Slow sales prompt Chrysler to cut output of SRT Viper

Article by Anita Panait, on October 4, 2013

Chrysler Group has reduced the production of the SRT Viper sports coupe by a third due to slow sales, increasing inventories, and the start of colder weather. Chrysler is also reassigning a still unknown number of workers at its Conner Avenue Assembly plant in Detroit to other plants.  The workers were already informed of the move, which will not result to layoffs, according to a Chrysler spokeswoman. 

Under a revised production schedule, Chrysler will build six Vipers per day, down from the average of nine units per day. According to Ralph Gilles, head of the SRT brand, the Viper's delivery to Chrysler's 443 SRT-certified dealers experienced delays earlier this year due to difficulties in achieving internal quality standards set for the exotic sports coupe.

Gilles admitted that Chrysler had a late start for the rollout of the SRT Viper, which was originally scheduled for shipment in late 2012. The initial shipment of 67 units only occurred in April 2013.

The carmaker has lifted its self-imposed quality standards over the summer and shipped over 200 held Vipers to its SRT dealers in July and August. Gilles remarked that they “typically do very well” with the Viper in early spring.  

Chrysler unveiled the reengineered two-seat 2013 Viper in April 2012 at the New York auto show, but it was only rolled out in early 2013. The Viper is powered by Chrysler’s most dynamic powerplant -- a naturally aspirated V-10 that provides 640 hp of output and 600 pounds-feet of torque.  

The 2014 SRT Viper carries a starting price of $104,480, including destination, plus a "track day" of professional driving instruction. Gilles had said that Viper output would be limited to 2,000 vehicles annually, but recently remarked that the figure number was optimistic.

He remarked that they are making sure that they don’t overbuild, considering the standing of such car in the current economy and how Chrysler controls the market. Chrysler built 805 Vipers for the 2013 model year, and has now shifted to producing 2014 models.

The brand-new 2013 SRT Viper premiered at the 2012 New York International Auto Show, marking its highly awaited comeback to the high-performance sports car market.

The fifth generation of the classic two-seat, American-assembled supercar has been purposefully advanced to integrate premium craftsmanship, a plethora of cutting-edge innovations and ergonomic enhancements while honoring its instinctive heritage of outright performance.

After a terrible period of unreliability, the Street and Racing Technology brand group is amazingly pleased that their hand-made-in-Detroit, pioneering supercar is back on track and prepared to go up against the performance car world. Beyond being the leader for the new SRT brand, the unveiling of the 2013 Viper demonstrates that they simply would not let the performance symbol of the Chrysler Group die.

Willed to live on by an extremely talented team of performance enthusiasts inside the organization and across Viper Nation, this SRT group under their new leadership was motivated to not just keep on the iconic Viper, but to build a first-rate supercar that would highlight the absolute best they bring to the table.

Two new models for any performance buyer

For the 2013 model year, two brand new models of the classic supercar will be hand-made at the Conner Avenue Assembly Plant in Detroit - the home of the Viper since 1995. Both SRT Viper and SRT Viper GTS models provide fresh interior and exterior designs integrating sophisticated materials and new exterior surfaces with aerodynamically functional details that are flawlessly incorporated into the high-tech carbon fiber and aluminum skin. Internally, engineers and designers endeavoured to reanalyze all touch points; and enhance every material appointments and advancements.

Topics: dodge, dodge viper, srt, sales

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