The New SRT brand

  • Thread starter Thread starter SuperShouden
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BKGlover
Well now...that clears things up a bit. I still question why they felt the need to do this, and why SRT? Mopar would have made more sense to me, but having pretty much everything rely on one car and a website seems quite knuckle-headed. Sounds now like this may impact them like Edsel did Ford way back when, or worse.
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Well as a mopar fan I hope not, as someone that tries to be a realist I think it's just a harsh truth that they were too late to try and do this and not really seeing why this was necessary.

We'll see what happens the SRT performance option doesn't seem to be going away, just the money and investments of trying to actually make it it's own brand.
 
Keeping SRT and sending the resources not related to their job will probably help eventually, it may even do it in short order, but cutting a brand does have some setbacks no matter the size. We'll just have to see how big and how FCA deals.
 
Basically, yes.

It happens from time to time, usually with American products, and the time period is either forgotten commonly or mocked regularly. LMS made the AMG comparison, but I don't think that's fair to AMG. I'd compare it more to the M Division, except you don't see BMW trying to make an M exclusive line-up.

It is the first time in a while something like this has come up, though, as the last step-out brand I can think of was Continental, originally and returned to Lincoln, back in the 60's.
 
I felt like this was inevitable. 'Dodge Viper' had brand equity/cache. It was almost like 'Shelby Cobra.' Viper was obviously the more important of the two names, but I seldom here 'Viper' without 'Dodge' associated with it. I've never heard anyone say 'SRT Viper.' SRT is another rather clinical sounding acronym that doesn't seem to match the emotive, visceral, and sort of legendary history that is the Viper. I'm glad the brand has died, personally.

(I realize other cars were being marketed under the SRT brand, but those were arguably even less suited to be dragged to a entirely different division just for performance tweaks.)
 
I don't think that will happen. Unlike the SRT cars, Rams have been in production in 3 decades or so (if I remember right), and have a gigantic amount of followers/owners who have continued to buy them because they come in a large selection of trucks. It's an easier truck to market as its own brand than a small selection of factory-modified cars.
 
McLaren
I don't think that will happen. Unlike the SRT cars, Rams have been in production in 3 decades or so (if I remember right), and have a gigantic amount of followers/owners who have continued to buy them because they come in a large selection of trucks. It's an easier truck to market as its own brand than a small selection of factory-modified cars.
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I mean the Ram marque. Rams should be Dodge Rams. Not, Ram Rams.
 
RAM sells well, they can be on their own and do well.
SRT was just a high-perf division of dodge/chrysler. It was basically making a new company just to sell the highest performing trim level of a model sold by a different company.

Lister_Storm
I mean the Ram marque. Rams should be Dodge Rams. Not, Ram Rams.
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They're not RAM RAMs...]
 
Exactly. The name represents both the marque & model, sort of how Monaco represents both the principality & the capital. There's a term for this, but I've long forgotten it.
 
BKGlover
Keeping SRT and sending the resources not related to their job will probably help eventually, it may even do it in short order, but cutting a brand does have some setbacks no matter the size. We'll just have to see how big and how FCA deals.
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The way Fiat-Chrysler appears to be handling things with Dodge, it sounds like the majority of the SRT engineers will stay in-house with them, and a few may get sent over to the "Skunkworks" at Alfa-Romeo.
 
McLaren
Exactly. The name represents both the marque & model, sort of how Monaco represents both the principality & the capital. There's a term for this, but I've long forgotten it.
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Yeah, the model name is 1500. I was meaning it to be Ram 1500s and Dodge Ram 1500s. But as Lee said, they're making good pick-ups and are selling well, so good for them. 👍
 
It's all nonsense, trying to make a certain model of a brand it's own brand. It's like they were trying to make Fiat/Chrysler look bigger by having more brands. Glad to see it be called the Dodge Viper again. Will its full name be the Dodge Viper SRT-10 GTS?
 
The RAM/Dodge split makes more sense for the general population, and it all comes down to different marketing. They wanted Dodge to appeal to one market, and that market frowns upon trucks, and the truck buyers really don't normally care about anything not a truck or SUV, so they split them there, make RAMs the workers and Dodges the toys, to oversimplify. The Caravan is the straggler on both sides, but it will be gone as is, leaving the T&C and the Tradesman, so that will fix itself. SRT didn't really have a definite independent stand, so it never took off as opposed to RAM.

I have hell calling them RAM too, but maybe now we can get an RAM SRT?
 
Hahaha, great news. I always thought it was a stupid, and confusing idea.

It's like Toyota changing their performance models (*model) to TRD, Subaru to STi etc.
 

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