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Carsales Staff28 Jul 2014
NEWS

Chrysler 300 SRT faces guillotine

Slow US sales could sound death knell for HSV-rivalling V8 Chrysler

Although the 347kW Chrysler 300 SRT8 range is proving to be increasingly popular in Australia, the go-fast sedan faces an uncertain future as US buyers steer away from the big 6.4-litre V8 bruiser.

Chrysler CEO Al Gardner told US website Motor Trend that waning sales of the tyre-frying rear-drive large sedan in its domestic market could prematurely end its life in the USA, and possibly globally.

With Chrysler 300 SRT sales of around 450 for the first six months of 2014 in the US, compared to regular Chrysler 300 sales of more than 26,000 for the same period, Chrysler is finding it difficult to justify the SRT's existence.

However global sales of the Chrysler 300 SRT are in much better shape, with Australians snapping up the car in strong numbers. Local sales here almost match the US; with 409 vehicles sold here in the first half of 2014, that accounts for more than a third of all 300 sales, which are pegged at 1168 so far.

In the US a good month for SRT models is 75 units, while in Australia the SRT 8 Core model sold 99 units in June 2014.

The more affordable $56,000 SRT8 Core has sold 286 units in Australia so far, and undercuts its HSV rivals significantly on price, such as the Clubsport R8 ($73,490). It's also more powerful, pumping out 347kW/631Nm.

Australians' love of performance cars and a strong following in the Middle East could help the 300 SRT8's chances of survival, but according to reports a decision on the tyre-shredding large sedan will be made in the next couple of months, it's fate likely to be revealed at the 2014 LA motor show in November, where a face-lifted 300 will debut.

The Chrysler CEO says his company plans to refocus its efforts on volume models, such as the regular 300 sedan.

He noted that the high performance stuff will be left to Dodge to develop, which has once again taken over the running of SRT after the hot shop was left to stand on its own feet – and failed to flourish with slow sales of the SRT Viper and now 300 SRT.

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Written byCarsales Staff
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