Chrysler Group’s SRT (Street and Racing Technology) brand today announced it is teaming up with Universal Pictures in the United States to promote “Rush.”
It is a Ron Howard biographical action film based on the true story of Austrian Formula 1 champion driver Niki Lauda and his return to racing after a 1976 crash that almost took his life. The movie opens Sept. 27.
SRT will help promote the movie to its fans at racing events, via the brand’s website – www.driveSRT.com – where “Rush” movie stills can be viewed, and on the brand’s social media channels.
“SRT owners and fans are genuine auto and racing enthusiasts,” said Beth Paretta, director – SRT Brand and Motorsports Marketing and Operations, Chrysler Group LLC.
“Every aspect of performance vehicles and motorsports is part of their DNA, and they’ll love the action and adrenaline of ‘Rush,’ the story of one of the greatest rivalries in Formula 1 racing history.”
The SRT brand has added graphics from the film to its No. 91 Rush SRT Viper GTS-R race car that competes in the GT Class of the American Le Mans Series (ALMS).
Upcoming ALMS events where the SRT motorsports team will compete include the Aug. 31 Grand Prix of Baltimore Presented by SRT weekend and the Sept. 21 Circuit of the Americas race in Austin, Texas.
The Chrysler Group’s SRT brand uses a product development formula featuring five hallmarks: awe-inspiring powertrains; outstanding ride, handling and capability; benchmark braking; aggressive and functional exteriors; and race-inspired and high-performance interiors.