Any self-titled crazed car nut such as myself will tell you, there’s more to cars than just rubber and metal. No, it’s far deeper than that. It involves a certain level of passion and fanaticism not appreciated by the casual onlooker. No, some folks just have gasoline running through their veins and 5W-30 oil in their heads. It’s a disease, really.
Chrysler ’s SRT division seems to have hit the nail on the head with its latest commercial. It’s all about the brand being more than a brand; it’s about being a legend, making a statement, and having a certain attitude. It embodies the essence of being a car junkie and stirs the souls of gear heads everywhere.
Besides a well-made commercial featuring some of our favorite vehicles, the commercial indicates Chrysler’s intentions of heavily promoting SRT as its own brand or division. It all started with the Viper ’s rebirth in 2013. Moving from under the Dodge branch, the Viper seemingly created its own niche label. Conveniently, the Viper immediately had similarly-badged SRT friends ready to join the party. Although they still sport their own badging, the group of SRT vehicles includes the Dodge Charger and Challenger , the Chrysler 300 , and the famous Jeep Grand Cherokee – all with monstrous V-8s thundering underhood.
With SRT’s growth and increasing recognition, it wouldn’t be unlikely for the division to grow its lineup. Perhaps a slew of SRT4 models would be appropriate — ya know, sporting turbos with crazy boost numbers, manual transmissions and rear-wheel-drive. We already know SRT’s CEO Ralph Gilles has been hearing the SRT fan base screaming for an answer to the Subaru BRZ /Scion FR-S twins. Perhaps commercials like this are our first indication Gilles has something up his gasoline-soaked sleeve.