Viper is technically and legally a Dodge due to ID numbers. SRT became a brand in 2011. Did you notice?
Performance brand, performance fee. What about performance sales?
Let's go back to my question. Did you notice that SRT became a brand in 2011? Frankly, I didn't. Perhaps a brand extension, but its own brand, no. Why? Well, no advertising foundation, except through the dealerships. An internal brand then. Is this satisfactory? I think not.
The Viper aside, Dodge has put the SRT badge onto the Charger and the Challenger. I see these two car models as brands themselves! That's just me. If the SRT badge is a brand, could Chrysler recreate it as an umbrella with the Charger and Challenger underneath it?
Should dealerships exhibit new signage? Should a new ad campaign for SRT be launched? These are questions only Chrysler can answer. I say yes, if they want to create new brand awareness.
Does your business have a performance brand or do you wish to create one? If you wish to create one, allow for promotion of that brand. When you do promote, have products in mind that will have the badge. These products need to speak for themselves. That's where visual content marketing comes in.
An Automotive News post was a source for this story.