The Dodge Viper Lives . . . to Die Another Day?

Robert Farago
by Robert Farago

The official announcement was made earlier (see what happens when you play badminton with your daughter?). Here’s the memo sent to employees:

Dear Employees: Dodge is proud to announce the continuation of Dodge Viper SRT10® production beyond the 2009 calendar year! Originally slated to cease production in December 2009, the Viper business is no longer for sale, and the Connor Avenue Assembly Plant, the sole home of Viper production since 1995 will continue to produce the V-10 powered sports car. This is great news for our Company as well as for the dedicated team at the Conner Avenue Assembly Plant in Detroit who build this iconic American car. We at Chrysler Group LLC are committed to building great products that exceed the expectations of our customers and, over the years, the legendary Dodge Viper is the type of great product that has set our company apart.

Since the Viper’s introduction as a concept car at the 1989 North American International Auto Show in Detroit, it has captured the hearts and imagination of enthusiasts around the world. Then as now, Viper remains a pure formula for “melding man and machine.” With its dramatic styling and 600 horsepower, the 2009 Dodge Viper SRT10 is simply the ultimate Dodge. Available as a coupe or roadster, the Viper SRT10 launches from 0 to 60 mph in less than 4 seconds and reaches a top speed of more than 200 mph. Viper is a powerful reminder of the great vehicles that make this company extraordinary!

[thanks to Autojunkie for the inside dope]

Robert Farago
Robert Farago

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  • Golden2husky Golden2husky on Jul 12, 2009

    I think Pete can be let off the hook now...He was man enough to admit his comments were need to BEAT him...

  • Cardeveloper Cardeveloper on Jul 12, 2009

    Frustrated Consumer... sorry for the long delay, been doing some real world stuff :) Unfortunately, my info is insider details, but I would tell you, even within Chrysler, they disagree with the true profitability of the Viper. There's lies, damn lies, and statistics... this falls into the statistics column! Every car gets a percentage of some kind towards incentives (rebates). Viper is calculated at some number between 5-15% (I don't know the true number). This is booked as an expense. taking into account that number and fully taking into account the development team, the Viper shows a loss each and every year. BUT, they sell out the Viper production without any rebates, and the development team performs other duties, i.e. SRT development.

  • Ronnie Schreiber Ronnie Schreiber on Jul 12, 2009

    venator, gslippy, correct on the citation, now why is my use ironic? Speaking of Mopar ACR's there's a Neon ACR for sale on Detroit Craigslist for $2150.

  • SCE to AUX SCE to AUX on Jul 13, 2009

    @Ronnie Schreiber: You believe - as with Isaac - that the Viper will live today, only to die later? You may be right. But no product/brand lives forever, except maybe the Corvette. The Viper is 17 years old. That's pretty good for any nameplate. I would guess its longevity will ultimately be tied to its profitability.