The Viper Is Once Again A Dodge And The SRT Brand Is Dead

[VRYALT3R3D]

Chrysler's experiment of making SRT it's own brand and making the Viper its halo car is done. SRT and the SRT-branded Viper are dead. Long live the Dodge Viper.

Today at Chrysler's huge future product plan news conference, it was announced that SRT would go from being a standalone brand to being included within Dodge as it's performance halo brand.

And with no SRT brand to exist anymore, that leaves the Artist Formerly Known as the SRT Viper without a home. Thankfully, Chrysler is welcoming back the Viper into the Dodge fold. Even if it isn't selling well, there is still a refresh planned for mid-year 2015. Hopefully this reignites the flame under the storied car.

[Voice of Reason]

Soccer Moms everywhere rejoice, you will be able to buy a Journey SRT in 2017!

[ViperSmith]

Bizarre

But really is it anything different than it was now? It is in all systems as a "Dodge Viper"

With one single car they make themselves, the SRT was never really its own "brand"

[VRYALT3R3D]

Soccer Moms everywhere rejoice, you will be able to buy a Journey SRT in 2017!

Hopefully that will get them over the loss of the Grand Caravan.

[Slaughterj]

It was terrible branding from the start, the way the SRT and GTS terms got used. SRT Viper SRT?! Terrible! GTS historically always applied to all coupes to disguish them from the convertibles, then GTS only applied to a subset of coupes, unnecessary confusion! Mindboggling.

[FrgMstr]

LOL! Who did not see that coming? Worked for the trucks with Ram, but that makes sense. I always thought of SRT primary branding was more like Chrysler did not want the Viper "stained" by having Dodge on it rather than Viper lifting the Dodge brand up.

[ViperSmith]

LOL! Who did not see that coming? Worked for the trucks with Ram, but that makes sense. I always thought of SRT primary branding was more like Chrysler did not want the Viper "stained" by having Dodge on it rather than Viper lifting the Dodge brand up.

lol, whenever people asked what my car was I always said "Dodge Viper"

No one knew what SRT was besides people obsessed about SRT's

[FrgMstr]

I think the SRT brand would have had a chance if the Gen V Viper would have been a new car, rather than a further evolution of a twenty year old platform. Then add the mixed message that Slaughterj pointed out above the whole thing got a bit stupid. Even then the damn thing is going to be sold at DODGE dealerships. It is a Dodge. The world knows that and loves it or hates it, no sense trying to confuse people that might be interested in a Gen V.

[MoparBoyy]

Dart SRT!!!

[01sapphirebob]

dart srt!!!

this!!!!!!!!

[daytonprowler]

Dart SRT!!!

Yes, Dart SRT4!

[mjorgensen]

Dart SRT!!!

Now I can afford to own another SRT! :-)

[gerch85]

I never understood the change, it was like ford making svt its own brand

[swexlin]

Dart SRT!!!

I know. Now I'll have upgrade from my 1.4 Turbo/6speed, which I love!

[Bugman Jeff]

Finally. IMO, the whole SRT as a stand alone brand thing was stupid. It made about as much sense as it would if BMW and Mercedes made M and AGM independent brands. Maintaining SRT authorized dealers like Ford does with SVT is fine, but trying to make SRT a whole separate brand when they only have one unique car was a mistake. Now that it'll officially be part of Dodge again, maybe the Viper will get come commercial airplay in the ads showing the rest of the Dodge lineup.

[swexlin]

I always thought it was stupid as well. As I do with Ram - they are DODGE Ram Trucks to me. I've had 3.

[rw99]

...perhaps more interesting to consider what this means, if anything, to the SRT-specific motorsports efforts.

One assumes Ralph just undergoes a title change, I think. Most important to us: Viper lives on!

[pony23]

Looks like SRT is being integrated into dodge. Hmmmmmm.

http://www.motorauthority.com/news/1...-integrate-srt

[Policy Limits]

Funny. The MSO, title, registration, insurance card, and tax bill all said Dodge right along anyway.

[IndyRon]

...perhaps more interesting to consider what this means, if anything, to the SRT-specific motorsports efforts.

One assumes Ralph just undergoes a title change, I think. Most important to us: Viper lives on!

The little Mid-cycle refresh symbol over the Viper timeline for 2015 means 100x more to me than whether the car is branded as SRT or Dodge. C'mon new and aggressive front fascia and widebody! C'mon ACR!

[Policy Limits]

Bet they announce the details at the upcoming event in Detroit.

[Thawk97]

Documentation there that the Viper is getting some kind of 2015 refresh even though we haven't seen it yet

[ACRucrazy]

C'mon new and aggressive front fascia and widebody! C'mon ACR!

This...

Also no more JGC SRT? Is this because they didn't really sell? Or what? I think it's an awesome vehicle. I think it's also priced out of the GC segment. Journey just needs to go away.. All of it. I have no idea why, but SRT & Journey should never be used in the same sentence.

[FrgMstr]

http://driveviper.com/forums/threads...-Brand-Is-Dead

[01sapphirebob]

The little Mid-cycle refresh symbol over the Viper timeline for 2015 means 100x more to me than whether the car is branded as SRT or Dodge. C'mon new and aggressive front fascia and widebody! C'mon ACR!

Im pretty sure it wont be either of these.