It takes place near the end of the year in that centre for understatement and restraint, Las Vegas. It's SEMA! If the name means nothing, 'SEMA' is an acronym for the Specialty Equipment Market Association -- and in America, it's BIG business.
All the car companies pull specially equipped cars out of the hat to showcase what is possible with some time and money. Otherwise unexceptional cars can turn into stunners with the right sort of performance parts and accessories. Imagine what can be done with a car that starts out as a 'halo car'.
For the 2007 event, Chrysler and Jeep will bring along a number of cars for the delectation of the punters. Three of the cars -- the Dodge Targa Newfoundland Caliber SRT4, the Sebring Tuner and the Dodge Nitro HEMI -- were also at SEMA last year.
Two new vehicles for this year are both Jeep Wranglers (more here).
The Wrangler JT is a pick-up based on a military Jeep platform. More than just a show car, the Wrangler JT has already taken part in the Easter Jeep Safari in Utah, proving its ability to handle steep grades and water crossings.
For SEMA, the Wrangler JT is finished in utilitarian beige, but features: a 76mm lift kit, BF Goodrich Mud Terrain tyres and a winch. Despite its spartan appearance and family styling cues, the JT is effectively a prototype, riding on a new wheelbase of 2946mm.
The other new Jeep is the Wrangler Ultimate. Based on the Wrangler Unlimited Rubicon, the Wrangler Ultimate combines up-market appearance and convenience features with a 76mm lift kit and BF Goodrich Mud and Terrain tyres on 18-inch polished alloy wheels.
Many of the exterior fixtures, such as fuel filler door, door handles and mirrors, are finished in chrome. The display vehicle is painted in an experimental colour, Liquid Charcoal Pearl.
Designers have set out to mix style and durability for the interior fittings. The seats are trimmed in an orange mesh fabric and Dark Slate Grey leather. Contrasting black stitching holds the whole lot together.
The instrument panel is finished in a two-tone silver combination comprising Argent Pearl and Satin Silver. A major feature of the interior upgrade is the multi-media entertainment and information system with DVD and screens for all passengers, front and rear.
The Sebring Tuner, which was first shown in 2006, has been kitted out with fog lights, a custom bonnet with hot air extractors, rear spoiler and HID headlights. The air intakes at the front feature mesh inserts in stainless steel with chrome bezels. Alloy wheels measure 20 inches and the car's ride height has been reduced 51mm.
The Nitro is also fitted with custom rims, these measuring 22 inches, and relies on four-piston Brembo brakes for stopping power. Chrysler's Dealer Technical Operations and Vehicle Build Shops widened the track by 51mm and lowered the ride height 76mm.
A high performance version of the 5.7-litre HEMI V8 was slotted into this special Nitro. Drive is via a five-speed manual transmission with a shift lever taken from the Viper sports car.
Inside, the seats are also taken from the Viper and are trimmed in black leather with violet stitching.
The Dodge Targa Newfoundland Caliber SRT4 is so named for the Targa Newfoundland Rally in which the high performance Dodge competed last year. Fitted with a 2.4-litre DOHC four with turbo, the SRT4 develops 224kW of power and 352Nm of torque.
The Newfoundland event is similar in character to Targa Tasmania and covers 2200km on sealed roads. In the 2006 event, the class-winning Dodge was driven by Ralph Gilles, Vice President of Jeep/Truck and CFM Design, Chrysler Group.
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