Dodge and SRT ‘Fast & Furious 6’

The Dodge and SRT (Street and Racing Technology) brands today announced their partnership with Universal Pictures on the upcoming film ‘Fast & Furious 6,’ opening in theaters May 24.

The partnership supports Universal’s latest installment in the Fast & Furious franchise with multitier marketing initiatives, including co-branded national, local and multicultural advertising campaigns, events, gaming, social media and merchandising.

The SRT brand supplied a 2012 Dodge Challenger SRT8 as the hero vehicle driven by the film’s hero, Dominic (Dom) Toretto, in various chase scenes throughout the movie. Toretto also drives a 2012 Dodge Charger SRT8 and a vintage 1969 Dodge Daytona. The production used 10 Dodge Charger SRT8 vehicles powered by stock 6.4-liter HEMI® V-8 engines.

“Dodge has been at the heart of the Fast & Furious franchise since the beginning and we are proud to be part of ‘Fast & Furious 6,’” said Tim Kuniskis, President and CEO – Dodge Brand, Chrysler Group LLC. “Like ‘Fast & Furious 6,’ Dodge fuels the passions of the automotive enthusiast. Our innovative vehicles stand apart in performance and style, providing our customers with a way to express who they are and what they can do in the world.”

“Dodge continues to be as much a part of the Fast & Furious franchise as our all-star cast who have the opportunity to sit behind the wheels of the Dodge Charger, Challenger and Daytona,” said Stephanie Sperber, President, Universal Partnerships and Licensing. “We’re thrilled to showcase this partnership on screen, especially with the action-packed sequences involving Dodge vehicles, in what has become one of the most successful franchises in Universal’s history.”

Dodge created three new television commercials to promote ‘Fast & Furious 6,’ including national, dealer and multicultural spots. All ads feature clips from the movie interspersed with new vehicle footage. The first advertisements began running Sunday, May 5