Ahh, the joys of branding and rebranding. Chrysler is no stranger to this. Since its partnership with Fiat it has separated RAM from Dodge (go figure), introduced standalone Fiat stores, and launched a new plan for Street Racing Technology. Chrysler has been pitching SRT as its own brand for the past year. That means separate [...]
Say hello to the new SRT Viper. We’ll still call it a Dodge Viper, but whatever, we’ll let the marketing guys at Chrysler have their branding fun. The new Viper has been rumored for a while. A few years back, prior to Chrysler’s bankruptcy, the Viper’s future was uncertain. Street Racing Technology Chief Executive Officer [...]
With no more large, old-fashioned sedans left available to consumers in 2012, the fleet vehicle marketplace has been undergoing a massive metamorphosis in the United States. Hybrid-propelled taxicabs, purpose-produced police cars, large imported vans, and the increased presence of crossover vehicles has jumbled the automotive offerings for fleet use. Officially added for fleet sale by [...]
The 2013 Dodge (sorry, SRT….) Viper is set for a launch in April at the New York International Auto Show. To build hype for the launch, SRT has put up two teaser photos of the car on its Facebook page. In history of auto teasers they probably rank up there with the most useless. While [...]
When we hear about rear-wheel drive platforms, our ears perk up. That’s because they are the best suited to performance applications. General Motors just launched a new RWD platform Alpha, and it is a scalable architecture designed to support cars like the ATS, CTS and next-generation Chevrolet Camaro. Alpha compliments the larger Zeta platform at [...]
So it’s official; the new Viper will be called an SRT Viper. Despite being sold at Dodge dealers, the car will be part of the company plan to make Street Racing Technology division its own brand. But, in this case we care less about branding than the actual vehicle – the Viper is coming back! [...]
In the muddled order of the Chrysler Group’s brands, Dodge’s stated future mission is to be a performance brand. This ambition has led to a few different conundrums. What about the Journey, Grand Caravan or just released Dart? These are all as mainstream as they come, and in reality that is right where Dodge should [...]
Chrysler/Fiat’s branding strategy is quite curious. They’re doing things right now that is unprecedented in modern times. First of all, they are proliferating individual brands. The Ram truck was split off from Dodge into its own division, complete with its own website – despite being sold in the same dealer. Then you have Street Racing [...]