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Christopher Bruce2013-10-03 14:46:49

Chrysler Cutting SRT Viper Production Due to Low Demand

Will refocus on the car next spring

 
 
Slideshow
The Viper has not lived up to expected sales

ChryslerChryslerChryslerUnited States of America, 1925 > present70 models
875 photos
1 video
is cutting production of the new SRTSRTSRTUnited States of America, 2010 > present5 models
296 photos
1 video
ViperViperSRT ViperUnited States of America, 2013 > present33 photos
1 video
after being on sale since April due to low sales and winter coming for much of the United States.

The SRT Viper is made at Chrysler's Conner Avenue Assembly Plant in Detroit, Michigan. Chrysler will not lay off any workers; instead they will be moved to other, local Chrysler factories. Production will not stop completely. It will slow down to six cars per day from nine a day currently.

SRT head Ralph Gilles blames the low sales on the late production start of the Viper. It was first revealed at the New York Motor Show in April 2012 but did not go on sale until April 2013. Gilles says that SRT products tend to start selling well  in the spring when the temperatures start warming, but it was not ready with enough Vipers at the time.

"We got off to a late start. We had hoped to begin shipping vehicles late last year, but we shipped the first 67 units in April. We typically do very well with the Viper in early spring," said Gilles said.

The latest Viper starts at $104,480, after the destination fee, and each car comes with a day on on-track driving instruction. Power comes from an 8.4-liter V10 with 640hp and 600lb-ft of torque.

SRT had hoped to sell 2,000 Vipers this year and had sold 805 through August.

Only specially trained Chrysler dealers can sell SRT products and salesman must go through extra training to sell them.

To boost demand in 2014, SRT will be bringing Vipers to dealers with professional drivers to organize test drives. Many dealers will not let buyers test drive the car because of their expense and lack of trust in potential buyers. Bringing in outside cars that are owned by SRT gets around this problem.

"We really have to focus on putting butts in seats. A lot of people are unnecessarily intimidated by the car,” said Gilles.

Source: Automotive News

Encyclopedia
SRTSRT
Viper Gen.5Viper Gen.5
ViperViper
Engine
V 10 (90º vee)
Displacement
510 cu in
Top Speed
206 mph
Transmission
6, Manual
Maximum power
640 hp @ 6150 rpm
Type
Fixed-head coupé
Fuel
Petrol
Fuel consumption (combined)
--
price
--
annual ownership cost
--

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