NewUsed

Find by category:

Exhaust Notes

Not Every Chrysler Dealer Gets to Sell SRT Viper

By Larry P. Vellequette, Automotive News

By AutoWeek Jul 23, 2012 2:03PM

The 2013 Viper SRT is expected to go on sale this fall. Photo courtesy of Autoweek.




The redesigned 2013 SRT Viper will be sold at about one in five Chrysler Group dealerships, says Ralph Gilles, head of the high-performance SRT brand.


To qualify for the sports car, dealerships will have to train staff, buy special tools and improve their facilities.


"We're going to open it up to any dealer who can put the money forward and the training, but it's going to be pretty difficult to hit all of those things," Gilles said during a broadcast interview with journalists in Detroit this month. "You've got to have the training, the facilities, and some history of selling Vipers and SRTs in general."


Gilles said the additional requirements that Chrysler will impose "will boil it down to where 15 or 20 percent of our dealers will carry the car."


The redesigned Viper was revealed in April at the New York auto show with a 640-hp, 8.4-liter V10 that generates 600 lb-ft of torque.


The revised engine has 40 more hp than the one in the previous Viper, which was branded as a Dodge and discontinued in 2010.


Pricing for the 2013 Viper hasn't been announced. The previous hardtop was priced just under $100,000. It is expected to go on sale this fall.


"We can't legally stop someone who's sold a Viper in the past from selling it, but we can make it a little difficult because we know that there's going to be a new breed of customer coming," Gilles said. "So we want to make sure they have a great experience."


David Kelleher, chairman of the Chrysler National Dealer Council and a dealer in suburban Philadelphia, said the car's limited production run would not allow for each of the automaker's 2,400 dealerships to have one.


Chrysler has not said how many Vipers it intends to build each year. The Viper's best year was 2003, when Dodge sold 2,103 Vipers in the United States.


Content provided by Autoweek.

Get more Car News from Autoweek.
Get the latest Car Reviews from Autoweek.

3Comments
Jul 24, 2012 9:58AM
avatar
Verum, you hit target bulls eye.  Why would a dealership want to spend money on a vehicle that is only sold to the very wealthy and at such low volumes.  This makes no business sense whatsoever.  Viper will die on the vine in 3-5 years with this strategy.  Dodge will have to support its dealership network in some way to compensate.
Jul 24, 2012 2:57AM
avatar
Limiting which dealers get to sell the Viper makes sense.  In the past, a dealer might only get 1 Viper per year.  How do you gain experience selling $100,000 cars to wealthy customers when you only have one transaction per year?  Selecting a small number of specialized dealers that can treat the customers with high expectations right is a smart thing to do.  Chrysler should be using the Viper to up the customer experience ante for ALL of its dealerships....which seem to be lacking across the board when it comes to customer relations.
Report
Please help us to maintain a healthy and vibrant community by reporting any illegal or inappropriate behavior. If you believe a message violates theCode of Conductplease use this form to notify the moderators. They will investigate your report and take appropriate action. If necessary, they report all illegal activity to the proper authorities.
Categories
100 character limit
Are you sure you want to delete this comment?

ABOUT EXHAUST NOTES

Cars are cool, and here at MSN Autos we love everything about them, but we also know they're more than simply speed and style: a car is an essential tool, a much-needed accessory to help you get through your day-to-day life. What you drive is also one of the most important investments you can make, so we'll help you navigate your way through the car buying and ownership experiences. We strive to be your daily destination for news, notes, tips and tricks from across the automotive world. So whether it's through original content from our world-class journalists or the latest buzz from the far corners of the Web, Exhaust Notes helps you make sense of your automotive world.

Have a story idea? Tip us off at exhaustnotes@live.com.