Chrysler comes out fighting with new SRT high-performance brand
Monday 18 July 2011
Chrysler has officially elevated its high-performance SRT badge to a standalone brand, promising to expand the lineup in North America.
The Street and Racing Technology vehicles, sold for some time as special edition models for Chrysler brands such as Chrysler, Dodge and Jeep, will now be sold together under an SRT brand, the Detroit automaker said July 15.
That will put it in direct competition with the high-profile German brands attempting to appeal to wealthy performance car lovers, such as BMW's M Series or Mercedes-Benz's AMG workshop.
The first SRT cars will be drawn from across the Chrysler portfolio, encompassing the 2012 Dodge Challenger SRT8, 2012 Dodge Charger SRT8, 2012 Chrysler 300 SRT8 and 2012 Jeep Grand Cherokee SRT8.
All four of the vehicles which will be available under the SRT brand will feature the same powertrain, a 6.4-liter HEMI V-8 model with more horsepower and more torque than predecessors.
Pricing, as reported by US auto publications, will start from $46,620 for the Dodge Charger, $47,995 for the Chrysler 300 SRT8, $55,295 for the Jeep Grand Cherokee SRT8 and $44,820 for the Dodge Challenger SRT8.
Future models will be added based on five key principles, says Chrysler, including 'awe-inspiring' powertrains, an outstanding ride, handling and capability, benchmark braking, aggressive and functional exteriors and race-inspired and high-performance interiors.
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