Regardless of the justification, it's this type of "shuffling" that cheapens the brand and destroys the value.

SRT as a standalone brand was a bad call from the get-go... but having SRT models within Chrysler/Dodge/Jeep was smart. It allowed EACH brand to have a performance version, not necessarily force any brand to adopt sport/luxury as a whole. To wit... Jeeps were known as "trail ready"... but the SRT Jeep became a legend and gave the brand some caffeine. Chrysler was all but inconsequential, but the 300C SRT-8 gave the brand some teeth again. Sadly, our cars weren't much impact.

This sounds like a silly idea from new management that simply wants to put his/her name in the company timeline.

Playing musical chairs with the platforms (Viper was Dodge, then SRT, now Dodge again...) simply confuses the market and destroys credibility of the brand.

A Mustang will still be a Ford in ten years... a Camaro, will still be a Chevy... But a Viper? WHO KNOWS!