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Viper Defanged as Chrysler Halts Production

Slow sales lead to two-month plant shutdown.

by on Mar.19, 2014

Storm clouds brewing for Viper as sales plunge?

It may be one of the fastest cars on the market, but the SRT Viper has also proven to be one of the slowest off dealer lots, and unexpectedly weak sales have forced parent Chrysler to shut down production for nearly three months – though some sources suggest that could stretch on until well into the summer.

The Viper has never been a high-volume product, especially when compared to General Motors’ Chevrolet Corvette. But demand has lagged unexpectedly since the Viper nameplate was revived last year after several years out of production.

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Total sales came to just 591 in 2013 and have been on a downward trend this winter – even as Chevy struggles to keep up with demand for the all-new, seventh-generation “C7” Corvette.

Officially, production of the Viper is set to go on hiatus at the end of the week of April 14, with the Connor Avenue Assembly Plant scheduled to start back up during the week of June 23. That move follows an earlier production cut announced last autumn due to weak sales.


SRT’s Track-Ready Viper Ready to Rock

Production of $123,000 model limited to run of just 159 cars.

by on Dec.02, 2013

Chrysler now plans to produce more limited-edition versions of the SRT Viper, such as the new TA.

Chrysler has launched production of a track-ready version of the new Viper in a bid to put sales of the domestic supercar into high gear.

Dubbed the SRT Viper TA – short for Time Attack – Chrysler’s performance division plans to produce just 159 of the special models set to blast  into showrooms this month for a price of $123,080. The “base” Viper starts at $97,395.

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Chrysler first revealed the Viper TA at the New York Auto Show, last spring and has revised some of its plans for the special edition since then, boosting output from an original 33 TAs, with production originally expected to begin several months ago.  A total of 93 of the track-ready models will be painted in a unique “TA Orange” paint – originally dubbed Crush Orange – with 33 more in Venom Black and 33 in Bright White.

“We’re shifting to more pre-packaged models like the TA,” Ralph Gilles, SRT president and chief executive officer, told


Chrysler Cutting Viper Production as Sales Slow

Affected workers to be reassigned.

by on Oct.04, 2013

The TA version of the SRT Viper will hit 60 in 3.3 seconds, with 11.3 second quarter mile runs.

Facing an unexpected slowdown in sales, Chrysler plans a one-third cut in production of its two-seat sports car, the SRT Viper.

Unveiled at the 2012 New York Auto Show and put on sale early this year, the $104,480 Viper was heralded as one of the best sports cars Detroit has ever produced – and more than capable of challenging European supercars costing twice as much.

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But with the sports car segment seeing the launch of a wide range of new products – including the all-new 2014 Chevrolet Corvette – sales of the Viper have been running short of expectations. This year’s surge in fuel prices hasn’t helped, nor is the lack of winter tires for the 640-horsepower two-seater.


Only Select Dealers to Get New SRT Viper

As few as 1 in 20 will get revived supercar.

by on Sep.21, 2012

The SRT Viper undergoing testing. Production begins in autumn, dealers officially launching sales in November.

If you’ve been saving your pennies for the return of Chrysler’s supercar, the all-new SRT Viper you now may be in for a search to find a dealer.

Letters are now going out to Chrysler’s 2,300 U.S. dealers letting them know whether or not they’ve been chosen to carry the reborn supercar.  The maker hints the number that have been approved will ultimately come to more than 100 to 150.

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That’s a turnaround from earlier plans.  When the maker revealed the reborn Viper, last spring, it initially indicated most retailers would be offering it.  But Chrysler apparently recognized that would create problems considering it only plans to produce about 2,000 of the 2-seaters annually, or less than one for each of its dealers.


First Look: 2013 SRT Viper

The snake charms again.

by on Apr.04, 2012

SRT chief Ralph Gilles - also Chrysler's corporate design chief, plants a welcome kiss on the new SRT Viper.

It’s the rare automaker that can keep secrets, but Chrysler pulled off a coup by keeping the covers on the reborn Dodge Viper up until the very moment the 2-seat supercar made its debut at the opening press day of the 2012 New York Auto Show.

Make that the SRT Viper, because the 2013 model will wear the badge of Chrysler’s Street Racing Team division when it returns to showrooms this year.  And it will live up to the full meaning of that name.  With its 640-horsepower V-10, Chrysler expects the 2013 Viper to dominate on both the street and the track, with the new model set to enter the American Le Mans Series.

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The launch of the snake is clearly one of the highlights of this year’s show, an overflow crowd struggling to get a look at the long-nosed sports car.  All but jumping for joy, Ralph Gilles, Chrysler’s chief corporate designer and the head of the SRT division, recalled the improbable story of the fight to revive the Viper – which former owners Cerberus tried to sell in the months leading up to the maker’s 2009 bankruptcy.

“It’s huge that we’re here today,” proclaimed Gilles. “It’s like being pregnant for 24 months.”


Dodge Confirms New Viper Debuting in NY

New driveSRT website promotes upcoming launch.

by on Feb.29, 2012

This tease of the new Dodge Viper also introduces the sports car's new logo.

The Chrysler Group has confirmed the all new Viper will be unleashed for the first time in the Big Apple, normally not the place one might expect to be driving a high-performance sports car.  But the reborn Dodge sports car will reappear during a press event at the New York Auto Show in early April.

In anticipation of the upcoming Viper reveal in New York, the Chrysler Group’s Street and Racing Technology brand has launched a revamped “” website to help show off its vehicles, which
are designed and built by the Chrysler Group’s in-house performance division.

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“We’re excited to bring the newly redesigned to life,” said RalphGilles, the SRT president. “The new site not only offers more exclusive content but it also provides unique ways to connect and stay connected with many enthusiasts groups that we’re building the new SRT brand around,” he added.