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-   -   SRT Background & Mission (https://www.challengertalk.com/forums/f36/srt-background-mission-662297/)

Cuda340 10-05-2018 02:06 PM

SRT Background & Mission
 
Did you know that Street & Racing Technology (SRT) began as "Team Viper" to develop the Dodge Viper? It later merged with "Team Prowler," the developers of the Plymouth Prowler, to become Specialty Vehicle Engineering (SVE). This was renamed Performance Vehicle Operations (PVO) in January of 2002. Since all PVO vehicles used the SRT name, the PVO development group was renamed SRT in 2004.

In 2012 Chrysler implemented a plan to turn SRT into a separate brand under the Chrysler Group umbrella. During the 2013 and 2014 model years, the Dodge Viper was sold under the model name SRT Viper. In May 2014, the SRT brand was re-consolidated under Dodge, with former SRT CEO Ralph Gilles continuing as senior vice president of product design and also as the CEO and president of Motorsports.

Here is the SRT Vision:

"SRT creates some of the Chrysler Group's boldest, most distinctive products by single-mindedly following its core vision: Deliver benchmark performance at an affordable price and deliver it with absolute integrity and credibility.

Every SRT vehicle showcases five key aspects:

1. Exterior styling that resonates with the brand image.
2. Race-inspired interiors.
3. World-class ride and handling.
4. Benchmark braking.
5. Standout powertrain."

bwbike 10-05-2018 03:23 PM

:thup: :thup:

2015SXT 10-05-2018 03:36 PM

They could work on that " Affordable" Price thing.

Cuda340 10-05-2018 04:25 PM

Quote:

Originally Posted by 2015SXT (Post 8383421)
They could work on that " Affordable" Price thing.

You have a point. Cars are definitely more expensive. Consider these surprising facts:

2018 Median Income (in U.S.)= $59,055
Cost of 2018 Challenger SRT= $49,495
Percentage of Annual Income= 84%

1971 Median Income= $10,430
Cost of 1971 Hemi Challenger= $4,500
Percentage of Annual Income= 43%

That being said, "affordable" is a relative term. Dodge cars, like the Hellcat, are providing performance comparable to foreign cars costing three or four times more.

https://www.challengertalk.com/forum...-s-car-662327/

A Guy 10-05-2018 06:45 PM

But shag carpet wasn't cheap!

A Guy

MiHiHemi 10-05-2018 06:59 PM

Too bad they've managed to blur the line on SRT lately.

19johned53 10-05-2018 08:14 PM

Quote:

Originally Posted by MiHiHemi (Post 8383503)
Too bad they've managed to blur the line on SRT lately.

Actually, the "line" has been clarified.

Let the SRT team build performance options, put that technology into Dodges, and sell the heck out of them.

The "Brand" concept that SRT was pushing for wasn't working. It didn't generate sales numbers that were expected.

FCA got smart, canned the "Brand" concept, started offering SRT engineered performance options, and sales took off.

The Scat Pack sales proved that FCA made the right move.

Dodge is the brand, SRT is the performance option.

MiHiHemi 10-06-2018 11:25 AM

I agree. Good for Scat guys, bad for SRT fans is all. Helped the heck out of sales though. Bring on an SRT426 and all would be good again :) (and "forged" 392 for you guys)

BlackHemi41 10-06-2018 08:30 PM

This might upset some SRT owners, but I'm going to say it: The line is blurred because there isn't much of a difference. The SRT engineers are still behind the development of the R/T and Scat Pack models, particularly in the chassis. It's been that way for years. Nobody was upset that you could get Super track pack suspension (Bilsteins, sway bars, lower springs, etc) in a 2009 R/T 5.7L. Guess where those components came from? Now look at the 2019 R/T Scat Pack widebody. It's not called an SRT, but the SRT team made it happen, with further suspension upgrades, shock tuning, brakes, etc. They just think it will sell more if they call it an R/T.

Why is that? I think it's because in what was considered the Golden age of the muscle car, there was no SRT. From 1968-71, Scat Pack was the name that they put on the high performance Dodges. 426 Hemi, 440-6 Pack, etc. They were R/Ts and they were the top dogs. In a way, they were the SRTs of their time. Fast forward to today, things like R/T, Scat Pack, Shaker, heritage, etc. resonate with old school fans who remember that era, or are familiar with it. That's what Dodge has noticed, so they are playing the marketing game accordingly.

I'm a MOPAR nut, and I want Dodge's sales to do well. It benefits us because it gives Dodge a reason to keep investing in improvements in their lineup. The way I see it, SRT isn't a 392 engine, a hood, or even much of a brand. SRT is a team of people who make those improvements happen. Then things trickle down and improve the breed.

Cuda340 10-07-2018 05:52 AM

It's all about profits Back in 2008, everyone thought that the Challenger would have a limited 3-4 year run and be a collectible. However, the Challenger has been in production an incredible 12 years (2008-2019). This is because Dodge has done an exceptional job of keeping the Challenger fresh, through many model, performance and appearance options, as well as slick marketing, while keeping the same basic body style.


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