Gold Rush Color to be Discontinued

Discussion in 'Challenger News, Articles and Media Reviews' started by SRT-Tom, Jul 19, 2021.

  1. SRT-Tom

    SRT-Tom Well-Known Member Super Moderator Article Writer

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    A report from Mopar Insiders says Gold Rush will disappear for all Dodge vehicles at the end of July. The source of that information is an internal Dodge communication sent to dealerships advising them of Gold Rush's impending doom.

    Gold Rush is a color that falls somewhere between yellow and pea green while not quite being a bright gold. It debuted for the 2020 Dodge Challenger 50th Anniversary Edition, and for a little while it was exclusive to the Challenger. It was eventually expanded to high performance versions of the Charger.

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  2. 68MOPAR

    68MOPAR Full Access Member

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    I followed a white Challenger last week to the owners home, as I wanted to measure his rear wheel camber. While I was measuring the camber, the garage door opened... An older man emerged from the garage, wide-eyed with his hands atop his head, he yelled... "OMG! My wife and I tried to catch-up to you on Econ Trail, but we got stuck in traffic. That is the most amazing color I've ever seen! What is it called?" I replied; Gold Rush. He continued... "When we got home we began looking at Challenger's online, but couldn't find this color." I informed him that it was originally designated for the 50th Anniversary line only. When I told him that I was thinking about changing the wheels to satin Demon wheels, he replied; "Don't you dare! This car is perfect as-is. Amazing!" Nearly every reply I get is related to online appearance vs actual color. Digital imagery doesn't seem to capture the essence of high-impact colors.

    To those who speculate on why colors are sometimes used beyond their advertised limit, then discontinued... It is because manufactures do not throw away paint. Whatever was ordered is used until the supply is exhausted; regardless of advertised availability. Whatever surplus they have, they use until it is gone. I should know, as I spent 4 years working in the paint department at FoMoCo. As for Gold Rush, it is the flagship color of the 50th Anniversary line.

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    Last edited: Jul 19, 2021
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  3. NC20RT

    NC20RT Full Access Member

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    I know an owner locally that bought a 50th Anniv Edition and he was very upset that the color continued at all. He thought for sure it was a one time unique situation. He'll be happy to hear this news as there probably were not that many made in this color besides the 50th Anniv editions. I sure like it.
     
  4. SRT-Tom

    SRT-Tom Well-Known Member Super Moderator Article Writer

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    Owners of the 2008 Challenger SRT felt the same way about the "exclusive" Hemi-Orange Pearl color that was used for the 2006 Concept. It was also used for the 2009 and 2010 SRT and R/T Challengers.

    That being said, the color is still relatively rare- about 2.5% of all Challengers. Here are the numbers:

    2008- 4,092
    2009- 6,029
    2010- 3,514

    Total- 13,635

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    Last edited: Jul 24, 2021 at 8:16 PM
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