Chrysler and the Dodge Viper have been struggling. It is so bad that production has stopped numerous times just because nobody is buying any.
Dodge’s recent $15,000 price cut is working, as September’s result makes up a large portion (about one-fifth) of the Dodge Viper SRT’s entire year-to-date only 546 units. The outgoing 2014 Viper, previously labeled as an SRT, started at $101,880, whereas the new 2015 model now starts at $86,990, both with destination. Dodge also retroactively applied the price cut to unsold 2014 models that were still sitting at dealers.
Though Dodge is expecting the restart the assembly process in mid-November, the remaining Viper inventory must continue to dwindle. Dealers have placed roughly 200 orders for 2015 model year Vipers, but they will not build until they are in need. Dodge plans to build only the GT and base SRT trim levels initially as it restarts production at Conner Avenue. As inventories of unsold 2013 and 2014 models decline, the brand will begin building its upscale TA and GTS trims again.
Slow sales of the sports car prompted Chrysler to idle production of the Viper for two months. The plant closed on April 14 and resumed production on June 23. However, that restart was short-lived, as production put back on hold 10 days later. Even before the plant closed its doors, production on the rear-drive coupe scaled back last year from nine cars per day to six per day. Chrysler, however, did not make a big deal of the matter, saying that the Viper never meant to be a high-volume car.
The plant will initially build the base model and a new GT variant introduced for the 2015 model year, and will then start upscale TA and GTS variants once unsold 2013 and 2014 models are moved. Dodge CEO Tim Kuniskis explained that this will get inventory down to a level where normal production of the full range can begin again.
Source: Holt Chrysler Jeep Dodge RAM