The original SRT package was more badge than brand when it first turned the Dodge Neon into a turbocharged sport compact. But in the past decade the SRT brand has become more and more important to Chrysler’s performance aspirations. With the Viper migrating from Dodge to SRT, it seems Chrysler has even bigger plans in store for SRT.

In fact, the brand just rolled out its very first commercial, and it is a brilliant testament to the emotion and passion that an automobile can inspire. This is a beautiful, beautiful commercial that speaks to the heart and soul of the SRT brand.

Have you ever stepped back and asked “Why do I love cars so much?” This SRT commercial explores the passion a motor vehicle can inspire, as well as the connection between automobile and maker. The words were carefully chosen, the setting and scenery deliberate to evoking the strong emotions we associate with not just owning, but experiencing a performance car like the Viper.

It’s a slick, well-done video, and certainly adds fuel to the rumors that the SRT brand will be poaching models from Dodge, allowing Chrysler to discontinue the Dodge brand. The Viper was the biggest change, but rumor has it the Charger and Challenger could end up under the SRT halo as well. While we appreciate the passion that this video evokes for the SRT brand, what about a little bit of brand loyalty as well?