by Stellantis Revives SRT to Enhance the Performance of Its Brands
Stellantis has announced the return of its Street and Racing Technology (SRT) division, which will focus on developing high-performance models for Dodge, Jeep, Ram, and Chrysler. This decision marks a significant step in the company’s strategy, especially for dealers who are anticipating new “flagship” models to attract customers.
SRT, founded back in 1989, became famous for vehicles such as the Dodge Neon SRT-4, Grand Cherokee SRT-8, and Dodge Challenger Hellcat. Although Stellantis suspended SRT operations in 2021, the brand is now returning under the leadership of Tim Kuniskis, who previously headed Dodge. As stated by the head of the Stellantis National Dealer Council, Michael Bettenhausen:
I highly approve of Stellantis’s decision to invest in SRT. It can bring new top-tier models that will boost interest in our brands.
What to Expect from the New SRT Models?
For now, the only modern model bearing the SRT logo remains the Durango SRT Hellcat—a powerful SUV capable of competing with full-size pickups. However, dealers are already counting on the fact that even if not all customers can afford SRT versions, their presence in the news and showrooms will draw attention to other Stellantis brand models.
The return of SRT is not just a marketing move. The company is betting on genuine performance cars that could become the hallmark for Dodge, Jeep, Ram, and Chrysler. Now it remains to be seen whether the new products will meet the expectations of fans of powerful engines and dynamic driving.
In recent years, Stellantis has been actively working on updating its brand lineups, and the revival of SRT could become a key element of this strategy. This is especially relevant for the US market, where powerful and aggressive cars have always been highly popular. If the new models manage to combine with modern trends, such as hybridization, they could find an even larger audience.
