Chrysler has brought performance back in a big way with its SRT brand, launching four new models—the 2012 Dodge Challenger SRT8 392, the 2012 Dodge Charger SRT8, the 2012 Chrysler 300 SRT8, and the 2012 Jeep Grand Cherokee SRT8—but can the company bank on it?
Is SRT awesome or just an anachronism?
As SRT brand CEO told TheDetroitBureau.com last week, the company believes that there’s a business case for large performance cars, and that these vehicles bring buyers into showrooms, and many of those buyers end up buying cars like the Dodge Avenger and Chrysler 200.
In theory, halo cars have always drawn customers into showrooms and auto show displays, and car enthusiasts love them. But in order for halo cars to do more than just attract eyeballs, the rest of the lineup has to be great, as well.