Chrysler Dropping Hemi Branding from Marketing Efforts to Focus on Fuel Economy

Chrysler will begin to shy away from the performance-oriented Hemi brand in its marketing in favor of a greener and more efficient image. According to a report by the Wall Street Journal, the Hemi name will be use sparingly for the line of V8 engines across all Chrysler products.

Instead, Chrysler intends to put marketing dollars behind its new Pentastar V6 engine and new technology borrowed from Fiat – like the Italian automaker’s Multiair variable valve timing. Chrysler claims that the new Pentastar engine will improve fuel economy in its vehicles by as much as 25 percent. Over time it is also expected to also feature direct-injection and turbocharging.

The Hemi name will still be used on certain Dodge and Ram vehicles, but will be cut entirely from Chrysler models. Instead, Chrysler will refer to the big V8 engines only by displacement or cylinder number.

[Source: WSJ via LeftLaneNews]