Dodge Caliber SRT-4
By now, you know about it, I hope. (If not, see http://www.allpar.com/cars/dodge/caliber-srt4.html ).
This is good.
Well, some will be disappointed by the fact that you can probably still beat one, in theory at least, with the Dodge Neon SRT-4. On the other hand, most people will be too busy drooling over the 300 horsepower rating on the World Engine, which we were told last year takes to turbocharging like a duck takes to water. 300 horses from a production four-cylinder - who would have thought it ten years ago? (Sure, the 1991 Spirit R/T had 224 horsepower from 2.2 liters, but it was a bit finicky.) Back then, V8s were just over 200 horsepower… now, we have the Hemi doing 340 in standard form.
What I think is good is the way Chrysler is learning from their mistakes.
In the recent past, the powerful versions of cars were brought out after the models had time to slow down in sales. It took years and years to get a Neon with a turbo. The Dodge Spirit R/T was brought out when the Spirit had already been around; ditto the Shelby CSX and Sundance/Shadow. And there never even was a Reliant turbo, though if there had been, it would have been a killer with that light body.
The Caliber made a little splash, but most of the world still has no idea what it is (by the way, thanks, naming-department guys, for the lame name. If it had been called Rebel, it might have gotten more print!) The Challenger and Camaro fighting it out for headline space didn’t help; the Caliber and Aspen sort of whispered their entry to the world under the massive shouts of the muscle cars. But the SRT-4’s competition for headline space is much less impressive; the Chicago show was a good choice. More to the point, it will give the ordinary Caliber a reputation for brute-force acceleration the Neon never had, even after the SRT-4.
People make up their minds about a car’s personality early, then reject anything that doesn’t fit. The Escort GT barely registers when people think of the slow-as-a-dog, not-climbing-that-hill Ford Escorts (albeit not the Mazdas that replaced them). The Spirit R/T never gave the Spirit a sporty halo, and the first-year Volare pretty much killed the name. So having people associate “Caliber” with “300 horsepower!” is a big deal indeed.
Good job, Chrysler Marketing. At this rate, you might just last a while… despite the recent trend of “reorg of the month.”
Agreed, good job coming out with this right away (or at least announcing it right away). I signed up awhile ago on Dodge’s site for updates. I’ve gotten a few updates (I expect one on the SRT-4 when I get home) but otherwise there hasn’t been a lot of activity. Not every vehicle is going to get the extreme push the PT did (I still have all the stuff they sent me for it; the promo brochures, the suspension hologram, little Miasto diecast, Swisscard, color swatches, and all the rest. Was a little surprised it didn’t get more attention, simply because they must’ve known the Challenger was going to steal a lot of press. Maybe they were waiting for the SRT-4 and now will ramp up the marketing push.
I’m just surprised they didn’t mention whether it was FWD or AWD in their press info. I’m guessing FWD based on what people have said.
Read article Dave. I was wondering why DCX would show a vehicle that is a year away from production when the “standard” versions are coming out as we speak. People who want the SRT4 may be upset over the wait in time…but your statement about
“So having people associate “Caliber” with “300 horsepower!” is a big deal indeed.”
Makes it crystal clear for me. Good job.
I really hope the Caliber SRT-4 will be an all wheel drive beast that is at least relatively comprable to a Mitsubishi Lancer Evolution, though because of the trend to increase the weight of performance models (even from an already heavy platform) I will probably be dissapointed. I’ve been looking for something similar to a late model Evo in terms of straight line performance, handling, and its ability to please from a American auto maker. This saddens me. Perhaps I will take it for a test drive and be more than pleasantly suprised, but being estimated with slower 0-60 and quarter mile times than the out going Neon SRT-4, I am worried. None the less, I’m still excited! 300 HORSES!!! HOORAH!
As I recall, the Shelby CSX first appeared in 1987…six to eight months after the P-bodies appeared in the fall of 1986. The Caliber SRT-4 will be appearing after a full year. The CSX did get some marketing flair. There were CSX ads as well as magazine coverage. The orginal concept appeared on the cover of Autoweek celebrating Shelby’s 65th birthday..with Shelby by the car’s side. For a limited run car, I would say that it got some coverage.
In 1988, the 150HP non intercooled CSX-T was available from Thrifty rental cars…so that in of itself was a way to market the car.
The Shelby cars were limited runs, and they weren’t marketed as well. However, I don’t think the Shelby cars were ignored. The later VNT Shadow model WAS ignored. The same went for the Duster/Shadow ES.
Technically, Dodge is offering the performance version after the initial rush. They are just letting you know about it earlier.
The internet as a marketing tool should not be igored either. The Neon arrived around 1994 just as everyone was beginning to get plugged in. Message board chatter and automotive related websites add a ton to the “buzz” of a car. You didn’t really have that option back in the early 1980s.
You’re right, duster92 - at least partly. The Caliber was just introduced last month at NAIAS; yes, we had rumors of it (very detailed!) last year, but that was a serious leak from Chrysler! The CSX did get marketed now that you mention it, and I think they even advertised the Spirit R/T. The CSX-T was a GREAT idea and I remember it getting full-page back-of-magazine ads (I suspect mutually sponsored).
One thing that WAS very different about the Neon was the sheer VOLUME of information Chrysler provided. While their communications are getting better with each launch, there’s no comparing the Caliber info - you can see ALL of it at allpar.com - with the Neon info - most of which is also posted at allpar. A single section on, say, Neon engine systems was about twice the size of ALL Caliber info combined. They told us in no uncertain terms why the Neon was the best car ever made by anybody, and don’t think it didn’t have an impact on the press coverage!