Chrysler dropping the ‘Hemi’ name, trying to build a new identity

If you’ve recently entered a Chrysler dealership, you might have been able to notice that instead of referring to its engines as a Hemi, they are now calling it as V-8s.

That’s because Fiat has instructed Chrysler dealers about the name change since it aims to refine Chrysler’s image for it to be perceived as a more fuel-efficient carmaker. The carmaker aims to emphasize the efficiency of its new 3.6-liter Pentastar powerplant, which can raise fuel economy by 25% compared to the previous V-6 engines, which made their debut in the new-for-2011 Jeep Grand Cherokee.
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Bmw8ter - 7/9/2010 12:40:25 PM

+2 Boost

So they forego Hemi on the V8s, and have named their V6 powerplant Pentastar? One stupid idea does not beget another.

AlleVier - 7/9/2010 1:18:00 PM

+3 Boost

I don't think Fiat's problem with "Hemi" had to do with it being a name, rather that it was associated with an era unconcerned with fuel economy. I think Chrysler had milked the "Hemi" cachet kind of dry, anyway.

Now, the "Pentastar" is a brilliant idea as everyone knows Satanists prefer V-6s.

uaw_lax - 7/9/2010 11:23:02 PM

+1 Boost

leave fuel savings for Chrysler and Performance to Dodge.

LACMAN - 7/9/2010 3:52:08 PM

+2 Boost

If you look at it, bringing back the "Hemi" name (even if it wasnt a true Hemi) has been nothing but a success for Chrysler. Dropping the Hemi name is a bad idea (imo). I can see having a delete option for the Hemi badges (which I dont know why anyone would request) but totally removing the name Im not for AT ALL...

pennfootball - 7/9/2010 4:09:34 PM

0 Boost

Thats like calling "Viagra" an erectoral dysfunction improver in a blue cartridge.

sdcarguy - 7/9/2010 11:53:39 PM

+1 Boost

B I G mistake.

PUGPROUD - 7/10/2010 7:43:48 AM

+2 Boost

Another example of white tower management having no clue what customers think. Without the Hemi halo Chrysler would have sold far fewer cars the past five years.

bfghemicuda - 7/10/2010 3:20:25 PM

+1 Boost

The Hemi name is only being dropped from the Jeep brand even though the 5.7 hemi will still be available. They are focusing on the Pentastar name. The hemi name is being left for dodge and nothing has been said if it will be used for Chrysler. Even back in the day the 392 was Chrysler Fire Power and later when a 426 Hemi was available in a Chrysler, the badge said 426 and in some cases nothing at all. The HEMI was used for Plymouth and Dodge. Most are going to know what it is anyway but may be a part of Brand Division identity. Also the Hemi name is associated with Gas Guzzler which is not good for the majority of sales. It is a definate keep for the Dodge Brand.

bfghemicuda - 7/10/2010 3:48:56 PM

+1 Boost

BTW. Chrysler should be Fire Power, Jeep should be Commando, Dodge Cars should be Hemi and Trucks should be Long Rams.

bfghemicuda - 7/12/2010 12:21:17 PM

+1 Boost

So Hemi=redneck? Tell that to all the high dollar exotic car manufactures that use a hemi combustion chaimber,,,even Toyota!!. Guess that makes you a Redneck.

holmstar - 7/14/2010 5:17:19 PM

+1 Boost

Yes, HEMI refers to the shape of the combustion chamber, but as a marketing tool, the HEMI name has been used to market mostly to a blue collar demographic. There is nothing wrong with that, and it sold tons of cars. Lately though, it seems that management is trying to move Jeep a bit more up-market, and have decided that the HEMI moniker doesn't work as well in that market. It's just business.