July 1, 2014 , Auburn Hills, Mich. - The Dodge brand is tearing into its centennial year as America's mainstream performance brand, celebrating its 100th anniversary on July 1, 2014. With the purification of the brand and consolidation with SRT, Dodge is getting back to its performance roots with every single model it offers. The consolidated Dodge and SRT brands will offer a complete lineup of performance vehicles that stand out within their own segments. Dodge is the "mainstream performance" brand within the Chrysler showroom. SRT is positioned as the "ultimate performance" halo of the Dodge brand, together creating a complete and balanced performance brand with one vision and one voice.
"At Dodge, we don't make category cars. We make category cars nervous," said Tim Kuniskis, President and CEO of the Dodge and SRT brands. "Dodge strives to turn everyday vehicles into personal statements. Our vehicles are modern performance cars that deliver that visceral feel that reminds buyers why they fell in love with driving in the first place."