Fiat, SRT almost fill U.S. dealership networks

[nruggiero]

Fiat, SRT almost fill U.S. dealership networks
Automotive News
February 4, 2013
by Larry P. Vellequette

DETROIT -- Chrysler Group's two smallest brands -- Fiat and SRT -- have nearly filled out their dealership rosters in the United States.

Ralph Gilles, who heads the automaker's SRT brand, said 430 Chrysler Group dealerships have finished their training to sell the 2013 SRT Viper.

A Chrysler spokesman said dealers still may apply to sell the Viper, but no more dealerships will be added until production begins on 2014 models later this year.

SRT was given full brand status when Chrysler switched the Viper from Dodge to the performance brand.

To sell the Viper, dealers agreed to pay a $25,000 fee and undergo special training. Gilles said Chrysler recently finished training three waves of Viper specialists, including dealers, general managers and service personnel.

For SRT, 430 authorized dealers is slightly more than Gilles predicted would participate, given the Viper's limited annual production of about 2,000 units.

Gilles said Chrysler Group showed dealers, before they signed up to sell the Viper, their potential allocation of the 640-hp sports coupe. "We got a little more than we expected," Gilles said.

Meanwhile, Fiat now has 201 dealerships in the United States, including 34 dealerships that aren't otherwise associated with Chrysler, said Tim Kuniskis, who heads the Fiat brand in North America.

Full article at link.

[MCGARRETT]

Sorry, SRT isn't a brand, its a trim level. By that reasoning, V-series is a brand, SS is a brand, etc etc.

[Greg.Botts]

I still think it was an idiotic idea to make SRT and RAM a brand

[FanOfDurant]

Sorry, SRT isn't a brand, its a trim level. By that reasoning, V-series is a brand, SS is a brand, etc etc.

Amen to that. It's a Dodge Viper... A Dodge Challenger... What the heck is an 'SRT'? Just stupid. They have history and heritage to build from yet they don't. If there's one thing Sergio has screwed up on, it's this. Same with the Dodge Ram truck. Of course, I care not for the new Chevrolet car being called a trim level either. SS is a dumb name for a car... Thank God GM isn't so braindead to make it yet another brand though.


Brands, brands, brands.... BLAH. Keep It Real.

[Andrew L]

I don't see the point of taking the Viper away from Dodge

[Pisswilly]

Sergio knows best.

[germeezy1]

SRT is now a brand, and whilst I also question the actual decision making process the fact that they are a brand can not be denied. In all reality SRT was considered a sub brand before Fiatsler decided to make them an actual brand not a trim level.

[vanshmack]

I still think it was an idiotic idea to make SRT and RAM a brand

RAM as a brand makes one hell of a lot more sense than does SRT. At least the name is identifiable, unlike SRT, which is yet just another alphanumeric in the alphabet soup that has become auto industry marketing.

[MCGARRETT]

The RAM truck brand name only works when they have one truck, but then what do they do if they come out with a smaller truck or a van?

They have RAM 1500, 2500 and 3500 now, but what they are doing is using the name of the brand for the name of the model too, so it would be like a Buick Buick CXL, or GS.

[PHAT-JAY]

STUPID...and more, and more I want FIAT to fail...just to prove Sergio is a Idiot...

[bmwboy2007]

Severely Retarded Thinking at work over at Auburn Hills with Sergio on this issue. This sort of branding is duplicative, confusing, and unnecessary. If I buy a 300 SRT, It's still a CHRYSLER, not some totally unrelated "SRT" mobile.

[AdmiralViscen]

A lot of worthless posts in this thread

[All Star]

I can't wait for the SS to become a brand...so I can buy an SS SS.

[Orbit Orange]

Time to get the Barracuda out Ralph to give SRT more than one model.

Of course will Challenger, Charger, 300 and GC SRT8's now be sold as SRT models?

[Z284ever]

Sorry, SRT isn't a brand, its a trim level. By that reasoning, V-series is a brand, SS is a brand, etc etc.

Exactly!