With SRT Rebranding, New Engines May Follow

Keen observers have noticed that the updated 2014 Jeep Grand Cherokee SRT has dropped its “8” designation in favor of just SRT. We wondered what was behind the change. Chrysler spokesman Dan Reid explained that it’s part of a wider effort to rebrand the SRT lineup; the SRT version of the Chrysler 300 will see a similar change for the 2014 model year, for instance. The models, however, won’t roll up under the SRT brand as the Viper does, Reid said.

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Besides the rebranding, Reid said the change opens the door for future SRT powertrains. SRT8 has indicated a V-8 engine, and the 2014 Grand Cherokee SRT still comes with a 470-horsepower, 6.4-liter V-8. In a future shaped by stringent federal fuel-economy standards, however, perhaps there’s room for a smaller-displacement, more fuel-efficient engine for the brand.