At the moment someone with or looking for something challenger like will probably also have a truck (or some form of SUV) and store the challenger in the garage over winter. Save them from killing themselves with loss of traction and also saves the car from being destroyed by salt (where used) or stone chips. At least that's the case around here.
I guess the aim is, as you say, to allow people to use it year round. Some will get it, wipe others will still have a Ram truck for winter use.
I don't know why everyone thinks it's the US that's pickup mad, I drove through a surburb of Hinton the other month in Alberta and the only houses which didn't have 1 Pickup on the drive had 2 It was nuts!