• The Detroit Free Press, Monday, August 15, 2011 9:30 AM

Ralph Gilles, president and CEO of Chrysler's SRT (Street and Racing Technology) brand, says Chrysler Group's road show touting SRT around the country is preference for grassroots over traditional advertising for the factory-tuned performance sub-brand.

"We are going to approach this as being all about exclusivity," Gilles said Friday at the Walter P. Chrysler Museum in Auburn Hills, Mich. "I want people to wave at each other when they see another SRT." The grassroots tour promotes the new Dodge Charger SRT8, Dodge Challenger SRT8, Jeep Grand Cherokee SRT8 and Chrysler 300 SRT8. Gilles said he thinks of the cars as collectibles. "It is more important for me to create exclusivity than it is to chase volume."

Read the whole story at The Detroit Free Press »