A MAJOR automaker announced the revival of a iconic brand.
Car companies like Chrysler, Dodge, and Jeep are gearing up for the launch.
Stellantis revealed that one of its sub-brands will be making a comeback[/caption]
The sub-brand will be integrated into various brands, including Chrysler, Dodge, Jeep and Ram[/caption]
The sub-brand, SRT, is focused on producing high-performance vehicles[/caption]
On Wednesday, Stellantis announced that it will be bringing back one of its sub-brands, as reported by Motor1.com.
Tim Kuniskis, Ram’s CEO and Stellantis’ head of American brands, will oversee the project, which promises to deliver brand-new models for Dodge, Jeep, Ram, and Chrysler.
The sub-brand, SRT (short for Street and Racing Technology), was a performance division within Stellantis known for creating high-performance vehicles.
Stellantis is bringing back the SRT brand and integrating it across its various brands, rather than having it as a separate entity.
“We’re getting the band back together,” Kuniskis said in a statement.
“SRT is another box we needed to check as we head into a product launch cadence, enabling more performance than we’ve ever seen before.”
“We’re working with our product development and technology organization to select the best engineers in powertrain and vehicle dynamics to build a team worthy of the SRT name,” he added.
Stellantis is first debuted with the iconic Dodge Viper in 1989.
Originally known as “Team Viper,” this group of engineers set the tone for other automakers by designing high-performance and bold vehicles.
Though the official SRT brand wasn’t born until 2004, their early work on vehicles like the Viper and the Dodge Neon SRT-4 left a mark in automotive history.
In 2011, SRT briefly became its own brand before being brought back into development just three years later.
Now, the comeback hints at a new era of raw power and street-ready innovation.
Stellantis CEO Antoino Filosa said the SRT revival is part of a larger strategy to engage with consumers and dial into their vision for the automaker.
“Connecting with our customers, delivering the products and experiences they want, is critical to reaching our full potential,” Filosa said.
Dodge Hornet R/T Plus review
Ben Shimkus, an automotive journalist for The U.S. Sun, test-drove the Hornet. Here are their thoughts:
Pros:
- Exciting driving dynamics: Speedy acceleration and a tight turning radius exude athletic prowess.
- Space: Sizable trunk and ample leg room in the back for adults or children
- High tech: Well-designed infotainment screen with a heavy amount of useful tech – including police warning alarms
- Fun design: Blends Alfa Romeo’s pretty body frames with just the right touch of Dodge-ness. It remains curvy, but muscular.
- Cool seats: The red-stitched seats are exceptionally fun.
Cons:
- Gas intake: The Hornet is less efficient than its road-manner-oriented competitors.
- Noisy: This has to be the loudest battery generator sound I have ever heard on a hybrid.
- Some odd touches: Weirdly placed sunroof and volume knobs take some getting used to.
She also noted that her colleague, Kuniskis, has done the due diligence of really listening to consumers and embodying what they want to see from the car company.
“Tim has proven time and time again that he is masterful at building brands that reach the heart and soul of the customer,” Filosa said.
“We will leverage his energy, his strategic mindset, and his competitive spirit to supercharge all our brand activities,” she added.
The company has yet to announce when car enthusiasts will see a model with SRT features.
They did promise that customers who are looking forward to the brand’s resurrection won’t be disappointed.
Vehicles with SRT will “push the boundaries of power, aerodynamics, handling, and technology, on both the street and the track,” according to Stellantis.
