Has Cerberus killed the Viper?
by John Neff on Feb 8th 2008 at 2:09PM 
click above to view more high-res shots of the 2008 Dodge Viper SRT10
According to Jalopnik, yes. We reported yesterday that as a part of Project Genesis, Chrysler was planning to cut more models in addition to the PT Cruiser Convertible, Pacifica, Crossfire and Magnum. Jalopnik is reporting that, according to several of its sources, the decision has already been made that the Dodge Viper SRT10 will be cancelled, as well. The decision was reportedly made after Cerberus took control of Chrysler and was not part of the automaker's future product plans prior to its split with Daimler.
While the current 2008 Dodge Viper SRT10 just received an update for 2008 that includes a new version of its iconic V10 engine capable of producing 600 horsepower and a track-ready ACR model, it was only ever meant to be on the market for another two years until the fully redesigned next-gen Viper bowed. Since that's reportedly not going to happen, the Viper will reportedly be sold as is through the 2011 model year.
The Viper has never been a cheap car to build, being assembled by hand at the automaker's Connor Avenue Assembly Plant. The obvious argument for killing the halo car is that money spent on developing the next-generation Viper could go towards better interiors and more appealing designs for bread and butter models, the sales of which keep the lights on at the company's Auburn Hills, MI headquarters. The Viper, however, has always been more than just a halo car for Chrysler, it's been a symbol of what the company can do when it's firing on all cylinders. If this report is true, to see it cancelled indicates just how lean these times really are for Chrysler under its new management.
[Source: Jalopnik]
Reader Comments (Page 1 of 7)
Torrent 2:20PM (2/08/2008)
Too bad. But I'd take a ZR1 anyway.
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TwinTurbo3000GT 11:32PM (2/08/2008)
I dont deny it's performance, but 95% of people dont even glance when a 'vett rolls by, no matter what trim is it. A viper, on the other hand, will turn just about everyone's head. It is truely a one-of-a-kind, striking, jaw-dropping, fantastic machine, and there just isnt another car that can replace it, especially at the price. it truely is an affordable supercar.
A truely sad day in automotive history. It will be missed.
srDRIVEN 2:23PM (2/08/2008)
I don't think I'll be sad to see it go. It has been a good run, but it never seemed to get its act together. It had incredible brute strength, but other things were lacking; in earlier models it didn't do corners all that well, and in recent years, the driving position stunk and the interior materials and design were not worth paying 80K for. A kick to drive, yes. A car to own or live with, meh. I can see where they're coming from on this cut.
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naggs 2:25PM (2/08/2008)
if chrysler has some excellent products for sale by the time 2011 rolls around, the loss of the viper is forgivable
if they are counting on the new chinese fwd demon to satisfy the sportscar enthusiasts, then i am afraid that cerberus has already lost every penny they have sunk into a dead brand
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MyCarProjects.net 2:43PM (2/08/2008)
I'll bet most people don't even know the Viper has made it this far. It's just not on anyone's radar anymore. I hate to see it go, but it's time.
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Jason 2:31PM (2/08/2008)
I hate to see this car go away, but it's like you said, the car represents what a company can do when it's firing on all cylinders.
Clearly Chrysler is pretty far from that right now so why not roll up the designs and come back strong later?
Just because it's gone now doesn't mean it's gone forever. Ask a Camaro buyer.
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Insiderunknown 2:30PM (2/08/2008)
Sad to see it go, especially since chrysler does make money on every viper sold...not much, but hey its better than most companies who lose money on their Halo cars.
I still think the platform should still be around, with 6.1L hemi and reskined as the chrysler firepower concept from a couple years back. Could lower prices to more reasonable 60g range and since it would be based on existing viper chassis cost could also be held in check.
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Seoultrain 2:30PM (2/08/2008)
The car gods surely frown on such behavior, and Cerberus can only watch as Chrysler dies a slow and painful death.
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TriShield 2:30PM (2/08/2008)
Cerberus should be killing the mainstream garbage that's sinking the company, not the cars people actually want to buy from it.
Halo vehicles are good for brand image and create enthusiasm for the company like the Viper. What would GM be without the Corvette?
They should be killing the Compass, Patriot, and Commander. They should have redesigned the Pacifica (the original crossover) instead of bringing out the crappy-looking and half-baked Journey.
Some of the product cuts they're making really make no sense.
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TriShield 2:31PM (2/08/2008)
But, if there are any V10 powertrains leftover please make a Challenger SRT10.
Thanks.
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JayP 2:33PM (2/08/2008)
How much of this is driven by the new CAFE standards?
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psarhjinian 5:04PM (2/08/2008)
Not much. The Viper is only a very small percentage of Chrysler's annual fleet sales.
This is going away because it's not cost-effective, especially in light of the redesign costs needed to beat the ZR-1 and it's successors.
Zeyad 2:36PM (2/08/2008)
well....it's too bad to see it going...
because Cerbrus are WRONG about it...
when the viper first came out , it was the answer the 911.
but now it's the corvettes turn to do that . The Viper is now just an American Icon . And Cerbrus should respect that . One of the main reasons why they're cutting it off is becuase "HEALTH AND SAFETY" and ofcouse "GLOBAL WARMING"....i'll bet that we wont see the 8.3 V10 forever!!
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sw 1:31PM (2/10/2008)
What? The viper was NEVER the answer to a 911. The viper was a throwback to old time muscle cars, the Porche a track bred machine. They are two completely different cars.
Insiderunknown 2:38PM (2/08/2008)
None, viper sells in such low volume it has nearly no effect on cafe..especially when you consider how truck dependant chrysler is...the viper alone will do nothing towards cafe
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FThorn 2:40PM (2/08/2008)
Sometimes death begets legends. And they are NOT getting rich on the Viper
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Anthony Vello 2:42PM (2/08/2008)
A much as I can appreciate the Viper, I'm glad.
Now I have no reason to even consider buying a Chrysler, ever.
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Benfolio 2:43PM (2/08/2008)
"Cerberus should be killing the mainstream garbage that's sinking the company, not the cars people actually want to buy from it."
You hit it on the head. People WANT to buy it, but not too many actually do.
What would you do it you were a failing car company? Concentrate on the mainstream cars that alot of people buy and make you money, or the niche cars that cost alot of money to produce, but don't sell in enough volume to make you money?
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robert bell 2:59PM (2/08/2008)
This is just another indication that Cerberus's game plan for the entire Chrysler line is to tidy it up for piece meal sale to the highest bidder. Cut costs by deleting "marginal" product like the Viper, make your margins look better by "streamlining" your dealer network
(and, thus, being able to downsize the staff and infrastructure necessary to service same) and do a couple JVs with Chinese manufacturers to get your product costs down and your are then ready to sell Jeep, Dodge and Chrysler off to foreign firms eager to enter the U. S. market with a ready made dealer network to sell their cars or to plug a hole in their product line with an instant iconic brand (e.g. Jeep). As our currency continues to tank, let the bidding begin!
The Cerberus boys are from Wall Street, not Motown. They are in this to clean up the balance sheet ASAP, put as much lipstick on as many pigs as possible and flip their investment for a maximum return and, then, turn the profit on this deal to something else. Their stewardship of Chrysler is not to save it , but to rerfurbish it for a sale.
If Ceberus was serious about running a car company, they would name their plan Project Phoenix, not Genesis.
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meshies 3:03PM (2/08/2008)
Good points.