“What does that mean? It means no more of what we call ‘rat gray’ interiors!” Dodge CEO Ralph Gilles proclaimed yesterday at the 2011 Dodge product line announcement at the Los Angeles Auto Show. “This year is about major interior changes.” he continued.

Unabashedly admitting that one of Dodge’s key pitfalls have been the quality of materials used and the overall designs of its interiors, Gilles concluded, “American cars have always be beautiful on the outside. Now its time to be just as beautiful inside.”

Dodge’s CEO accompanied the all-new Dodge Durango (based off of an elongated version the award-winning and class-dominating Jeep Grand Cherokee), the revised Journey, Grand Caravan, Avenger, Challenger, and of course, the new ’11 Charger up on stage. Slathered in various shades of look-at-me red, the Dodge lineup is a compressive collection of anything-but-entry models. “I hate ‘base models,'” Gilles griped to the crowd.

And it makes sense. Gilles started his career at Chrysler over 18 years ago, beginning with the Design Department, with a strong personal fervor for interior aesthetics.

Hiring nearly 30 new designers in the last few years, Gilles has made it a personal quest to eradicate Dodge’s stodgy reputation for styling. Gilles was personally responsible for the design of the ’05 Chrysler 300C, which heralded the eventual change of the managerial guard last year.

Now, all V6-equipped Dodges will be available with the same interior and cosmetic amenities as their V8-equipped siblings. “These cars need to be fun to drive,” the CEO stated.

In addition to optional equipment being OK’ed for all models, entry level vehicles will come standard with “Ring of Fire” LED lighting, navigational computer screens, driver’s assistance for blind spot negotiating, and Chrysler’s Rear Cross-Path Direction and Forward Collision Warning systems.

Soft, plush interiors are now available in a wider array of coloring and combinations, allowing for a broad range of customization. While enhancing the driving experience was at the forefront, Dodge’s central focus was on lifestyle.

So much so, that Dodge is preparing to build a completely “murdered-out” version of the Caravan, titled internally as the “Man Van,” it’ll hit showrooms as an R/T.

Gilles made himself available for an intimate one-on-one time as well as a small round table where members of various online media were able to pick the CEO’s brain. Street Legal TV was there and tried to squeeze out the skinny on a possible street legal Drag Pak Challenger, the future of the Viper, and what Dodge is really wanting out of the Charger.

“We focused this year on getting the [all-new Pentastar] V6 right,” Gilles prefaced. “We poured a lot of work into the air box because the sound of a good intake is just, if not more, visceral than exhaust.

The same air box designed for the V6 works so good that its now on the V8s.” At 305hp, the Challenger’s V6 makes a curious 13 more horsepower than the entry-level Charger.

The lowest-tier Challenger also benefits from all the work dedicated to getting the new Charger to ride right. “The new suspension geometry develeped for the Charger is now found on the Challenger,” Gilles revealed.

For the highest-level Challenger, the highly publicized blue-and-white striped (or inverted paint scheme) 392 Challengers are the “392 Inaugural Editions.” Dodge will produce only 1,100 units for the States and a meager 392 units for Canada with an available white leather seating.

Employing the larger 392 plant, the SRT8 Challenger surprisingly outshines its preceding plant in both city and highway mileage as well as horsepower and torque. And while the Inaugural Editions might not be your cup of tea, the remaining SRT8s will be available in the color selection you’d likely expect from Dodge (as well as some new ones).

Regarding the Charger, Gilles announced publicly, “The Charger fundamentally represents the brand.” Quite the statement. Designers of the ’06 Charger had admitted privately that while years were poured into the development of the preceding Charger, the decision to name it the “Charger” was made at the 11th hour by the then German marketing department.

Today, the ’11 Charger is leaps and bounds closer to the vehicle from which Dodge enthusiasts and loyalists have been comparing the 5th generation Charger to.

It’s strong shoulder lines, deep alcoves in both the forward doors and twin scoops in the hood shout Second Generation Charger. Gilles kept referring back to its hundreds of LEDs shoulder-to-shoulder rear taillight. “It’s just delicious!” the designer-turned-CEO gushed.

And half-assing the Charger is simply not an option. “All Chargers will have dual exhaust, with a V8 or a V6. It’s a Charger!” Gilles proclaimed. The new Charger’s interior was a challenge as the goal was set to match brands like Audi and BMW while keeping the $25,995 starting price.

Even Chargers equipped the 292hp V6 will have the same real aluminum interior bezels, heated-and-cooled lighted cup holders (wait, what?), Forward Collision Warnings, Backup Warning, and soft interior materials as the R/T models.

And the new R/T models can now sport the same hard-biting suspension found on the SRT8 models with the optional Super Track Pak. There was no word on a SRT8 edition of the Charger and the RedLine Edition was conspicuously hidden deep in the Los Angeles Convention Center parking structure (which we didn’t find until leaving late yesterday).

“We’re always aware of our history,” confided Gilles one-on-one. “We designed this Charger to appeal to everyone, you [implying the old school enthusiasts] and the general car-loving public.” But work on the Charger isn’t over yet, “You’re seeing this Charger. We’ve been working on this for four years. Right now, we’re already working on the 2013 and 2014 models.”

When questions turned to the future of the Viper, Gilles light up, “Spent some time at Ferrari. There’s a lot of technology there that we’re going to use on the new Viper.” Gilles did hint a couple of things that bare significant consideration:

“We want everyone to be able to drive this new Viper. I want my wife to be able to drive it,” suggesting that the Viper’s love it-or-hate it aggressive nature might be finally curtailed, implying the presence of driver’s assistance programs to help broaden the snake’s appeal.

“There’s three new Vipers driving around Detroit right now in old skin. You’ll see the new Viper June 2012 as a 2013 model. That’s a promise.”

Gilles also slipped in mentioning potential “stages of the Viper.” Is this a nod at the long-rumored HEMI-powered lower-tier Viper? The 392 – in its once Mopar crate motor form – produced 520 fuel injected horsepower. Will a 500hp 392 HEMI accompany the 600-plus V10 Viper?

Regarding the all-aluminum V10, Gilles was adamant that the V10 is a central part to the Viper’s persona. “In fact, when the future of the Viper was still up in the air, we dropped it into the Challenger.”

This lead to the question of a future SRT10 Challenger. Gilles smirked, “When the Viper was dead? Yes. Now? No.”

With variations of the Challenger up for discussion, Street Legal TV was quick to ask, “When will we see a street legal Drag Pak for the street?” Gilles cocked a single eyebrow like Riddler whose puzzle was inches from being solved, “It is an interesting idea, isn’t it?”