A blast from the past: Heritage colors return to the SRT®color palette.
New SRT® vehicle colors are providing a vibrant blast from the past. SRT shoppers will soon have three additional hues as a trio of heritage colors are being reintroduced late in the 2013 model year.
Back in the fold will be the widely popular Plum Crazy, which debuted back in the 1960s on Chrysler muscle cars. The distinct HEMI® Orange makes a return as well this year, along with the always dazzling TorRed.
"From a strategic standpoint, we felt it was a great opportunity to reintroduce some of the heritage colors that have been away for a while," said Jim Parker, Head of Exterior Color and Trim Studio Chrysler Product Design Office. "We knew they were popular back then and it was an opportunity to repackage them with new models and new appearance content. Those are probably the top-three colors that everyone went after off the bat.
Heritage colors were first debuted on SRT vehicles in 2006. The last time that HEMI Orange was offered was on the 2010 Charger Daytona model. Plum Crazy is making its first appearance on the Charger SRT since 2008.
In the past, just one or two of the heritage colors were available in a single model year, but never have all three been offered at the same time, as is the case in 2013. HEMI Orange, Plum Crazy and TorRed will be available on Charger SRT and Charger SRT Super Bee. On the Challenger SRT, HEMI Orange and Plum Crazy will be available, along with TorRed. A limited number of models featuring the heritage colors will be available, ensuring collectability and individuality.
"We've never offered so many of these heritage colors on so many different models before," noted Parker. "Usually they were special models and they'd be done. Now we are kind of spreading out the wealth, basically because of customer demand. We got a lot of feedback when we offered them. We always listen to the customer."
New technologies in the paint-making process, and the eventual application of that paint to vehicles, allows for a sparkling and very rich hue. Clear coat protects the paint even more, making it stand out from any distance and really "pop" when viewed up close.
"The biggest difference if you compare an original Plum Crazy car against a new Plum Crazy is the clear coat," said Parker. "Back in the old days there wasn't a clear coat over the paint. Now we have this high lustrous coating and makes it super beautiful."
SRT Viper set the tone recently by offering a long list of vibrant colors. Now that strategy is expanded to all SRT vehicles, giving owners even more ways to make the vehicle truly their own.