It wasn’t all that long ago that it was possible to find a fun, sporty car for less than $30,000, but with average new car transaction prices hovering around $50,000, those days feel like a distant memory now in 2026. While his company doesn’t currently have any public plans to build one, Dodge CEO Matt McAlear still believes there’s room for such a car in today’s market.
Speaking with The Drive at this year’s New York International Auto Show, McAlear said, “Yeah, there’s absolutely a market for affordability. There’s a market for affordability in something that nobody else is offering and separates us from the pack.”
McAlear went on to clarify that he couldn’t confirm whether Dodge is or isn’t working on such a car, but he said the brand has an obligation to deliver more affordable vehicles to its dealers and customers. He also noted that, in his view, an affordable vehicle doesn’t mean “cheap,” saying that he’s talking more about a back-to-basics model with attitude.
Dodge has a history of making appealing, powerful vehicles, but its most exciting models have been far from affordable. The V10-powered Viper and more recent models powered by the Hellcat V8 have all sported premium pricing, so it’s unclear how Dodge would approach the less pricey side of the spectrum.
While it’s nice to hear a CEO thinking about affordability for upcoming models, McAlear’s enthusiasm doesn’t mean that Dodge will come up with a sporty new car anytime soon. The brand currently has three models for sale in the United States, one of which, the Hornet SUV, is on death’s doorstep after production ended, and the remaining 2025 models are being sold off with steep discounts.
A new, more affordable car could breathe new life into Dodge’s lineup, but the brand’s customers have so far shown a deep affinity for more muscular engines, which cost more to produce.
