Chrysler Group Passes Million Mark with Modern HEMI V8

Theres a lot of hype in the auto industry, with some of it warranted and some other "news" the product of savvy marketing departments trying to make mountains out of molehills. In the case of Chrysler Groups new LX cars, however, the commotion is real.

Just look ahead into the oncoming lane, in your rearview mirror, or over your shoulder and youre bound to see the big, intimidating chrome grille of the namesake brands 300 series sedan staring you down. That 300 is even more intimidating if theres a C attached to its nameplate, which is about fifty percent of the time. The C, of course, lets mere mortals know a HEMI is under the hood, and that this is a car that shouldnt be taken lightly.

The success of Chryslers new-age HEMI shouldnt be taken lightly either, what with over a million sold since it debuted in the Dodge Ram 2500 Heavy-Duty truck in model year 2003.

"The modern Hemi engine is one of our best examples of Disciplined Pizzaz," commented Eric Ridenour, Executive Vice President -- Product Development, Chrysler Group. "We combined the best of our engineering heritage with modern design..."

Truly, HEMI, manufactured in Saltillo, Mexico, is the automakers fifth North American brand, Mopar being its fourth, and Jeep, Dodge and Chrysler filling in the remaining white spaces.

How well has Chrysler done marketing its HEMI V8? Why dont you ask yourself that one? For fun, just try and name any engine from another automaker that you dont personally own. Heck, try and name the engine in your own car, and unless its a HEMI you probably dont now what its called.

Cadillac has done a commendable job bringing notoriety to its "Northstar" V8, but with nowhere near the household commonality of Chrysler Groups HEMI. What about powerhouse Toyota? Dont they have a sophisticated V8 worth remembering? Absolutely, and more than one actually, but you probably didnt know they call it "iForce". Nissan did a pretty good job of naming their 5.6-liter V8, standard in the Titan pickup, Armada SUV and Infiniti QX56, "Endurance V8". Fords got the Triton, Romeo, and a dozen others, while GM has and has had a myriad of V8 nomenclatures.

Of the imports, Hondas VTEC might be the most successful engine technology name, if not engine name. Being the first widely available application of variable valve timing in the automotive sector it created quite a buzz when it debuted, but now there are so many variations of the theme, such as Toyotas VVTi, Mitsubishis MIVEC, and the list goes on, that its kind of lost its savor.

Still, nothing says fast like HEMI. It was the king of the road back in the 50s, 60s and early 70s, before smog legislation and the fuel crisis that followed kicked the fun out of Detroit. Now you can go ahead and dust off those high-heeled boot stompin KISS LPs as Detroit Rock City is back and Chryslers HEMI is the pack leader.

Since its launch in the heavy-duty Ram, the HEMI found its way into the Dodge Durango SUV, Chrysler 300C, Dodge Magnum R/T, Jeep Grand Cherokee Limited, and most recently the Dodge Charger R/T. And if you think North Americas hottest brand is going to stop there, you dont understand how Chrysler plays the momentum card.

Just released are the 300C SRT8 and Magnum SRT8 models, featuring a 6.1-liter version of the normally 5.7-liter mill, good for 425-horsepower and 420 lb-ft of torque. Next up will be the all-new Jeep Commander, making use of the 5.7-liter version, followed by 6.1-liter motivated Jeep Grand Cherokee SRT8, sporting 415-horsepower - slightly detuned so as not to upset the vehicles sophisticated four-wheel drive system. Still, this midsize ute will out gun Porsches top-tier Cayenne Turbo, even with its 500-horsepower upgrade. What about Land Rovers new supercharged Range Rover Sport? Not a chance.

Now Chrysler is talking about a Challenger to the new Ford Mustang, literally, and maybe after that a midsize Jeep pickup truck. The HEMI badge on the grille would certainly help this new entry sell well, as it would the midsize Dodge Dakota, which has yet to offer a HEMI under the hood - and you know its coming.

After all, what better way to raise the excitement level of a mid-cycle refresh than pump up power to best in class standards - a position it already occupies by the way. HEMI has a habit of making anything that is already good, immensely better. And thanks to its advanced Multi-Displacement System (MDS), which electronically shuts down four of the engines eight cylinders when under light loads, up to 20 percent of otherwise spent fuel can be saved - an important consideration as pump prices escalate beyond $3.50 per gallon in some parts of the country. For model year 2006, MDS is standard equipment with all 5.7-liter HEMI V8-equipped Chrysler 300Cs, Jeep Commanders, Jeep Grand Cherokees, Dodge Chargers, Dodge Durangos, Dodge Magnums and Dodge Ram 1500s.

So, current oil crisis in mind just what is the take-rate of HEMI V8s for vehicles that also offer smaller, more fuel efficient V6 and V8 alternatives? You might be surprised to hear that North Americans who buy Chrysler Group products arent too concerned about rising fuel prices. Of all new Dodge Chargers being sold this month, 67 percent are rolling off the showroom floor equipped with HEMI V8 engines. Dodge Durango buyers are opting for the big V8 in similar fashion, with a take-rate of 52 percent. Sales of HEMI-equipped Dodge Ram 1500 pickup trucks are also robust, at 49 percent, while the Magnum manages an impressive 46 percent up-sell. The Chrysler 300 sells 42 percent of models with the HEMI inside, while sophisticated Jeep Grand Cherokee buyers only go HEMI 19 percent of the time, probably because the engine is only available with the vehicles top-line Limited package. Last in line, ironically, is the duo that reignited the modern-day HEMI buzz in 2002, the Dodge Ram 2500/3500 Heavy-Duty pickup truck lineup, with a take-rate of only 14 percent. Why so low? Most of these trucks are sold to industry fleets, where the high mileage usage and need to reduce fuel prices dictate the use of the optional 5.9-liter Cummins common-rail Turbo Diesel, which also works much better for the heavy duty tasks this truck is often asked to perform.

So, unless you happen to pull up beside a Ram 2500/3500 or a Jeep Grand Cherokee, theres a pretty good chance that you wont have to ask the driver, "That thing got a HEMI?", as theres a pretty good chance it does.