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December 14, 2011

SRT Viper Sheds Dodge Brand Name

It is not surprising that the 2013 SRT Viper will shed the Dodge name and become the halo car for Chrysler's now stand-alone SRT brand.

The Viper will essentially become the face of the SRT brand and be built in the U.S. by hand, sharing no parts with Maserti or Ferrari.

It is also the first SRT branded product.

MotorAuthority assured readers that the Viper will "continue to be a serious, performance-focused driver's car without the dilution of more practical, mundane concerns that might be introduced if it were not under the sole dominion of the boutique brand."

This is exactly the positioning Chrysler would want. The SRT brand name allows room for the company to build car lovers' cars.

Is this true?

Well, I didn't perceive the old Dodge Vipers as being a type of family car. But the SRT moniker gives it even more cred.

Car and Driver weighed in on subject, stating "As long as the brute is powered by a heart-stoppingly powerful V-10, then we don't particularly care what it's called."

The brand name change allows for those who are into fast cars to get what they want, while those who are more brand conscious also get a boutique-style bonus.

Jalopnik came to an interesting realization stating, "let me get this straight - since Fiat's taken over they've now added three new brand sales channels? Yes, the Italians are monuments to efficiency, aren't they?"

Well, yes.

The Dodge brand has been greatly streamlined, thank you. Look at the way they have moved Ram away from the brand and now created a space for American sports car lovers to invest in a super brand.

The SRT brand strategy is actually very European.

As KickingTires points out, "SRT works similarly to BMW's M brand or Mercedes' AMG brand. Models like the 2012 Grand Cherokee SRT8 or Chrysler 300 SRT8 feature race-inspired performance parts and exterior/interior looks."

Selling everything from family cars to trucks to high-end sports cars all under the Dodge nameplate would sacrifice identity for efficiency, so in fact this is a wise branding move.

Technorati Tags: Dodge, SRT, Chrysler, Viper, Automotive, Branding, Naming

Posted by William Lozito at December 14, 2011 8:01 AM
Posted to Automotive | Brand Naming | Branding | Marketing | Naming | Product Naming

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