Chrysler refines SRT's power in new lineup
High-end interiors aim for brand appeal beyond the racetrack

Rosamond, Calif. Welcome to SRT 2.0.
Chrysler Group LLC's newest brand ? the performance-oriented Street and Racing Technology ? has a different look, a new feel and a whole lot of power.
SRT vehicles have matured from gutsy, powerful machines ready for weekend track days to cars with high-end interiors, world-class stereos and generally good rides on the highway, in the city, and of course, on the track.
These vehicles will take you to the opera in record time on Friday night and then handle the track Saturday. They're so fast, you won't even have to wait until Sunday to start praying. I found that approaching a hard left turn somewhere around 124 mph was enough for me to scream out His name.
These are all very livable vehicles, says Ralph Gilles, SRT's brand president and top designer at Chrysler Group, at an event this week to test-drive the SRT lineup.
Chrysler recently made SRT a stand-alone brand after years of using SRT to designate a performance trim level.
The current SRT family, which includes the 2012 Chrysler 300 SRT8, the Dodge Charger SRT8, Challenger SRT8 and Jeep Grand Cherokee SRT8, comes with fine-dining road manners, but under each hood is a 470-horsepower 6.4-liter Hemi V-8.
It's this split personality that makes them so appealing and opens them up to a whole new set of customers.
In the past, SRT was more of an amalgamation of vehicles, all sharing enhanced performance but lacking those final finishing features. Oh, those SRTs could go fast, and there was a wildness about them that was fun. But they were not something you'd take home to the family.
Now, these vehicles should have a much wider appeal.
The Jeep Grand Cherokee SRT8 can legitimately contend with the much more expensive Range Rover Sport and BMW X5. The Charger SRT8 can take on the likes of the BMW 5 Series M and the 300 SRT8 can go toe-to-toe with luxury performance sedans.
Big engines, souped-up suspensions and giant brakes are only part of any vehicle. Performance is essential, but it's not the only thing. It needs the real carbon fiber trim along the dash and the 19-speaker Logic 7 Surround Sound System by Harman Kardon that sounds just as good playing Vivaldi as it does Van Halen.
It also needs to be profitable.
SRT has always made money, Gilles says.
Since its inception in 1992 with the introduction of the Dodge Viper, SRT has sold more than 145,000 vehicles. Last year, there was only one SRT model, the Challenger SRT8. But through it all, there remained a loyal customer base.
Enthusiasts are still alive and well, Gilles says.
While these high-performance vehicles will fall under one brand umbrella, they also have to represent the individual brands from which they were derived, a difficult task but something each new model does with a deft touch of power and sophistication.
The Jeep Grand Cherokee SRT8 is an extension of the Jeep brand that pushes the limits of its capabilities, says Jim Morrison, head of Jeep marketing.
It's a dual role for certain, but something these vehicles seem to relish.
SRT will have to stretch the limits of each of Chrysler's core brands while also captivating ? and capturing ? the different type of enthusiasts who might want it.
Meanwhile, Gilles says he will work to create a community of exclusive SRT owners.
We're not going to launch and leave, he says. This is a loyal customer base that we want to develop but keep exclusive.
Gilles and the SRT team will get some help next year, of course, when the next SRT vehicle arrives: The much-anticipated Dodge Viper SRT, a flagship with really sharp teeth.