How Chrysler Killed The Hemi Brand

Jalopnik.com ^ | Jul 7, 2010 | Ray Wert

[Daffynition]

Chrysler may be killing the "Hemi" branding on most new vehicles, but as this photo of the new 2011 Jeep Grand Cherokee shows, that thing's still got a Hemi under the hood. This badge-killing's nothing more than Pelosi-is-watching green-washing.

Remember the old "That thing got a Hemi?" ads? Increasingly, Chrysler's decided that most of their vehicles don't have one anymore. Except they really do.

On a recent drive of the new 2011 Jeep Grand Cherokee we were told by Chrysler PR that the automaker still plans on promoting the "Hemi" brand in Ram pickup trucks and maybe in high-powered SRT vehicles. For the rest of the lineup running the engine — like the 300C, the Charger RT and the aforementioned 2011 Jeep Grand Cherokee — it'll be branded as the "5.7-liter V8."

But, as you can see from the shot above, despite a lack of marketing in the 84 pages of press materials or over-sized chrome badges once a mainstay on the rumps of any appropriately-engined Mopar product, this new Grand Cherokee's still got a Hemi. It just won't get the well-known "Hemi" moniker anywhere but in the engine bay. Chrysler engineers tell us that's because they'd have to go through environmental testing again on the engine if they were to change the cover on it (which means they actually did want to pull the name off the cover but decided not to spend the money ).

Which is weird marketing strategy for Chrysler on the new Jeep. The brand used to wave the Hemi badge with pride — as you can see from the above commercial for the 2008 Jeep Grand Cherokee. And it shows. The 5.7-liter 360 HP Hemi V8's the engine owners will likely buy (at a four-to-one take rate in the 2010 model) or want to buy. We somehow don't see luxury SUV buyers getting geeked up over the new "Pentastar" V6 engine when they could be getting an ecoboosted Ford crossover. The Hemi name's the brand name Chrysler's got — one that the representative of one automaker told me they'd "give their right Vortec-branded nut to have" — and they probably should have proudly stuck with it.

But really, this change by Chrysler isn't about making a greener vehicle — it's about making a greener image — and killing a very enthusiast-centric brand that has historically provided high levels of sales — to do it. In a Pelosi-is-watching world, the bigger-than-ever and better-than-ever 2011 Jeep Grand Cherokee was probably not the best choice for Chrysler's first post-bankruptcy new vehicle and the Pentastar brand knows that. In fact, it's scared the Hemi out of them.

[Daffynition]

VIDEO

[6SJ7]

Porn in the Prius Age.

[driftdiver]

I’m not buying one of their vehicles regardless of the engine or the green image.

[thecabal]

Ha! No surprise once the Obama Regime got their claws into the company. Maybe they can lease the rights to the hamsters from Kia. “Powered by Hamster!”

[Senator_Blutarski]

I'd make a comment about Chrysler, but my Mom told me never to speak harsh words about the dead.

Honestly, who cares if they drop the word "Hemi" when the company is already dead?

[linn37]

Hubbys truck has a HEMI vrooooooommmmmmm!

[ZX12R]

I’m not buying one of their vehicles regardless of the engine or the green image.

Same here. Government motors is anathema to me, and for the rest of my life. Obama's corporation and it's employees must fail.

[relictele]

Not a criticism of you but I’m surprised more people don’t talk about the real aim of the UAW: namely, a parasite that had killed off its hosts (GM, Chrysler) had to find a new one.

It’s the ultimate union leader’s dream: having Uncle Sam underwrite your benefits & pensions. Sam’s checks never bounce (they hope) and the next contract ‘negotiation’ will be a farce.

[mkjessup]

That stupid twat Pelosi should be praising and embracing the Hemi IF she had enough common sense to understand that the term "hemi" refers to the "hemispherical" combustion chamber design which is more efficient than traditional "wedge" shaped combustion chambers and is actually more environmentally friendly.

Having said that, now HERE is a HEMI:

Ladies & Gentlemen, I give you the Ford 427 SOHC V-8
w/4bbl carburetor, factory rated at 616 horsepower @ 7000 rpm.

[Celtic Conservative]

Is it possible that thry're backing off on the "hemi" branding because the current generation of hemis is mercedes based technology? Perhaps their licensed use of the mercedes technology is expiring. I don't know the answer, just venturing a guess. Anybody who might know the real reason is free to set Me straight.

CC

[MileHi]

Those headers are HOT!

[taildragger]

Got to go to the ford 100th anniversary...

Hollman and Moody was their and the GT40 stuff in full glory and yes these Monster Motors were their sprinkled about in ample supply....

Oh my...

[Oceander]

"I’m not buying one of their vehicles regardless of the engine or the green image."

Absolutely! I will never support theft and union thuggery with my hard-earned dollars, and will never buy either a Chrysler or a GM product again until those companies go through at least one honest bankruptcy proceeding and the UAW is given the same treatment its tools in the Whitehouse gave to the legitimate owners and creditors of those two once-American companies. For the time being, as far as I'm concerned ...

[Daffynition]

Another classic...

[Daffynition]

O RLY? Think of the children.

[Daffynition]

Summer fun!

[AlligatorEyes]

AMEN!

One resting in my garage.

Eyes

[Daffynition]

[Daffynition]

Need any yard work done?

[McGruff]