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Dodge To Become Performance Brand, Integrate SRT

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2015 Dodge Charger

2015 Dodge Charger

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Fiat Chrysler Automobiles is currently in the process of announcing a new five-year strategy that will see much of its vehicle lineup renewed between now and 2018. There will also be some repositioning of brands, with SRT confirmed to be integrated with Dodge as its in-house tuner and Dodge to become a performance brand.

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This will see SRT’s Viper flagship return to being a Dodge, and various SRT models currently found outside the Dodge brand, such as the Chrysler 300 SRT and Jeep Grand Cherokee SRT, likely discontinued. Current Dodge CEO Tim Kuniskis will oversee the integration, with current SRT boss Ralph Gilles to continue as design chief and motorsports supremo.

“I want to thank Ralph for his dedication to the SRT brand,” FCA CEO Sergio Marchionne said today. “Under Ralph’s leadership, the SRT brand expanded its vehicle lineup to include more highly customized models and received numerous automotive awards and distinctions.”

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Dodge will lose its place as FCA’s mainstream brand. Instead, that role will be served by Chrysler, with Dodge to be repositioned as a sporty brand filled with muscle cars and performance-oriented crossovers.

Below is a rough outline for Dodge’s future over the next couple of years.

2015: Grand Caravan and Avenger to be phased out. Challenger, Charger and Viper to receive updates (including supercharger for SRT Challenger and Charger). No change to Durango.

2016: Dart to receive update and new SRT variant with all-wheel drive and turbo.

2017: Journey to receive new SRT variant with all-wheel drive and turbo.

2018: New compact hatch to be launched alongside new versions of the Challenger and Charger.

To read about the future plans of other FCA brands, hit the links below:

Alfa Romeo
- Chrysler - Ferrari - Fiat - Jeep - Maserati

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