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Despite Slow Start, Chrysler Insists Viper Building Momentum

Volume “not our be-all and end-all,” says Gilles.

by on Nov.26, 2013

SRT chief Ralph Gilles - also Chrysler's corporate design chief, plants a welcome kiss on the new SRT Viper during its 2012 NY Auto Show debut.

Launched with plenty of ballyhoo last year, Chrysler Group’s reborn Viper has generated more buzz than business. But the head of the fledgling SRT brand insists the Detroit supercar continues to build momentum.

If anything, SRT CEO Ralph Gilles – who also serves as Chrysler Group chief designer – insists that dealers have been a bottleneck and that the order books for the Viper are close to full.

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Nonetheless, the maker is not looking at sales alone when it measures the success of the Viper. “Volume is not our be all and end all,” said Gilles.

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