Chrysler Celebrates Production of All-New 2008 Dodge Challenger SRT8(R)

-  Highly anticipated 2008 Dodge Challenger SRT8(R) production begins at
        Brampton Assembly Plant
    -   Employees, guests join Chrysler executive Vice President
        Frank Ewasyshyn, President and CEO Chrysler Canada Reid Bigland for
        festivities
    -   Manufacturing expertise contributes to product quality
    -   Modern muscle car offers best of past, presentBRAMPTON, ON, May 8 /CNW/ - Chrysler LLC today celebrated the production
launch of one of the industry's most highly anticipated vehicles: the all-new
2008 Dodge Challenger SRT8(R). Dodge Challenger is back in Chrysler's line-up
as a modern muscle car with a new SRT8 model. A full line-up will follow in
the 2009 model-year. Consumer interest in the Dodge Challenger has been some
of the highest seen at Chrysler.
    The all-new Dodge Challenger is built at Chrysler's Brampton Assembly
Plant on the same assembly line as the Dodge Charger and the award-winning
Chrysler 300.
    "Even though the development time for this Dodge Challenger SRT8 is one
of the shortest in Chrysler's history, the wait for this exciting car has been
too long, and as of today, the wait is finally over!" said Frank Ewasyshyn,
Executive Vice President - Manufacturing. "Dodge Challenger represents the
best of Chrysler's past and future. The teams that worked to bring this
vehicle to market with quality and speed have done an excellent job."
    Nearly 1,000 employees and invited guests joined Mr. Ewasyshyn and Mr.
Bigland for the celebration.
    In addition to Chrysler Corporate executives and employees in attendance,
the Hon. Sandra Pupatello; Minister of Economic Development and Trade was very
excited about today's celebration. "The return of the iconic Dodge Challenger
and the tremendous interest its generating is a testament to Chrysler's
dedication to the Ontario auto industry," said Pupatello. "This government
will continue to work with Chrysler to ensure they continue to build on their
successes and investments in this province."

    Quality Manufacturing
    ---------------------
    To ensure quality targets were met and to foster a smooth manufacturing
launch, a team of Brampton employees spent months helping to build pilot
vehicles at Chrysler's Auburn Hills Technology Center. Then, early
preproduction models were built on the Brampton assembly line - rather than a
pilot facility - which allowed engineers to more realistically test the
production process.
    "The vision of rolling launches on lines that build multiple and variant
models is becoming a reality as demonstrated with the Dodge Challenger at the
Brampton Assembly Plant," said Fred Godetel, Vice President - Car and Minivan
Manufacturing. "Chrysler's Flexible Manufacturing Strategy, little more than a
theory a few years ago, is being proved out at plants across North America."
    The Brampton Assembly Plant features Chrysler's Flexible Manufacturing
Strategy which provides for the production of higher quality products at lower
cost. This unique system combines off-the-shelf robotics with customized and
interchangeable tooling to build a variety of products on a single assembly
line. This manufacturing expertise also allows the company to more quickly and
easily balance vehicle production with customer demand.

    Dodge Challenger
    ----------------
    The return of the iconic Dodge Challenger brings combines unmistakable
design cues reminiscent of the original Challenger with world-class
performance. Approximately 7,000 2008 model-year vehicles for North American
markets will be produced before 2009 model-year vehicles begin production in
August. For 2009, the company will offer three models: Dodge Challenger SE,
Dodge Challenger R/T and Dodge Challenger SRT8.
    "The return of the iconic Dodge Challenger brings combines unmistakable
design cues reminiscent of the original Challenger with world-class
performance," said Reid Bigland, President and CEO Chrysler Canada. "Dodge
dealers have seen a tremendous interest in the Dodge Challenger and 2008
models are already sold out."
    Although the original Dodge Challenger muscle car lasted only five model
years, the Dodge Challenger became one of the most storied muscle car
nameplates in automotive history, with meticulously restored and rare examples
today selling for six-figure prices.
    The Canadian MSRP for the 2008 Dodge Challenger SRT8 starts at $44,995,
plus $1300 destination charge.

    Customer First
    --------------
    With world-class products like the Dodge Challenger, Chrysler can respond
to customer insights and expectations with vehicles that truly capture the
essence of the company's bold spirit while exceeding customer expectations.
    The New Chrysler LLC is more nimble than a publicly held company and is
moving quickly to deliver more quality and value to Chrysler, Jeep(R) and
Dodge customers. The company initially approved 260 line item product
enhancements representing an investment of a half-billion dollars. The product
changes continue to grow and are currently at more than 400.
    The company also launched last month the industry's first on-line
Customer Advisory Board to establish two-way dialog with our customers and
thousands of people have already applied to be part of this board. As we move
beyond focus groups to gain insights that we can share throughout the Company,
this Advisory Board will be used to stay in touch with our customers.

    Brampton Assembly
    -----------------
    The Brampton Assembly Plant was built in 1986 and was later acquired by
Chrysler Corporation with the purchase of American Motors Corporation in 1987.
The Chrysler Concorde and Dodge Intrepid began production in 1997 and the
Chrysler LHS and 300M in 1998. Production of rear-wheel-drive vehicles started
in 2004 with the launch of the Chrysler 300 and Dodge Magnum. Production of
the Dodge Charger was launched in early 2005.
    The 2.95 million square-foot facility along with the Brampton Satellite
Stamping Plant occupies 269 acres and together employs approximately 3,200
workers, many of which are represented by the Canadian Auto Workers (CAW). The
satellite stamping facility was completed and production started in December
of 1991.

    Additional information and news from Chrysler LLC is available at:
    http://www.media.chrysler.com

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/

For further information: David Elshoff, [phone] (office), (248)
797-2300 (cell), [e-mail]; Jack Sulymka, [phone] (office),
[phone] (cell), [e-mail]