While GM and Ford
are consolidating their brands, it appears that Chrysler
is expanding their own with the launch of the SRT
brand. This idea isn't entirely new and was put on hold back when Chrysler was owned by Cerberus Capital Management. Fiat
has since taken over Chrysler and CEO Sergio Marchionne has envisioned only good things for the company. He now wants to turn SRT from a just a trim level into a separate, high-performance brand.