AUBURN HILLS, Michigan — The 2015 Dodge Charger SRT Hellcat, Challenger SRT Hellcat and Dodge Viper GTS have their claws out for the competition in a new "Predators" advertising campaign that will run July 3-23 in select movie theaters across the U.S.
"There are no more monsters to fear, so we have to build our own," says a voiceover in one commercial.
The trio is on sale now at Dodge dealerships.
The ?Predators' commercial will also air on a giant screen in Times Square on July 6 and during the Major League Baseball All-Star Game on July 14.
"Predators is about how these three cars are modern beasts that trigger a deep, visceral feeling," said Fiat-Chrysler in a statement.
Viewers see a "707" horsepower superimposed over images of the Charger and Challenger and "top track speed of 206 mph" over the Viper in the commercials.
The spots were filmed in Miami, using helicopters, drones and a camera mounted to another Hellcat, "as nothing else could keep up with the speed," the automaker said.
The campaign is unusual because these are small-volume niche vehicles aimed at a relatively exclusive audience.
"We don't build Hellcats or Vipers for high volume; we build them as brand-positioning statements," said Tim Kuniskis, president and CEO of Dodge and SRT brands, in a statement. "These vehicles may be a small percentage of our overall sales, but they send a very strong message about the brand personality and attitude."
Edmunds says: Dodge boldly says it wants to be America's mainstream performance brand, but expect a dogfight from the competition.