Dodge and SRT get Fast & Furious

Promotional partnership goes beyond just the 'Fast & Furious 6' movie

Published: May 28, 2013, 7:00 AM
Updated: November 22, 2021, 4:02 PM

Fast & Furious 6 - Dodge Challenger SRT8

Dodge and SRT (Street and Racing Technology)-brand vehicles play a prominent role in 'Fast & Furious 6,' the latest installment in Universal Pictures' billion-dollar movie franchise, which opened in theaters last weekend.

Vin Diesel, Paul Walker and Dwayne Johnson lead the returning cast of all-stars in the global blockbuster.

The SRT brand supplied a 2012 Dodge Challenger SRT8 to be driven by the film’s hero, Dominic (Dom) Toretto in various chase scenes throughout the movie.

Toretto also drives a 2012 Dodge Charger SRT8, powered by a 6.4-litre Hemi V-8 engine, and a vintage 1969 Dodge Daytona in the movie. Altogether, the production used 10 Charger SRT8s.

A Dodge dart is also featured in the movie.

"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 of Dodge Brand, Chrysler Group LLC.

"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," said Stephanie Sperber, president of Universal Partnerships and Licensing.

The partnership goes beyond just the movie itself with multi-tier marketing initiatives that include co-branded national, local and multicultural advertising campaigns as well as events, gaming, social media and merchandising.

Dodge created three new television commercials that include action clips from the movie interspersed with new vehicle footage.

A 30-second spot continues the 2013 Dodge Dart "How to" advertising theme, this time focusing on ‘How to Make Your Car Fast and Furious’.

A 30-second ‘Flash to the Future’ dealer commercial depicts a man in a dealership, interested in a 2013 Dodge Charger. As he sits in the car, a poster promoting the Dodge Event and "Fast & Furious 6" catches his eye.

Putting both hands on the steering wheel, he is instantly transported "into" the action of the movie. He takes his hands off the wheel, and when the salesman comes and checks on him he quickly responds, "Awesome!"

Additional elements of the partnership include a new Website, Fast & Furious 6 gear and Fast & Furious 6 licensed products

Working with Universal Pictures in the lead-up to the launch of the movie, the SRT brand created a No. 91 Fast & Furious SRT Viper GTS-R, which wore logos from the film at the first three races of the American Le Mans Series (ALMS) season.

Fans at those races were given the opportunity to take photos with the actual Dodge Charger SRT8 seen in "Fast & Furious 6."

The movie is now in theatres.