Chrysler Brands Its Street And Racing Technology (SRT) Program reports that Chrysler Group’s Dodge division plans to take its SRT marquee to the streets as a sub-brand. The SRT program is a unique factory speed treatment that was originally used mostly for the Dodge Viper, but will now be used to modify Chrysler, Dodge and Jeep vehicles.

Chrysler’s decision to distinguish SRT as a separate division rather a performance program provides it with the many benefits of a brand and ensures that it will receive major marketing attention.

“There was not much marketing for SRT before beyond places like auto shows, but as we go forward we will develop lifestyle programs and events for it — we will reach out more to customers,” said Ralph Gilles, president and CEO of SRT brand and Chrysler’s Motorsports operation. “It will be an actively marketed brand versus something integrated with Dodge, Jeep and Chrysler. As we go forward, we need a place for a performance brand to live.”

Moving forward, SRT vehicles will focus on the engineering necessities of high horsepower and torque ratings, high-end handling dynamics, high-end braking systems, and a strategy that makes the brand both aerodynamically road-hugging and visually identifiable. Mr. Gilles also sees SRT marketed more through Web-based media and viral efforts with a focus on grassroots events to position SRT firmly on the fast track for success.


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