The SRT experiment is over.

[Supr_Vlln]

The SRT Viper is dead. Long live the Dodge Viper.

http://jalopnik.com/the-viper-is-once-again-a-dodge-and-the-srt-brand-is-de-1572341650

 

[Flexx91]

And if they don't come up with a cleaver way to sell the current Gen IV, then long live the Viper period. Still can't believe that no one thought they could out price the market for these vehicles.

 

[Mopar Steve]

This is an example of Epic FAIL by the marketing department. There are people with a disposable income such that they could make a purchase like this but have no idea there is a car like this to purchase. Here we are 20 years in production and i still have people come up and ask "What is that?" or, "I didn't know Dodge made anything like that" or the best, "Is that a Corvette?" That should NEVER happen. Chrysler/Dodge/SRT dropped the ball in marketing this and many of their vehicles. Advertising to the Automotive crowd is like preaching to the choir, they have heard it before and already know, the people they need to reach are the masses that travel outside the world of cars every day. They pulled out of NASCAR to free up money, spend some on marketing the flagship vehicle.

 

[DodgeViper01]

This was a dumb idea from the beginning. Creating a separate company to sell the "performance enhanced" versions of vehicles already sold under a different brand is just plain confusing to the consumer. You still get the vehicles serviced at a Dodge dealer, you still buy the car from a Dodge dealer, why the heck confuse everyone?!? You don't see AMG (Mercedes), M (BMW), GT (Porsche), F (Lexus) doing this crazy marketing stunt and they are MORE successful than SRT! The good old saying of don't change what isn't broke holds true here more than ever!

 

[Supr_Vlln]

The part of the article that caught my eye were these lines "Even if it isn't selling well, there is still a refresh planned for mid-year 2015. Hopefully this reignites the flame under the storied car."

Will be curious to see what new stuff they have planned for mid-2015. They gotta do something to stay ahead of the upcoming 2015 Corvette Z06...and of course there is still the Challenger Hellcat to consider. Obviously the Viper will have exclusivity, but at their current price point that is not enough.

 

[PeterMJ]

I told ya all long time ago so Outside of Autotrader, nobody, including Dodge dealers ever acknowledged SRT as a brand anyway. Time for new business cards for Ralph

 

[swexlin]

This is an example of Epic FAIL by the marketing department. There are people with a disposable income such that they could make a purchase like this but have no idea there is a car like this to purchase. Here we are 20 years in production and i still have people come up and ask "What is that?" or, "I didn't know Dodge made anything like that" or the best, "Is that a Corvette?" That should NEVER happen. Chrysler/Dodge/SRT dropped the ball in marketing this and many of their vehicles. Advertising to the Automotive crowd is like preaching to the choir, they have heard it before and already know, the people they need to reach are the masses that travel outside the world of cars every day. They pulled out of NASCAR to free up money, spend some on marketing the flagship vehicle.

What Steve says is correct. I had an older woman come up to me at a show on Saturday, and asked me what the car was. When I told her, she said, "oh, they're not making them anymore" I corrected her

 

[Free2go]

This is good news! What I'd like to know is this: Are the SRT branded Vipers going to be collectible or are they going to be bastardized?

 

[wikkid]

This should get interesting. What happens to all these non sold Vipers just sitting on lots. Let's see where the deals do to now. What a disaster the SRT marketing scheme was from the beginning.

 

[kilr4d]

What a colossal f**k up.

 

[viper vince]

Does this mean any dodge dealer can order a viper and not have to pay all that money for training ?

 

[AZTVR]

What a bunch of rosie richards we have here.

I'm betting that there would never had been a new Gen V Viper if not for the overall SRT brand concept with Viper leading the brand. The Viper was dead at "Dodge." That is my take on this. You all probably have more insight into the management and business factors at Chrysler than I do, so, I'm probably way off base


______________________________________
Jim, '02 GTS ACR -- sold --

 

[Nsane1]

You know, AZ is probably right, it might not exist if it wasn't for the halo concept. I honestly think if we could have really built a cool "upmarket" brand in SRT it could have stuck, like the Maybach, kind of it's own brand. But it never really got traction, still sold in Dodge stores, kind of an after thought. So it was always half-way there.

So yea, I agree, it probably never would have gotten legs, too bad it never got up to walking... However, timing is everything, back in 2010, there was no money, no we are awash with cash, so perhaps Dodge wants their halo back now that they have the cash... Let's go Dodge, 700hp beast please, bring back your namesake with huge fanfare.

