Until Marchionne took the helm, Dodge went through a long period where it wasn't clear what the brand was for. For every interesting product like the Viper or sporty trims of the Neon, there were dreary machines like the Stratus and Avenger.
Since then, the company has simplified its lineup to the Challenger, Charger, Durango, and Journey. It also re-absorbed the SRT performance brand so that the performance versions of these models can carry the familiar Dodge marque.
Recent launches like the Dodge Challenger R/T Scat Pack 1320 indicate that the performance-focused strategy isn't changing anytime soon.