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Chrysler 300 SRT in Jeopardy, Jeep Grand Cherokee SRT Safe

Motor Trend logo Motor Trend 7/22/2014 Scott Evans

During a discussion today with Motor Trend staff, Chrysler brand president and CEO Al Gardner revealed that the future of the Chrysler 300 SRT muscle sedan is in doubt, at least in the U.S.

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According to Gardner, sales of the 470-hp 300 SRT are painfully slow at around 75 per month in a good month. Chrysler sold 3566 300s total in June 2014 and has averaged around 4300 cars per month so far this year. Put another way, of the 26,014 300s sold through June, about 450 of them would be SRTs. With so few takers, the car’s business case becomes hard to justify. A final decision is pending and should be announced in the next few months. A refreshed 300 will debut at the Los Angeles auto show in November.

2014 Chrysler 300 SRT© Provided by MotorTrend 2014 Chrysler 300 SRT Even if the 300 SRT disappears in the U.S., it may not be completely dead. The car is popular in certain world markets, particularly in the Middle East, so Chrysler is considering continuing to develop and sell the car abroad.

Thankfully, this shouldn’t affect the Jeep Grand Cherokee SRT. There was some concern when the SRT brand was folded back into the Dodge brand that non-Dodge SRT models would be eliminated out of principle, but that doesn’t seem to be the case. The 300 SRT is on the chopping block because it’s not selling. The Grand Cherokee SRT appears to be safe as it’s found more buyers.

2014 jeep grand cherokee SRT© Provided by MotorTrend 2014 jeep grand cherokee SRT Whether there will be any more non-Dodge SRT models in the future is also uncertain. Dodge is now being positioned as the performance brand in the Chrysler showroom, and it’s slated to get at least two new SRT models -- a Dart SRT and an SRT version of the Journey replacement. No other SRT models were announced under Fiat Chrysler’s latest five-year plan, and it’s hard to see where any non-Dodge models might come from. No other Jeep product seems a good fit, and while Ram has played around with performance trucks, work to-date has been mostly the purview of MOPAR, Chrysler’s parts and accessories division.

2014 Chrysler 300C Varvatos Edition© Provided by MotorTrend 2014 Chrysler 300C Varvatos Edition With Jeep and Ram unlikely to contribute many more SRT models, the onus falls on Chrysler, and Gardner says it’s not happening. Sights set on volume brands like Ford and Toyota, Chrysler is pivoting away from performance. That’s Dodge’s game, now. Instead, Chrysler will focus on delivering more content for the price than the competition.

2014 Chrysler 300 SRT© Provided by MotorTrend 2014 Chrysler 300 SRT
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