Both Ford and Chrysler go all in at Las Vegas for the annual Specialty Equipment Market Association show.

Nelly Flex

“Nelly” Flex

Rapper Nelly got to see his customized 2009 Ford Flex for the first time on Tuesday when it was unveiled as part of Ford’s press conference. Working with Ford Designer Melvin Betancourt, they created, according to Betancourt, “a custom-color blue car with a white roof, a great sound system, 22-inch wheels, an exhaust system with a little bit of a rumble on it, and a personalized interior.”

Inside, the Flex features black Tuscany leather with Katzkin® seats and blue stitching that picks up the unique blue exterior color. In addition, Nelly’s Flex features the industry-exclusive Ford SYNC™ technology and a CIM LIIV™ wireless Internet entertainment system, which enables passengers to enjoy web surfing, online games, e-mail, downloaded movies, music and live television.

SVT Raptor

Ford F-150 SVT Raptor R

Based on Ford’s F-150 SVT Raptor, the modified “R” version was developed by Ford Racing specifically to race in the Tecate SCORE Baja 1000. Using stock components of the F-150 SVT Raptor including the transmission, brakes and frame, the race version has more suspension travel, better approach and departure angles as well as racing specification seats, safety cage and harnesses.

Troy Lee Mazda

2009 Troy Lee Mazda6

Featuring a custom paint job by Troy Lee Designs and body modifications by Funktion USA, this new Mazda6 features 18” Momo Strike wheels, Hoosier tires and deep-tinted windows. Performance mods include Eibach springs, cross-drilled 6-piston brakes by Wilwood Engineering and custom brake fabrication by JD Performance.

Challenger Blacktop

Dodge Challenger Blacktop

To a basic 2009 Dodge Challenger R/T, the “Mopar Underground” added custom spoilers and a black-on-black racing stripe paint scheme. Modifications include a Mopar coil-over suspension and strut tower brace. The Blacktop rolls on 22” Dodge Viper wheels from Factory Reproductions with 265/35 R22 front and 305/30 R22 rear Dunlop tires.

Performance enhancements include a cat back dual-exhaust and cold air intake while inside, the Challenger features bright red Katzkin leather seats and a Mopar Kicker audio system.

Challenger SRT10

And Last but not Least…

Dodge Challenger SRT 10 Concept

Realizing that the 425 Horsepower might not be quite enough for some enthusiasts, Chrysler’s in-house performance organization, Street and Racing Technology, put together what has to be the ultimate Challenger.

Power for the SRT 10 comes from the Dodge Viper 8.4 liter V-10 engine with 600 horsepower and 560 lb. ft. of torque. The engine is mated to a Tremec TR-6060 6-speed manual transmission with Dodge Viper gear ratios. A single-piece 4” steel drive shaft connects the transmission to an aluminum differential with torque-sensing limited-slip.

Bringing all this power to a halt are silver-painted Brembo fixed calipers that feature six pistons in front and four pistons in back that clamp down on 2-piece 390mm vented rotors in front and 355mm vented rotors in the rear. Wheels are fully-forged Alcoa aluminum (20x9 front, 20x10 rear) with Pirelli P-Zero 275/35R20 tires in front and 275/40R20’s in back.

In a nod to the 1970 HEMI Cuda, the “10” also features a shaker hood – only this time, it’s constructed of carbon fiber, as is the deck lid and various aerodynamic bits fitted to the body.

Challenger SRT10 Concept