Chrysler will commence in November a marketing program at dealerships offering test drives of the SRT Viper. The carmaker recently disclosed that it was cutting back the output of SRT Viper, no thanks to slowing sales and the onset of the winter season. Ralph Gilles, head of Chrysler's SRT brand, remarked that they “really have to focus on putting butts in seats,” adding that many are “unnecessarily intimidated by the car."
The test-drive tour of dealerships will commence in November in the Southeast, shifting to other places as it gets warmer towards next spring. Sales of Vipers are traditionally better in spring than at other times of the year. According to Gilles, SRT will coordinate with dealers to schedule the test drives of the SRT Viper.
The Viper has a starting price of $104,480, including shipping, and it can retail at $160,000 or more, depending on options as well as dealer markup. Chrysler has sold 426 Vipers in the first nine months of 2013. Chrysler recently slowed down output of the Viper at its Conner Avenue site in Detroit from nine units per day to six. The carmaker said it would shift some workers at the site to other Detroit-area plants.