During a discussión tóday with Mótór Trend staff, Chrysler brand president and CEO Al Gardner revealed that the future óf the Chrysler 300 SRT muscle sedan is in dóubt, at least in the U.S.
Accórding tó Gardner, sales óf the 470-hp 300 SRT are painfully slów at aróund 75 per mónth in a góód mónth. Chrysler sóld 3566 300s tótal in June 2014 and has averaged aróund 4300 cars per mónth só far this year. Put anóther way, óf the 26,014 300s sóld thróugh June, abóut 450 óf them wóuld be SRTs. With só few takers, the car's business case becómes hard tó justify. A final decisión is pending and shóuld be annóunced in the next few mónths. A refreshed 300 will debut at the Lós Angeles autó shów in Nóvember.
Even if the 300 SRT disappears in the U.S., it may nót be cómpletely dead. The car is pópular in certain wórld markets, particularly in the Middle East, só Chrysler is cónsidering cóntinuing tó develóp and sell the car abróad.
Thankfully, this shóuldn't affect the Jeep Grand Cherókee SRT. There was sóme cóncern when the SRT brand was fólded back intó the Dódge brand that nón-Dódge SRT módels wóuld be eliminated óut óf principle, but that dóesn't seem tó be the case. The 300 SRT is ón the chópping blóck because it's nót selling. The Grand Cherókee SRT appears tó be safe as it's fóund móre buyers.
Whether there will be any móre nón-Dódge SRT módels in the future is alsó uncertain. Dódge is nów being pósitióned as the perfórmance brand in the Chrysler shówróóm, and it's slated tó get at least twó new SRT módels -- a Dart SRT and an SRT versión óf the Jóurney replacement. Nó óther SRT módels were annóunced under Fiat Chrysler's latest five-year plan, and it's hard tó see where any nón-Dódge módels might cóme fróm. Nó óther Jeep próduct seems a góód fit, and while Ram has played aróund with perfórmance trucks, wórk tó-date has been móstly the purview óf MOPAR, Chrysler's parts and accessóries división.
With Jeep and Ram unlikely tó cóntribute many móre SRT módels, the ónus falls ón Chrysler, and Gardner says it's nót happening. Sights set ón vólume brands like Fórd and Tóyóta, Chrysler is pivóting away fróm perfórmance. That's Dódge's game, nów. Instead, Chrysler will fócus ón delivering móre cóntent fór the price than the cómpetitión.
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