Is Fiat Chrysler making another SRT branding mistake

Discussion in 'SRT Hellcat General Discussions' started by Rob440Magnum, Jul 3, 2015.

  1. Rob440Magnum

    Rob440Magnum Silver Member

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    I think it is a big mistake that only Dodge vehicles will be able to use the SRT name going forward. It started out being named SRT8 and Dodge, Chrysler, and Jeep offered the SRT8 option. Then they tried to say the Viper was not a Dodge but just an SRT and now it is a Dodge again. Now supposedly the Jeep Grand Cherokee SRT will now be called a TrackHawk.

    I think over time the name SRT has built quite a reputation for performance so why be selfish and limit the name to just Dodge vehicles. Jeep and Chrysler are all part of the same family as Dodge so continue to share the performance reputation of SRT and dump the TrackHawk name

    What do you think?
     
  2. kenhebe

    kenhebe Silver Member

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    I agree. I think it is silly for them to make it Dodge specific. Just like how they are Ram Trucks and no longer Dodge Rams. It is just silly to me.
     
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  3. fnkychkn

    fnkychkn swollen member Gold Supporting Member

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    It's all about marketing.
    Doing whatever they feel will give them the best chance at improving market share.
     
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  4. srtfan

    srtfan SRT Hellcat Supporter Gold Supporting Member

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    Myself, I think they are right on target. The biggest killer of any brand is diluting the brand by spreading it too thin. (marketing major, studied brand dilution a lot)

    Other FCA namesakes will still use SRT tech, and the vehicles will say Powered by SRT on them.

    If you want a new, SRT product, you know where to go. Myself, I don't want SRT on everything....I'd rather it stays special and unique, not on every item brand sold.

    Ferrari is a great example of this. The engines in some Ferarri and Masserati's are shared (F136 as example) but they don't go out of their way to say hey, this is a Ferrari under the hood. If you want a Ferrari, you need to buy a Ferrari.

    That's just me though. :)
     
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  5. Rob440Magnum

    Rob440Magnum Silver Member

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    I hear you but they are putting the exact 6.4L Hemi in the Jeep Grand Cherokee that has been called SRT8 and the last 2 years SRT and next year Jeep will use the same 6.4L motor and call it a TrackHawk or they may put the SRT Hellcat motor in a Jeep and call it somethings else.

    Dodge and Jeep are sharing the engines that are supposedly for Dodge SRT Challengers and Chargers but they no longer want to share the SRT name with Jeep. Makes ZERO marketing sense to me!
     
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  6. B5 Blue

    B5 Blue Platinum Member

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    They can call them Desoto as long as its got 707 hp
     
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  7. rayzazoo

    rayzazoo DRIVESRT.COM Gold Supporting Member

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    I still have people confused if it's a Charger or a Challenger.
     
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  8. Hayabusa

    Hayabusa Gold Member

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    I always viewed SRT as a "Mopar thing". Agree that overextending or diluting is brand hara kiri. SRT on Mopar high performance vehicles doesn't fit that bill IMHO.

    Concerning the TrackHawk...just sounds off to me. I can get behind TrailHawk for that vehicle but trying to ride that train with trackHawk is the example of "Brands Gone Wild" that I'd point to.

    Love my '15 SRT GC and also enjoyed the '12 I had. If they go forward with a Hellcat GC I'll be all in. If they call it a TrackHawk I'll be doing some serious debadging and perhaps throwing on a cathead for good measure. :D
     
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  9. MoparProud

    MoparProud Silver Member

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    Much ado about nothing. They want Dodge to be the performance brand, makes sense the performance marque is on them and not others.
     
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  10. RoadwarriorCA

    RoadwarriorCA Gold Member

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    Agree...but a global market.....who knows what FCA is doing....

    "The big news from Chrysler’s SRT works is not a new model, but that SRT is now a separate brand. Much like Ram, Street and Racing Technology has now become a standalone marque of the Chrysler Group. The mission is still the same however, and that’s to make the ultimate performing Chrysler vehicles"
     
  11. RoadwarriorCA

    RoadwarriorCA Gold Member

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    Like the new make-over....avatar and animated gif...:)
     
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  12. ResumeSpeed

    ResumeSpeed Platinum Member Agent 707

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    For the 2016 model year, "Grand Cherokee SRT" will continue with that name. They may still use it for 2017, and use the Trackhawk name for the 6.2 variant.
     
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  13. Rob440Magnum

    Rob440Magnum Silver Member

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    Thanks RS, glad to see they are keeping the SRT name. I still do not like the Trackhawk name for the 6.2L Hellcat Motor. There is still time for Jeep management to change their minds. Dodge changed their mind and removed the SUPERCHARGED badge from the Challenger Hellcat.

    Does anyone have any suggestions for Jeep? I think I would like to see the 6.2L variant named Jeep Grand Cherokee S/C.
     
  14. rayzazoo

    rayzazoo DRIVESRT.COM Gold Supporting Member

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    Bring down the price to original Dodge/SRT prices. I think it'll get called a Hellcat. They were fooling around with names for the Challenger etc, however, during speculation, the Hellcat name grew on customers and is what everyone associated with.

    Jeep Grand Cherokee SRT Hellcat.
     
  15. Rob440Magnum

    Rob440Magnum Silver Member

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    I hope you are right! That is still my first choice.
     

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