Building high-performance cars, such as the SRT Viper, and racing them in theAmerican Le Mans Series gets consumers to consider Chrysler Group vehicles, says Ralph Gilles, President and CEO of the SRT Brand and Motorsports and Senior Vice President of Product Design.
“Race fans get to the track early and they have the time to do some car shopping,” Gilles said Thursday morning during a panel discussion titled “Racing on Woodward,” sponsored by WWJ-AM radio, ahead of Saturday’s Woodward Dream Cruise. “It’s the start of a conversation with the customer. They’re not going to buy a car on Monday but it’s a start. It absolutely works, but you’ve got to win.”
Gilles shared the stage with his counterparts at Chrysler Group’s rivals, Jim Campbell, vice president of performance vehicles and motorsports at Chevrolet, and Jamie Allison, director of Ford Racing. The panel was moderated by WWJ radio auto reporter Jeff Gilbert.
With the occasional roar of a high-performance engine in the background, Gilles talked about how the Woodward Dream Cruise has become a high-profile consumer show over its 13-year history — and how Woodward Avenue has been a legendary mecca for Detroit area street racers, hot rodders and carmaker engineers for decades.
The pull of the Dream Cruise is so strong that the Ram brand will reveal a concept pickup truck on Saturday, Aug. 17, during the event. “This is as good a place to launch a concept as any,” Gilles said.
Gilles, who participates in some amateur racing, said the profile and interests of fans of the SRT brand match the interests of those interested in motorsports. That is one reason why the Chrysler Group evolved SRT into a separate brand.
“The Viper picked up its first win since we came back to the American Le Mans Series last weekend and the fans love it. That’s what it’s all about,” Gilles said. “It was a brutal fight with the Corvette and the Chevy guys and it came down to the last lap. But they were the first to come over and congratulate us.”
Racing has helped pushed awareness of the SRT brand “from zero to high levels,” Gilles said. And efforts such as replicating a car showroom at the track help make the connection for fans. At Woodward, the Chrysler Group creates a large display for vehicles from all its brands in a shopping center parking lot and gives some space to groups such as the local Viper club.
Asked about the impact of future fuel economy rules on high-performance car and powertrains, Gilles said, “CAFE is an average. As long as your portfolio is balanced, and for us that means technologies such as the 8-speed transmission, there are ways to lengthen the relevance of V-8s.”
Racing and high performance fuel car buyers, SRT chief tells Woodward crowd
