click above for high-res gallery of the 2009 Dodge Challenger SE and R/T

Dodge and its Ram badge has long been associated with power, and the marque is considered to be Chrysler's performance brand. In these days of record high fuel prices, though, being associated with horsepower could also mean an association with the guzzling of gasoline. Believe it or not, Dodge does not want this image, so it may be tweaking its marketing strategy a bit in a bid to change with the times.

"We can't be all about the monster Hemi and smoking tires, and we realize that," says Dodge brand director Mike Accavitti. "Nobody wants to be the gas guzzler brand. There's not a real secure future in that type of marketing strategy." This new, kinder, gentler image could even be adopted by the new Dodge Challenger, which was just recently released with a large and very powerful 6.1 liter Hemi V8 as its lone engine option. Soon, though, Dodge will release lower power models of the iconic pony car, equipped with both a smaller Hemi engine with cylinder deactivation technology and a 3.5 liter V6, though the six cylinder will be paired only with a four speed automatic transmission.

Dodge has managed to eke more mileage from its full-size Ram pickup truck, which is a good first step. The move from a "power" brand to a brand associated with "strength," though, will take much more than one product cycle refresh before consumers forget the line, "That thing got a Hemi?"

[Source: Automotive News - sub. req'd]

Europeans often get the cool diesel stuff that we only wish we could get here. We're not totally sure that what we've got here is a perfect case, though, as the engine that Chrysler is considering dropping into the SRT 300C is the same 3.0 liter as in more pedestrian versions of the sedan. It's not that 218 horsepower and 376 lb. ft. of torque is low, it's that a performance version of the sedan should get a higher performing engine. In all honesty, we'd take the diesel engine in any exterior wrapping that we could get in the States, so we do wish it were coming here, but for you European purchasers, there's not too much reason here to choose the SRT over the standard 300 with the diesel option unless you like the sportier looks. While we're talking about cars we can't get here, why not bring up the 300C Touring? Thanks for the tip, Zeyad!

[Source: Top Gear]