You Had Your Chance: Chrysler says Viper program is no longer for sale
2008 Dodge Viper ACR - Click above for a high-res image gallery
The future of the Dodge Viper has been in question since the summer of 2008, when it was reported Chrysler was considering selling the rights to their halo sports car instead of killing it all together. Initially, there seemed to be plenty of interested parties, including Roush and Saleen, but the dwindling economy led to just one lowball offer from Michigan-based Devon Motor Works. Even after the Viper's production facility re-opened last month, it was still assumed that the 600 horsepower sports car would up for grabs. Not anymore.
Today, Chrysler announced that the Viper program is no longer for sale and that it will be continued to be produced past the end of the year at the Conner Avenue Assembly Plant. There was no mention as to why the decision was made or what will happen beyond 2010, but for now, the Viper is safe. The official press release doesn't offer much information, but you check it out after the jump, along with a video from Chrysler discussing the decision and giving brief history of the Viper.
Gallery: First Drive: 2008 Dodge Viper ACR
Photos copyright ©2009 Drew Phillips / Weblogs, Inc.
PRESS RELEASE:
Chrysler Group LLC announced today that production will continue for the legendary Dodge Viper SRT10.
Originally slated to cease production in December 2009, the Chrysler Group Connor Avenue Assembly Plant -- the exclusive home of Dodge Viper production since 1995 -- will continue to build the V-10 powered sports car. Chrysler Group is no longer pursuing a sale of the Viper business assets.
"The Dodge Viper has successfully captured the hearts and imagination of performance enthusiasts around the globe," said Mike Accavitti, President and Chief Executive Officer, Dodge Brand. "We're extremely proud that the ultimate American-built sports car with its world-class performance will live on as the iconic image leader for the Dodge brand. "
Introduced as a concept car in 1989 at the North American International Auto Show in Detroit, the Dodge Viper was designed and engineered to test public reaction to the concept of a back-to-basics, high-performance, limited production sports car.
The reaction was so overwhelming that customer orders began to flow in even before the auto show was over. Chrysler Corporation immediately decided to determine the production feasibility on transforming the crowd-pleasing Dodge Viper show car into a limited-production sports car in no more than three years.
In May 1990, after months of intensive study and testing, Chrysler Corporation announced that the Dodge Viper, powered by an aluminum V-10 was a "go."
Dodge Viper production began in May 1992 at the New Mack Assembly Plant and was moved to Conner Avenue in October 1995. Viper V-10 engine production transferred from Mound Road Engine to Conner Avenue Assembly in May 2001. In 2008, Dodge introduced the all-new, fourth generation Dodge Viper SRT10. With more horsepower, more torque and more than 30 exterior and interior color combinations, the latest Viper gives enthusiasts the performance they expect on the track and off, with more factory customization options than before.
For 2009, the Dodge Viper SRT10 offers outrageous power, with an 8.4-liter, 600-horsepower (450 kW) V-10 engine contributing to blistering acceleration (0-60 mph in less than four seconds, 0-100-0 mph in the low 12-second range), setting an American sports car benchmark.
To date, more than 25,000 Dodge Vipers have been built.
Reader Comments (Page 1 of 3)
NicksGarage 5:13PM (7/10/2009)
Very good move by Chrysler. Either keep building it or discontinue it until better times come.
Reply
Frank 5:15PM (7/10/2009)
As long as they can make a profit on it I hope they keep building it. When the economy recovers maybe there will be enough business to produce a new generation. I'm glad they're not selling it.
Jei 6:40PM (7/10/2009)
Maybe the Fiat/Chrys CEO really saw that the Viper could still be further refined for future production versions. And if revisions are properly handled, the Fiat brand may be able to capitalize on the platform for either a European offering or a Fiat offering in Europe.
It would be nice to see some sort of development project re-materialize b/t Chrysler and M-B to maybe use a version of the SLR platform to make the next Viper.
naggs 8:33PM (7/10/2009)
they will keep building it because the investment has already been made by old/bad/dead chrysler. now its a money maker
Judy Zik 12:37AM (7/11/2009)
This one is pretty simple. Putting it up for sale helped make it look like they were serious about restructuring and helped make the bean counters at Cerberus happy. Now that their new owners happen to be the same company who has brands like Ferrari in house why not hang onto the Viper? The current model is pretty fresh and likely saw an uptick in sales. When it comes time to update it again they can count on some help from their corporate brothers in Italy.
Hopefully this marks the end of the hack and slash sales at the Detroit 3. Ford needs to keep Volvo and if things don't work out with Magna the new GM should just keep Opel and squeeze the German government for some help.
M-Nemesis 2:50AM (7/11/2009)
Totally disagree... It's time for Crysler to cut the losses and get on with business. They have too many brands that are not offering any added value to the company and do not present any value propositions. Sure they have vested technology, capital, yada yada yada, but end of the day, they are a company that is floating on tax dollars. Time to restructure and get rid of the dead wood (ex. dodge). Look at Ford for example, should they have sold Jag, LR, most of their Mazda ownership, AM, and Volvo? By your same priciples no... But it makes sense for business and Ford is benefiting by not being the free money pirates that GM and Crysler are.
-M.
Thunderbuck 7:12AM (7/11/2009)
This may be more of a "branding" decision than anything else.
I have no idea whether the Viper was a moneymaker for Chrysler or not. Certainly, most of the tech's old enough that it can't be costing them THAT much to make, and it brings a handsome margin.
I'm guessing the final push is that this presents very visceral evidence to Dodge's brand loyalists that the company isn't really changing THAT much, even if the Fiat 500 is going to be wedged on to the showroom floor as well.
Not saying it's a bad idea, or that the good guys didn't win here, but the suits have their reasons for making these decisions...
Danimal 5:17PM (7/10/2009)
That ACR in black is THE most badass car to come out in the last five years, and I'm not even a Dodge guy.
Reply
AZZO45b 9:00PM (7/10/2009)
Chrysler Design VP Ralph Gilles drives a black Viper ACR (with a dark silver stripe replacing the red one) Perhaps Viper had more "friends" in the executive tower at Auburn Hills???
abbas350 12:48PM (7/11/2009)
easily the coolest american car ever
EskimoPie 5:17PM (7/10/2009)
I love how the stripe is continued over the steering wheel.
Reply
aj121489 5:25PM (7/10/2009)
Damn I never noticed that haha that is pretty cool
cdwrx 6:24PM (7/10/2009)
...and through the rear wing upright.
Venom 8:52PM (7/10/2009)
Thanks for pointing that out, I did not even notice at first.
That is pretty pimp.
MemphisNET 5:24PM (7/10/2009)
Cerberus/Shareholders wanted it gone to generate cash. Nothing more. Fiat see's value, and value there is.
Reply
BrianFL 5:24PM (7/10/2009)
I'm still surprised the Greenies haven't lobbied the Government to make them stop building these great machines.
Reply
Mr.Oak 3:33PM (7/11/2009)
.....and thank you for suggesting it to them now.
cooperaaaron 5:25PM (7/10/2009)
Make some different Viper models.
Reply
Ken 5:30PM (7/10/2009)
I'll take heat for this, but why not take the Viper to the next level (lighter, more power, more insane), and intro a V8 Corvette killer ($50-60k)? Big V8, 6-speed manual, RWD, light, no BS - but more affordable and more livable.
I seriously doubt Viper will last for more than another 5 years unless they have something that sells more units to complement the real deal. The Viper is awesome, but there needs to be something with some volume to compete with the base Vette.
Reply
andre lavoie 5:40PM (7/10/2009)
love the idea