Many good points made in this thread. While we agree on some common factors holding back sales, and differ on others based on our personal preferences, there's little consensous on what needs to be changed first. If you addressed and implemented everyone's ideas you'd definitely end up with a much more effective SRT marketing effort, and an improved network of dealers. The costs would be horrendous, and I doubt you'd end up with a Viper that was any more financially feasible for SRT, or as desirable and affordable for Viper owners and enthusiasts. If price was driven up-market then it would go head to head with cars that currently dominate that segment, and those buyers have different preferences than the traditional Viper buyer. As price goes up the cache of the brand becomes paramount. Could the brand's cache be changed quickly by any new offering? Not a chance. SRT builds a great car at CAAP, but that's not the reputation that many know, and its perception is an anchor around its neck.
The Viper is an anomoly in so many ways. It needs to differentiate itself from the mass produced hi-po muscle cars, Corvette and its own Challenger, by being unique, exotic, rare, and more expensive. And it needs to be both appealing and more affordable than the other exotics to lure those buyers away from the brands with cache, and that sell and service at a very high level of competence. I personally can't see the market letting SRT and Viper change much at all, and the preoccupation that everyone has with suggesting many major changes is pointless. SRT knows what went wrong, where they need to improve, what everyone thinks about it, and will have a plan as to how they're going to move forward. We likely won't be told about their plans, but hopefully see some evidence of it in the near future to calm the restless.
While sales have been very slow, I bought one for the first time, and can share the reasons why. I don't presume to be necessarily a typical Viper buyer, or typical of a first time Viper buyer, but these are what I saw as the Viper's core strengths that appealed to me, and if they apply to a lot of others also you might not want to change them. Every car has their own, but these are the unique ones that sold me:
-Thrilling driving experience. I have/had some great sports/GT cars, but if I was going to buy another it had to be over-the-top, and not just another great car. Something exciting, even to drive slow.
-Had to be rare and exclusive. I've always had rare and collectible toys. I've never owned a mass produced sports/GT. A big part of the special appeal, and pride of ownership, comes from being rather unique. To be that perhaps means it has to be flawed by most peoples standards...raw, loud, expensive, awkward, whatever.
-Had to be suitable for reliable track day use, driving to and from in acceptable comfort, without modifications or hauling tools and swapping wheels at the track. Been there, done that, no more. Didn't need to be the fastest track day toy, but did need to be competent handler and competitive on whatever tire I use on the street. I chose the TA, but any Gen V could have worked.
-Had to have a manual transmission. Autos and DCT may be quicker shifting, provide faster acceleration and lower lap times but I couldn't care less personally. I was amazed how fast and easy to drive my XKR was with its paddle shifters on the road course, how thoroughly unrewarding that was, and how quickly the novelty wore off even for street use. If it had a manual I'd have kept it, but instead its being traded in for the TA. Manuals have becoming less common, but I can see them making a come-back.
-Had to be a more traditional and "elemental" sports/GT. One that focuses more on the basic controls, and less on convenience and luxury features. I wanted a fully involving car for both road and track use, and a car whose performance is fully dependant on the driver's skill level. You can marvel over the technology and nannies that modern cars utilize to add control at the limits and lower lap times, and I'd want every one of them if I was out to beat all, or if I hadn't spent years developing high performance driving skills, but what engages and rewards me the most is when a car demands me to control it. That's where I get my personal satisfaction, and I always turn off whatever driver aids I can once I'm comfortable on a track. The Gen V has a useful stability control for normal street use, and I can dial it back or completely off on the track. I'm all about the challenge of high performance driving, and where I want a capable car, I want as little inbetween me and its control as possible.
-Classic sports car styling elements from the 60's. Front engine, rear wheel drive, long hood and curvacous body work. Many of the most beautiful sports cars and exotics came from that era. Where some feel the Viper's design needs to change to appeal to them, the fact that it was simply refined is what appealed to me. Those classic and timeless good looks are shared among all generations, and I can see why many would need over-whelming advancement in any new Viper in order to justify parting with theirs and making the sizable investment.
-I wanted to buy new. I've usually bought used in the past to save a lot on depreciation, but at this point I can afford to buy new and enjoy the benefits that entails. I also tend to keep my cars forever and depreciation isn't the factor that it would be otherwise. I was ready for a new toy for this summer, buying a used TA isn't an option, and wouldn't expect a used one to sell for much less because they are so limited.
None of those requirements were negotiable, and there's no new car that met them better than the Gen V. If I didn't buy it I would have been happy to continue to use the cars I have until I found something that was better. I don't drag race, I don't do 0-60 styling standing starts, Launch Control means nothing to me, AWD is useful for a daily driver but not something I particularly want in a sports car, peak hp for bragging rights is cool and all, but what I can really appreciate is a powerband and gearbox that is a blast to drive and kick butt with for a little spirited driving and at the track. The Gen V delivers that kind of power in spades.
So for me I didn't need the Gen V to offer a big power increase over what it was, or a certain peak power number for bragging rights, don't want to mod the engine, didn't want or need an auto/DCT or the latest tech, love the timeless styling and simple but refined interior, and it should be the perfect track day car that's also a blast to drive for a little other pleasure use where there will be a real sense of occasion. In fact, the only thing I think I would change about the car is to have a better sounding exhaust that would probaby necessitate a rear exit design.
I should receive the car within a month and expect the dealer sales and service to both be very good, and beyond that I don't concern myself with SRT's sales, marketing and dealer network issues. None of that affects me or will have any bearing on my enjoyment of the car. We all want SRT and the Viper to succeed, and to find the best car to suit our own needs. If that's a Gen V, perfect, if it'ssomething else, great, but it really is time to stop complaining about what the Gen V isn't, and appreciate it for what it is. Gen V owners are thrilled with their cars and like them just the way they are. Hopefully many more prospective buyers will discover what the Gen V has to offer.
Bruce
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