Performance Vehicle Operations' Recipe for Success: Go Fast, Make Money, Have Fun

LAS VEGAS, Nov. 4, 2003 -- One hit after another. That's one way to describe what's been coming out of Chrysler Group's Performance Vehicle Operations (PVO) since it was formed less than two years ago.

Take, for example, the Dodge Viper SRT-10 -- the third generation of the ultimate American sports car -- boasting 500 horsepower and 525 lb.- ft. of torque from its 505 cubic inch V-10 engine.

Or the Dodge SRT-4, which debuted in 2003 as the head-turning performer among the sport compact "tuner crowd," only to be "upgraded" for 2004 with 15 more horsepower and the addition of a limited-slip differential as standard equipment.

And then there's the Viper of pickup trucks -- the all-new Dodge Ram SRT- 10. Why a Viper-powered truck?

"Because we can do it," said Dan Knott, Director, Performance Vehicle Operations. "And only we can do it. In the case of the Ram SRT-10, we were able to take the toughest, boldest truck on the planet, and infuse it with the racing and specialty vehicle engineering expertise that is so prevalent at PVO. The result: another leader in the performance industry from PVO."

Officially unveiled at the 2002 North American International Auto Show in Detroit, PVO was created to leverage all of the performance resources within the Chrysler Group -- motorsports engineering, the Viper development team and Mopar Performance Parts engineering -- to create a line of extreme performance vehicles and parts that will blow past everyone else." PVO brings together the best performance development processes, durable high-performance parts and some of our most talented and experienced motorsports and specialty vehicle engineers to produce success on the race track, and leading performance vehicles and parts for the street," Knott said.

While performance vehicles clearly are a halo to the Chrysler Group brands, PVO was created for much more than boosting the image of Chrysler, Dodge and Jeep vehicles and Mopar parts and accessories. In fact, each and every PVO initiative will have a positive business case.

"We have a four-step vision," Knott said. "First, we will deliver outrageous vehicles to the enthusiast. Next, everything we do will be done to the highest standards of excellence. And third, PVO will always focus on continuous improvement.

"The final point, though, is the key one from a business perspective: We will make money. Every initiative PVO undertakes will contribute to the bottom line."

  Knott offers a three-step approach to the PVO formula:
  1. Structuring the organization for success
  2. Developing and delivering SRT/Mopar brand cues
  3. Developing processes to deliver results

"Our structure -- the way we've combined our specialty vehicle and motorsports know-how -- is the foundation for our success," Knott said. "We've combined our street and racing engineering talents into one organization. In doing so, we have an organization of enthusiasts developing vehicles, parts and race track success for enthusiasts."

Knott's second point is best illustrated by PVO's production vehicles -- branded SRT, for Street and Racing Technology. According to Knott, these "ultimate interpretations of performance" will always deliver clearly defined product cues that support the appropriate Chrysler Group brand.

"Dodge, for example, is the full-of-life brand," Knott said. "Dodge SRT vehicles will feature outrageous, bold exterior characteristics; a race- inspired interior with aggressive seating; ultimate performance handling; world-class braking and enviable, benchmark-setting powertrain performance."

Finally, Knott instills a process mindset at PVO to deliver results." In theory, it's simple," he said. "We're not about to give away our secrets, but the basics are obvious: by leveraging our resources, utilizing existing technologies, not reinventing the wheel, and knowing our customers and the market we're playing in, we can clearly and concisely deliver results.

"So that's the basic formula," Knott adds. "But one ingredient is missing, and that is the overriding PVO mindset. At PVO, we will never, ever rest on our laurels. We will always 'walk the talk.' And we will always continue to raise the bar."