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Dodge Uses Documentary to Advertise Viper

Brand institutes new program to allow one-of-a-kind builds.

by on Jan.09, 2015

Dodge is looking to jump start sales of the Viper with a documentary about how the car is built in Detroit.

During the last four years, FCA US, the former Chrysler Group, has gotten a lot of mileage out advertising strategies emphasizing the story behind the car and focusing on the grit and determination and the Motor City authenticity that go along with brands such as Chrysler, Dodge and Jeep.

Now Dodge is taking a different angle in hopes jump start sales of the Viper with a marketing campaign that emphasizes the car’s unique blend of power, performance, exclusivity and craftsmanship. The campaign centers on a documentary entitled, “Viper: DNA of a Supercar,” captures the passion of the designers and craftsmen that create the vehicle.


Tim Kuniskis, the head of the brand also, showed reporters a 20-minute film that shows how the Viper is “hand-built” by FCA US craftsmen at the company’s Conner Avenue Assembly plant in Detroit. (more…)

Dodge Restarting Viper Production in November

Big price cut drives surge in orders for 2015 model.

by on Oct.29, 2014

Dodge is restarting Viper production next month with the 200 preorders for the 2015 model.

Viper fans take heart! Chrysler Group announced plans to begin production of the company’s halo sports beast next month with full production coming mid-November.

The automaker stopped production of the 2014 Dodge Viper SRT due to sluggish sales. However, after a $15,000 price cut that reduced the entry point to just under $85,000, sales took off. Not only did the maker lower the price, they allowed all Dodge dealers to sell the car.

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As a result, in September dealers sold more than two times as many as they did during the year-ago period: 108 compared with 45. It was also the first time the maker reached (and surpassed) the century mark in one month. Reports suggest that October results will be similarly impressive. (more…)

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.


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.


End of the Road for Current Generation Vipers

Dodge reveals 2010 Viper SRT10 Final Edition models.

by on Apr.07, 2010

Chrysler couldn't sell Viper assets so it planned to kill the sport car but then reversed itself.

In an attempt to wring out some final sales from the old Viper, Dodge is building a limited production run of 50 2010 Viper SRT10 “Final Edition” models.

They will be part of 500 2010 model year Viper coupe and roadster models, which went into production two weeks ago in Detroit at the Connor Avenue Assembly Plant, where they have been built since 1995.

A limited number of ACRX –  or racing – models are also in the mix. After 2010, there will be about a one-year hiatus in Viper production as Chrysler readies an update of the sports car with help from Fiat, which also owns Ferrari.

In a bankruptcy court filing back in May Chrysler Group LLC said there was no taker for the sale of the Viper sports car, its V10 engine, the intellectual property rights and its entire Conner Avenue plant for only $10 million. It then listed Viper as an asset to be disposed of by the old company. Apparently, a bid of some $5 million did not have financing behind it. Ultimately, the company changed its mind and decided to keep Viper as a brand when it emerged from bankruptcy last summer.

Available in Coupe, Roadster and American Club Racer versions, each Final Edition Viper exterior features a Graphite Clear Coat body with a painted black center stripe traced in red. Viper Coupe and ACR Final Edition models include a black windshield surround. All Final Edition models carry unique side sill badges.

Inside, a black interior has red accent stitching, red painted edges on the gauge cluster and bright stainless steel screws in the center stack bezel. A numbered dash plaque will be placed on the shifter bezel. There are also Viper Final Edition floor mats.

All Viper Final Edition Coupe and Roadster models have six-spoke wheels painted in Anthracite, while ACR models will come with five-spoke Sidewinder wheels in black. Pricing has not yet been released. Current 2010 models range from $86,140 to $86,890.