An American performance icon has hit triple-digits.
“The Dodge brand is tearing into its centennial year as America’s mainstream performance brand, celebrating its 100th anniversary on July 1, 2014,” the company stated in a press release. “With the purification of the brand and consolidation with SRT, Dodge is getting back to its performance roots with every single model it offers. The consolidated Dodge and SRT brands will offer a complete lineup of performance vehicles that stand out within their own segments.”
For performance enthusiasts, Dodge is the “mainstream performance” brand within the Chrysler showroom. SRT is positioned as the “ultimate performance” halo of the Dodge brand, “together creating a complete and balanced performance brand with one vision and one voice,” according to the company.
“At Dodge, we don’t make category cars. We make category cars nervous,” said Tim Kuniskis, president and CEO of the Dodge and SRT brands. “Dodge strives to turn everyday vehicles into personal statements. Our vehicles are modern performance cars that deliver that visceral feel that reminds buyers why they fell in love with driving in the first place.”
Driven to innovate and engineer vehicles that are faster, better or smarter and deliver an attitude that was built into the brand by the Dodge brothers themselves a century ago, the brand is looking to build on the technological advancements of the 1930s and ’40s, design evolution of the ’50s, the racing heritage of the ’60s, the horsepower of the ’70s, the efficiency of the ’80s and styling of the ’90s as it looks to the next 100 years, the company noted.
For the 2015 model year, customers can choose from the new Dodge Charger and Challenger, as well as the Dodge Challenger SRT with the Hemi Hellcat engine and its halo Dodge Viper SRT.
The brand’s growing fan base has more than 4 million Facebook followers; the Challenger alone has more than 1.6 million fans. And with 278,000 Twitter followers, the Dodge social channels consistently lead the competitive set in fan engagement.