SRT-4 Targets Youth

It's built off the same platform as the Neon small car, but Dodge's SRT-4 will not carry any visible notations of the Neon brand when it goes on sale next year.

That's because the SRT-4's target market has an unfavorable view of the Neon, according to Chrysler Group's top marketing executive.

“The problem in that set (of buyers) was Neons aren't cool,” Executive Vice President Jim Schroer tells Ward's. “Neons are rental cars (in their minds).”