Chrysler to Release a Cheaper SRT8...

[csv8]

Chrysler is readying a unique-to-Australia 300 SRT8 to take on the local manufacturers with more affordable V8 muscle.

The 300 SRT8 will miss out on some equipment in an effort to lower the price and have it undercut the locally produced HSV and FPV models that are its prime competitors in Australia.

The more basic 300 SRT8 would compete with the likes of the HSV ClubSport, which was recently reintroduced from $64,990, plus on-road and dealer costs.

The 300 SRT8 currently sells from $66,000 and it's believed the target price for the less [SRT8 would be below $60,000,[/B] making the 6.4-litre V8 a tempting proposition for those in the market for a V8-powered performance sedan.
Advertisement

“We got some feedback that more of a core version ... with less of the fancy stuff on it [would be popular],” says SRT vehicle line executive Russ Ruedisueli. “We're getting ready to introduce a new car with less of the fancy stuff and just the performance.”

Ruedisueli says the car was produced in response to demand and requests from Australia, which has fast emerged as one of SRT's key export markets.

The local importer is keen to capitalise on strong demand for high-performance V8 models.

Ruedisueli says the unique cars will miss out on the adjustable suspension, adaptive radar cruise control and forged alloy wheels, all of which will reduce the price but not the outright performance – one of the key reasons people buy a V8 sedan.

SRT boss Ralph Gilles says the “core model” Chrysler 300 SRT8 is being produced now, suggesting they will go on sale by the middle of 2013.

“It takes away a lot of the content, reduces the price but keeps the performance – matter of fact the car is actually quicker because it's lighter,” says Gilles.

Gilles says direct customer feedback is becoming more important to tailor models and get a better understanding about what customers – and would-be customers – want.

“What we're doing now, because of social media, because of journalists making comments we saw the car is not exactly the right configuration for the Australian market,” he says. “They still love V8s so they asked us to produce a special model for the Australian market that wouldn't have so much luxury on it ... features on it that may not be necessary for the performance buyer.”

Chrysler Australia director of corporate affairs Lenore Fletcher wouldn't talk about the details of the new 300 SRT8 variant but confirmed it was a big year for the company.

“Next year is a really full-on year for the Fiat-Chrysler brands and that includes our SRT performance models,” says Fletcher.

While Australia has strictly enforced speed limits, it seems buyers still can't get enough of the performance models that help define a brand.

Australia is the largest market for SRT outside the United States, with Australians' love of high performance V8s making for healthy sales.

In Australia, Mercedes-Benz's high performance AMG models have one of the highest take-up rates of any of its markets. And the Australian HSV brand has impressive awareness that has the company looking to expand further overseas.

SRT is Chrysler's handle for Street and Racing Technology, as opposed to Ford Performance Vehicles (FPV) and Holden Special Vehicles (HSV). AMG is named for the town – Grossaspach – where the Benz modifying outfit was founded.
http://brisbanetimes.drive.com.au/mo...217-2bixv.html