The oldest three-row SUV in its class is outselling expectations and proving that newer isn't always better.
The oldest three-row SUV in its segment has just delivered sales numbers that many of its newer rivals would love to match.
If someone walked into a major automaker's boardroom today and proposed a vehicle like the Dodge Durango, they'd probably be laughed out of the building. It doesn't have giant dashboard screens, hybrid powertrains, or downsized turbocharged engines designed to squeeze out every possible mile per gallon. Yet despite all that—or perhaps because of it—the Durango is selling better than ever.
Dodge sold more than 81,000 Durangos in 2025, a 37% increase over the previous year. The momentum has continued into 2026, with first-quarter sales jumping nearly 50% as more than 20,000 units found homes during the first three months of the year.
What's even more remarkable is that this wasn't fueled by bargain-basement pricing or clearance incentives. This is genuine demand for a vehicle that most manufacturers would have replaced at least twice by now. After all, the current-generation Durango first arrived for the 2011 model year.
So why is it still resonating with buyers?
One major factor is under the hood. The Durango remains the only SUV in its segment still offering a V8 engine, giving it a unique appeal in a market increasingly dominated by smaller turbocharged engines and hybrid systems.
Pricing has also played a role. After previous price increases pushed the SUV higher than many shoppers were willing to go, Dodge adjusted its strategy and made the V8 available across a broader range of trims. That move appears to have paid off.
There's another element that shouldn't be overlooked: simplicity.
Unlike many modern vehicles, the Durango hasn't been overwhelmed by digital technology. Physical buttons still handle many key functions, eliminating the need to navigate through endless touchscreen menus just to adjust basic settings.
Market analyst Karl Brauer believes the Durango appeals to a specific type of customer—someone who isn't particularly interested in the latest automotive technology.
"It's fair to say the Durango is an ideal choice for buyers who aren't attracted to modern high-tech vehicles and everything that comes with them," Brauer said.
In many cases, buyers simply wanted an SUV that felt engaging to drive without features they consider unnecessary complications. The Durango's success isn't the result of dramatic evolution. In many ways, it's succeeding because it stubbornly refused to follow industry trends.
As automakers continue racing toward ever more complex vehicles, the Durango serves as a reminder that a sizable group of customers still values straightforward engineering, proven hardware, and a powerful V8. Judging by the sales numbers, that's a lesson the rest of the industry may want to pay attention to.