SmokinV10
Enthusiast
If Dodge is trying to appeal to the more "middle-of-the-road", Mild, less hard-core buyer, then I think they missed the boat here. Lets classify this buyer. The car is going to cost $80-90K. So that makes him a somewhat wealthy individual (the average joe cant afford our cars). He requires more amenities and does not want to sacrifice too much comfort for convenience (otherwise they would have made a car more like the Gen I or II). So what market is this? This is the Ferrari, Porsche, BMW, Mercedes Benz market. These guys want prestige prestige prestige. These are the same guys over there in the other Forums saying that no matter what our cars are "just a Dodge". These are the guys who need Stability Control, Traction Control, a Heads up Display, Power Seats, Adjustable power steering column. This is the ultra-high end corvette buyer. This guy cares what everyone thinks. He wants a civilized car.
The problem is now, the viper doesnt really do anything well. Yes it appeals to the current hard-care Viper owner with its engine. But its interior, refinements, and styling turn us off. It appeals more to the less-********* buyer, but wont beat porsche, ferrari, masserati, lamborghini, MBZ, BMW in prestige. DC doesnt have the loaner car infrastructure, and the pretty facilities that these buyers expect when they take their car into service. No Cappuccino, no leather sofas in the waiting room. These buyers dont want to be sitting next to the blue-collar neon owner when he is waiting for an oil change. So what DC has created is a Car that appeals half way to everyone, But not all the way to anyone....thats not smart marketing. That is delivering a POOR VALUE PROPOSITION.
I had a Stanford University Marketing professor who taught us how to deliver good value prositions. There was a case study on how Levi Strauss tried to make suits. No ONE BOUGHT THEIR SUITS! Why? Because who wants a suit that is off the shelf and says levi strauss? They tried to appeal to both the high end and low end customer at the same time, but did neither well. This is BASIC marketing and they are failing. I think we are seeing the beginning of the end of the Viper. Thats my $.02....more like $1.02
The problem is now, the viper doesnt really do anything well. Yes it appeals to the current hard-care Viper owner with its engine. But its interior, refinements, and styling turn us off. It appeals more to the less-********* buyer, but wont beat porsche, ferrari, masserati, lamborghini, MBZ, BMW in prestige. DC doesnt have the loaner car infrastructure, and the pretty facilities that these buyers expect when they take their car into service. No Cappuccino, no leather sofas in the waiting room. These buyers dont want to be sitting next to the blue-collar neon owner when he is waiting for an oil change. So what DC has created is a Car that appeals half way to everyone, But not all the way to anyone....thats not smart marketing. That is delivering a POOR VALUE PROPOSITION.
I had a Stanford University Marketing professor who taught us how to deliver good value prositions. There was a case study on how Levi Strauss tried to make suits. No ONE BOUGHT THEIR SUITS! Why? Because who wants a suit that is off the shelf and says levi strauss? They tried to appeal to both the high end and low end customer at the same time, but did neither well. This is BASIC marketing and they are failing. I think we are seeing the beginning of the end of the Viper. Thats my $.02....more like $1.02