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Chrysler seeks SRT exclusivity in SRT “Grass Roots” Marketing Tour

In its quest to entice consumers to its SRT brand, Chrysler plans to get “back to basics” by lauching a “grass roots” marketing campaign that brings the new SRT line directly to the consumer.

At an automotive event last Friday, Ralph Gilles, Chief for the SRT brand, said that the SRT brand will be launching a 40 event tour across the United States for the 2012 Dodge Charger SRT8, Dodge Challenger SRT8, Jeep Grand Cherokee SRT8 and Chrysler 300 SRT8.

Gilles is not concerned with huge sales numbers.  “I want these cars to be collectible; I want them to be special. Gilles says, “It is more important for me to create exclusivity than it is to chase volume.” 

Regarding the SRT tour, Gilles asserts,   “we know exactly where our enthusiasts live, and sometimes you can actually create events to draw them out,” Gilles said, “and that’s what the tour is all about.”

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