Chrysler Kills SRT As Stand-Alone Brand, Announces Dart SRT

Posted by Jeff Perez   

@ BOLD RIDE                        

Near the end of 2012, or so, Chrysler announced plans to separate SRT as the performance brand to Dodge.

 This move was coordinated to allow SRT to explore projects more independently (while still working directly with Chrysler products).

 Only one car called the dedicated performance brand home (Viper), and now the Street and Racing Technology brand is dead.

According to a report from Jalopnik, Chrysler’s failed standalone brand experiment will be coming back in house as the official performance arm of Dodge and other Chrysler products.

 The Viper will use the Dodge moniker once again, along with any upcoming products SRT had scheduled (read: Barracuda).

 

While this may seem like bad news for (former) CEO Ralph Gilles and his team, it is good news for Dodge. What was nearly a brand lost in time is seeming to return to stardom with upcoming new vehicles like the Dart SRT, the Charger and the Challenger, and the return of the beloved Viper.

 As for other SRT branded Chrysler products like the Grand Cherokee SRT and 300 SRT, the verdict is still out on whether those will continue on, or be ended for good.