As Chrysler looks to find its new identify as part of the Fiat SpA, the automaker will now reportedly scale back significantly with its use of the Hemi name for its larger V8 engines.
Sources within Chrysler have revealed that Fiat and Chrysler managers have decided to begin shifting away from the use of the Hemi name for its larger, premium V8 engines. According to a Wall Street Journal report, the automaker is aiming to focus its marketing efforts on its fuel efficiency technologies, not its high horsepower engines.
For example, Chrysler will now point towards the cylinder deactivation technology, rather than the legendary hemispherical cylinder heads which helped the automaker turn massive profits while under Daimler’s ownership just five years ago. chrysler also plans on developing strong brand awareness for the new line of Pentastar engines which tout several fuel-saving technologies, many borrowed from Fiat.
Although the Hemi name will still be applied to the limited Dodge cars and Ram pickup rucks, Chrysler will stop referring to its current Hemi engines entirely when they are found in Chrysler cars – referring to them only by their displacement and cylinder count.
“It’s really just the Ram and Dodge owners who still wear the Hemi badge with pride,” said an anonymous dealer representative familiar with the automaker’s plans.
Chrysler has not yet made an official comment regarding the reported changes.
References
1.’Chrysler’s Hemi engine loses…’ view
