Stellantis Has Resurrected A Badge Dealers Are Eager To Sell Again | Carscoops
After a challenging start to the year, the new SRT halo models could serve as a significant boost.
Stellantis is bringing back SRT to enhance performance across Dodge, Jeep, Ram, and Chrysler.
Tim Kuniskis is spearheading this initiative, assuring that there will be authentic halo cars, rather than just rebranded products.
Models such as the Durango SRT Hellcat suggest the excitement that dealers aim to leverage.
The reintroduction of Stellantis’s performance division signifies a pivotal change in the company's approach, and the timing is perfect for dealers. What began in 1989 as a small team developing the original Viper eventually grew into a cornerstone of American performance.
Over time, the Street and Racing Technology division, or SRT, established a reputation with vehicles like the Dodge Neon SRT-4, the Jeep Grand Cherokee SRT-8, and most notably, the Dodge Challenger Hellcat. While Stellantis disbanded SRT in 2021, the brand is now making a comeback, and dealers are eager for it to happen quickly.
Earlier this month, Stellantis announced that they were "getting the band back together" concerning SRT. The performance division will be involved with products from Chrysler, Dodge, Jeep, and Ram. This isn't just a superficial rebranding; Tim Kuniskis, who led Dodge to success, is in charge.
Stellantis National Dealer Council Chairman Michael Bettenhausen expressed to Auto News, “I’m very optimistic about Stellantis investing in SRT, and the potential it has to deliver halo models for, if not all of our brands, at least many of our current models. It’s truly remarkable. I never thought I would see SRT return.”
While it’s unclear what SRT products will specifically entail, the existing model with the badge offers a clue. That model is the impressive Dodge Durango SRT Hellcat, which is immensely fun, incredibly powerful, can carry passengers, and tows like a full-size truck.
The reality is that Stellantis doesn’t need to produce an SRT model for every single customer. Dealers will benefit from having new halo models featured in the news, in showrooms, and on lots. Buyers who desire one but may not meet the criteria will likely be more inclined to explore similar models.
These customers will visit dealers, giving them more opportunities to close sales. Now, it remains to be seen whether these halo models will truly captivate the attention that Stellantis dealers are looking for.
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Stellantis Has Resurrected A Badge Dealers Are Eager To Sell Again | Carscoops
Following a challenging beginning to the year, the new SRT halo models might provide a significant boost.