New 2013 Viper to inaugurate independent SRT brand image

Chrysler will launch a new brand next year when it will introduce the 2013 Viper, as the super car will wear the SRT logo instead of the Dodge nameplate.

So far a sub-brand for Chrysler Group’s performance vehicles, SRT (Street and Racing Technology) will become a brand of its own. Sold as a Dodge between 1992 and 2010, the Viper will be reintroduced next year as SRT Viper and will be built at the same Conner Avenue Assembly Plant in Detroit. Chrysler will reopen the plant which has been idled in 2010 and will employ 150 hourly and salaried workers.

“Spiritually, it will always be known as a Dodge, obviously, but we are going to market it as an SRT because there are many customers we’re going after that probably would not come at us through the Dodge channel,” Ralph Gilles, president and CEO of Chrysler’s SRT brand, told the Detroit Free Press. “We want to appeal to our current owners, and we want to go after a new base of customers as well,” he added.

The SRT nameplate was first introduced in 2003 on the Dodge Viper SRT10. Now Chrysler aims to transform SRT into a line of exclusive vehicles. “Every brand needs a halo car, and that is the ultimate machine right there,” Gilles said.