 

[Fatboy 18]

I wonder if this will affect the racing program? The money SRT must have thrown at getting product recognition around the various race circuits was huge, Really does seem to have been a massive marketing fail

Will we now see the word Dodge reappear on the new Vipers? Wonder if any marketing staff will be made redundant as a result of this fail?

 

[ViperJohn]

I wonder if this will affect the racing program? The money SRT must have thrown at getting product recognition around the various race circuits was huge, Really does seem to have been a massive marketing fail

Will we now see the word Dodge reappear on the new Vipers? Wonder if any marketing staff will be made redundant as a result of this fail?

JRT was the marketing arm for Dodge in the past, I would assume they still are. The automotive industry is always very fluid......one of main reasons I never got into it.

 

[viperprowler1]

Guys....I was a Dodge dealer for 33 years. I can clearly recall sitting in a Dodge Dealer Advisory Conference (a dealer group made up of one Dodge dealer from each district in the Zone elected by the dealers in that district that met with Dodge management for confidential discussions several times a year) meeting about 1989 when the Zone Manager showed us photos of this rumored Supercar named Dodge Viper. We were all shocked with what we saw as that was the era of the K-car and Minivan. I vowed to own one of those amazing cars if and when they became available and I wound up with a 1994 RT/10 and then a 1996 GTS Coupe in Blue and White and many more to follow. We just sold our 2008 SRT-10 'vert and still have our 2008 ACR ********* Edition. If it wasn't for the original skunkworks secretly working on the first Viper there would have been none. If it wasn't for Ralph Gilles and his dedicated crew working in virtual secrecy, there would have been no Gen V Viper. Changes in management and economic fortunes can boost or kill such a Halo car like Viper. Even Corvette almost met its demise more than once. Let's not let our beloved Viper wind up on the ash heap of history if we can do anything to help it. Support your Viper Clubs...support your local Dodge/SRT dealer...support those local Viper tuners and specialists...buy those new and used Vipers and parts and accessories and apparel, etc. Don't let this amazing car leave this blue marble. Vipers forever. Long live and prosper Dodge Viper!!!!!

The SRT Viper is dead. Long live the Dodge Viper.

http://jalopnik.com/the-viper-is-once-again-a-dodge-and-the-srt-brand-is-de-1572341650

 

[Thom]

Now, if only the V-10 RAM truck owners would stop calling their truck a Viper because it has a V-10...

 

[swexlin]

Now, if only the V-10 RAM truck owners would stop calling their truck a Viper because it has a V-10...

Depends. I had a 97 2500 V10 with the iron block (great truck, by the way) and I never called it a Viper. The SRT10 Trucks are called Viper trucks.

 

[pathoguy]

What I'd like to know is this: Are the SRT branded Vipers going to be collectible or are they going to be bastardized?

Traded my 06 coupe for srt base. It does not have to be one way or the other. It's a car that I drive often and expect to put 10,000 miles a year with it, so it has no collectible value for me. The SRT badging on the front side, distinguishes it as the base model, that's all. Having a Dodge logo added does not change the car. In fact the only place it says VIPER is on the gas cap cover.

 

[viperprowler1]

I doubt it will make any difference. Parsing..." A Viper by any other name would smell as sweet". Seriously, it will be the same situation as when Chrysler changed the Prowler from "Plymouth" Prowler to "Chrysler" Prowler. They are awesome cars no matter the name. Personally, being an old Dodge dealer, I am pleased that it is back in the Dodge stable where it belongs.

This is good news! What I'd like to know is this: Are the SRT branded Vipers going to be collectible or are they going to be bastardized?

 

[Paul Hawker]

Viper says it all for me. Not that big of a deal if it is SRT, Dodge, Chrysler or FIAT (Gonna take a while on that FIAT thing)

Viper has always been pretty independant. Going their own way to produce a Kick Asp road racing sports car with their signature aluminum V-10.

What ever it takes to survive and prosper is good enough for me. Don't really care what dealership name is on the building.

Back under the Dodge umbrella works fine for most of us.

Being VIPER is Viper enough for me.

 

[VRYALT3R3D]

Now, if only the V-10 RAM truck owners would stop calling their truck a Viper because it has a V-10...

Ram Power. Viper Speed. Together at last.

http://web.archive.org/web/20040411...0/index.html?context=ram_truck&type=bottomImg

The almighty 2006 Ram SRT10 twists bold Ram power with cutting-edge Viper design and technology-inside and out. Interior race appointments include
Push-button starter
Power-adjustable aluminum racing-style pedals
150-mph speedometer
White-faced racing-style gauges
Separate Oil Temperature gauge on A-Pillar[/I]

http://web.archive.org/web/20060812045038/http://www.dodge.com/srt-10/design_technology.html