focus. These include four additional airbags, a heated steering wheel, rearview camera, rear cross-traffic detection, auto-dimming headlights, reconfigurable LCD instrumentation, and power four-way lumbar.
These comparisons have assumed a Dodge Dart with its base engine, a 2.0-liter four-cylinder good for 160 horsepower. The engine in the Focus is virtually identical in size and power. But many Dodge Darts are equipped with a 1.4-liter turbocharged four. This engine also peaks at 160 horsepower, but has a stronger midrange and gets a few more miles-per-gallon (such that it’s fuel economy virtually ties that of the Focus). This engine costs $1,300, so with it the Dart ends up very close in price to the Focus even after adjusting for feature differences.
The Focus has been the most expensive car in the segment. How does the Dart then compare to the 2012 Hyundai Elantra? Oddly enough, not badly. Comparing loaded Limited trim levels of both models, the Dart lists for $1,050 more. But adjust for feature differences, and the Dodge actually ends up $700 lower than the Hyundai. Go easier on the options, and the Hyundai retains a price advantage, but it’s only about $500. Apparently Hyundais aren’t nearly as inexpensive as they used to be.
Judging from these comparisons, the Dodge Dart is close enough in price to both the Ford Focus and the Hyundai Elantra that the decision among them is likely to be based on something other than price.