Chrysler launched first US-wide ad campaign for SRT brand [w/video]

Article by Anita Panait, on June 17, 2013

Chrysler Group has launched the first United States-wide advertising for its SRT performance brand. The campaign dubbed "Body and Soul" was rolled out June 8, 2013, and will continue throughout summer via 30-, 60- and 90-second commercial spots on cable TV. The carmaker has also launched an extended version of a commercial on SRT's YouTube channel.

SRT -- referring to Street and Racing Technology -- is the named bestowed to the Viper as well as to performance versions of the Jeep Grand Cherokee, Chrysler 300 and Dodge Challenger and Charger. In a statement, SRT brand chief Ralph Gilles remarked that the launch of the advertising campaign marks "a significant step forward" for SRT and establishes the brand's legacy as a vital component of the company.

The ads begin by flashing childhood images that seems to pay homage to the '60s and early '70s -- the muscle cars were as popular as ever. Then the ads ask the question:  “How can we desire a machine more than a human being?" In a statement, Olivier Francois, chief marketing officer for Fiat and Chrysler, remarked that they wanted to infuse their first-ever SRT creative campaign with “grit, beauty, longing, desire and nostalgia” for auto tradition and history as well as “give a nod” to the relationship between the machine and its maker. 

Chrysler posted a 9-percent surge in sales in the US in the first five months of 2013. Analysts say that the brand image, “cool factor and cachet” provided by the SRT line and other performance models outweigh the limited sales volumes.  They noted that some performance brands like the BMW's M badge and Mercedes-Benz's AMG line could create considerable profits.

The brand-new 2013 SRT Viper was introduced at the 2012 New York International Auto Show, commemorating its eagerly expected homecoming to the high-performing sports car sector.

The fifth generation of the exemplary two-seated, US-built supercar has been consciously changed to integrate high-class artistry, a range of new technologies, and ergonomic enhancements while regarding its intuitive heritage of complete performance.

For the 2013 model year, two new iconic supercar models will be built by hand at the Conner Avenue production plant in Detroit, which has been the Viper’s home since 1995. Both the SRT Viper and SRT Viper GTS offer newly designed interiors and exteriors integrating first-class materials and new exterior surfaces with streamlined functionality that are stunningly combined into the advanced carbon fibre and aluminium skins. Inside, design and engineering teams endeavoured to reconsider all points and improve all material uses and innovations.

SRT Viper model was created to provide a seamless mixture of thrilling performance and a thoughtful conservation of what is now considered the DNA of the iconic Viper. We tried to create a supercar that endures in bringing drivers as close to the machine as possible.

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