Viper sports coupe will still be badged as SRT, for now

Article by Andrew Christian, on May 26, 2014

The Viper sports coupe will still be badged as an SRT although Chrysler has returned the SRT brand to Dodge. The Viper has been badged as an SRT since it went back on sale last year, although its vehicle identification number carries designations technically and legally making it a Dodge. Viper was badged as a Dodge from 1991 to 2010.

Its SRT badging means that the only retailers who could the sports coupe those who earlier has shelled out $25,000 for the right to do so. Chrysler turned SRT into a brand in 2011, making it accountable for its own its profits and losses.

Since then, SRT has sold performance versions of Chrysler, Dodge and Jeep vehicles. SRT was still a separate brand when the re-engineered Viper was unveiled at the 2012 New York auto show. By fall of that year, Chrysler offered its retailers with two levels of SRT participation.

The first level entails a payment of $5,000 and allows dealerships to purchase a base agreement for tools, equipment, training, signs and preferential ordering and additional allocation of units like as the Jeep Grand Cherokee SRT8.

The second level, available for another $20,000, allows dealerships to purchase an agreement that give them the right to sell the SRT Viper. Only around 500 dealers availed of the first and second levels.

Dealers in the United States, however, sold only 591 SRT Vipers in 2013, with sales never going beyond 97 units a month. The situation improved this year, with dealers selling 255 units in the first four months of 2014.

Chuck Eddy, chairman of the Chrysler National Dealer Council, remarked that it is "a fair question to ask" about what will happen to the $25,000 fee that dealers shelled to be able to sell an SRT Viper.

He remarked that as of Jan. 1, 2014, he had nine Vipers, and has managed to sell seven of them five months later. Eddy, who operates the Bob & Chuck Eddy Chrysler-Jeep-Dodge-Ram outside Youngstown, Ohio, quipped that Viper business “always picks up in the spring.”

Topics: dodge, dodge viper, srt

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