The 2004 Dodge Ram SRT-10; Truck Power Personified

    CHICAGO, Feb. 13 -- The boldest and baddest pickup
on the planet needs looks to match its swagger, and the 2004 Dodge Ram SRT-10
delivers from every angle.  Drawing heavily on the Dodge tradition of
producing powerful trucks with a strong sense of style, the Ram SRT-10's
chiseled features were sculpted courtesy of DaimlerChrysler's new wind tunnel,
and with a subtle nod to the Dodge Ram NASCAR truck series entry.
    "Our theme was to add muscle where it was needed, not unnecessary
adornment," said Trevor M. Creed, Senior Vice President, Design, Chrysler
Group.  "We spent a lot of time in the wind tunnel with the Ram SRT-10, so
that is why you see a deep front fascia with a splitter and a subtle rear
wing.  In fact, we have managed the aerodynamics of the Ram SRT-10 to give
this vehicle performance more befitting a sports car than a truck.  The rear
wing is not only functional, providing a reduction in lift, but it also
provides a reduction in drag, which is a rarity for a wing."
    The most noticeable exterior feature of the new 2004 Dodge Ram SRT-10 is a
unique hood that features a wide power bulge and scoop sitting atop the
signature cross-hair grille.  "Viper Powered" badges on either side of the
hood scoop leave no doubt as to what resides underneath.  Keeping things
simple, the Dodge Ram SRT-10 is available in black, red and silver only.  The
updated Ram lines of the Ram SRT-10 provide a look of machined elegance with a
lower -- and even bolder -- stance than the standard Ram.  The Ram SRT-10
rides on unique 22-inch polished aluminum "Viper-style" wheels, the largest
wheels available on production pickup.
    The new front fascia, unique hood with integrated air intake, billet
grille, lower ride height and ground-effect moldings provide plenty of
"hunkered down" attitude even before the red ignition button is punched.
From the side, an aluminum fuel filler, unique SRT-10 badging and red brake
calipers visible behind the 22-inch wheels distinguish the Dodge Ram SRT-10.
The rear spoiler, custom rear fascia with cutout for dual exhausts and large,
center-mounted chrome Ram's head badge provide the view for the majority of
the motoring public.
    "There is a slightly understated air about the SRT-10, especially
considering its performance potential," said Rick Aneiros, Vice President,
Truck Design.  "But as powerful as the overall theme of the Ram SRT-10 is, we
were determined not to make this another boy racer truck.  We added functional
aero tweaks to deliver a truck that can handle 150 mph-plus speeds.  Its true
design identity is found in the unique details, such as the red brake calipers
visible behind the new 22-inch wheels, the mesh grille covering the air
intakes and the lowered stance.  The SRT-10 is instantly recognizable as
something different from Ram, more powerful but with subtle detailing.  It
means business."
    Inside, heavily bolstered racing-derived leather seats with black suede
perforated inserts and a carbon-fiber leather trim steering wheel let drivers
know this is no ordinary Ram.  The "SRT-10" logo is embroidered on the
headrests.  Silver trim adorns the center stack and a silver trim strip with
an "SRT-10" badge resides on the passenger side air bag.  A red Viper start
button on the dash provides further evidence that this Ram is something
special.  A custom "Hurst" shift lever sprouts from a silver metal shift bezel
and is topped by a Viper style shift knob.  Aluminum performance pedals
replace the stock set up.
    A new gauge cluster with satin silver-faced gauges feature Viper font and
graphics and appropriately recalibrated speedometer and tachometer to
accommodate the SRT-10's visceral performance.  The best-in-class interior
space is maintained from the standard Ram.
    "We wanted to capture the feel of a sports car without sacrificing the
safety, utility and luxury afforded by the standard Dodge Ram," said Mark
Trostle, Design Manager, Truck Exterior and Interior Studios.  "The carbon
fiber trim on the leather steering wheel, satin silver center console and
interior door handles and the unique door trim panels differentiate the SRT-10
from the standard Ram and create an environment that enhances the
sport/performance feel of this truck."