Since we all get to be armchair quarterbacks about this, I can pretty much say that the entire program has had 'teething pains' and self-inflicted wounds.
SRT projected 2000+ cars to be sold. This was very aggressive, but it also meant that they were anticipating the Viper program to be cash flow positive. Regardless of the outcome of such a wide deviation from the projected sales to actual sales, one has to address what went wrong before being able to forge ahead.
1. Delayed production. Preselling vehicles in late 2012 but not getting them until well into the summer 2013 was a killer. Guess this isn't a problem anymore.
2. Loyalty. No incentives for previous owners to upgrade. Corvette owners (VIN in hand) get a nice little discount for buying a new Corvette. Say what you will about Vette owners, but they are a loyal bunch, and they get rewarded for doing so. SRT should have knocked off 3k off of a SRT and 4k off of a GTS for any owner of a Viper, and an extra $1k off for current VCA members. Other bonuses should be given for Chrysler owners and veterans...
Chrysler should also introduce a charity donation matching program...donate to a specified list of charities and Chrysler will knock off half the donation amount off SRP and donate the half in cash to the same charity (up to $5k). They could call it the Viper Charity Drive or something...the buyer would also get the charity donation receipt as well for tax purposes and feel good about donating as well as getting their shiny new toy.
3. The Order of Delivery. Dealers getting cars before anyone else. This was pretty hard to deal with since the people who were custom ordering were basically the last to get their cars, maybe there's still some people waiting for their orders from 2012. Viper owners want to show off their new cars, and having a dealer have a Gen V sitting unsold while others are waiting implies that SRT didn't value the pre order customers.
4. Review cars being unfinished/uneven quality or just plain broken. No idea why MT got a busted up Viper that wasn't prepped properly.
I was talking to one of the high ups at Motor Trend right after the Best Driver's Car got published and he said SRT had not given MT any explanation nor apology about the poorly prepped Viper that was delivered to them. Someone at SRT dropped the ball ******* that one, and no one was allowed to/bothered to try to reach out to MT. Epically bad form for Chrysler/MT to not follow up on that. Something is not right when that happens. Given the previous reaction that MT had to the Gen V I was surprised that SRT even bothered to send a car, since every indication was that it wouldn't place well anyhow.
Also having the Viper not dominate the outgoing ZR1 didn't give anyone any feel goods either. Gen V Vipers needed to be presented better, or the messaged managed better, in order to ensure better PR. Bad PR doomed the Viper to being written off as 'more of the same unrefined/junk' prejudice that pigeonholed the previous Vipers.
5. Pricing. The base price wasn't bad, but the escalation of price was pretty hard to stomach. Porsche priced options aren't taken very well, so cribbing some of the pricing from that model was a big mistake. $4.5k and $5k stripes were pretty brutal. Also disallowing mix and match of all the SRT and GTS configs was niggardly as well, most people couldn't get over the GTS premium just so they could get an extra option that wasn't available on the SRT. Pinning the LE cars at an eye watering $140k made it tough to bear as well.
The people doing the business case must have known the risk in pricing the product at $100k and $125k, but they went ahead with it anyhow. Those people shouldn't be allowed to work on any pricing of the products, since they missed the mark by such a wide margin.
6. Configuration. This goes hand-in-hand with the pricing. The Gen V car is different from the Gen IV, but performance wise it is an evolution. The styling is derived from a Gen II. In doing that they didn't peg the WANT meter for a lot of people. 640hp is good, but a lot of people were expecting more. Also, those who have/had a 600hp Gen IV want to be able to extract more power from their cars, and the Gen V locks them out just as hard as before. Unlock the engine controller on the Gen V to get more hardcores to trade up.
Premium pricing means that the buyer profile is also different. This means that auto/DCT is a must, because all the competitors have auto boxes in this segment. The take rate on DCTs vs. Manuals was 9:1 on Lambos when the manual was offered. That isn't much higher than your average family box...3-5% take rate. Consumers have had an overwhelming preference for auto boxes, and now that DCTs shift faster/better than any person can, the Viper should offer an auto box as well.
Also having one configuration (coupe) at launch is yesterday's news. All other manufacturers have multiple configurations at launch. Convertible and ACR need to be fast tracked instead of delivered in dribs and drabs. Yeah, SRT had no money for the launch, but now that the Viper is here there is no excuse to not be hitting the convertible hard and working on ACR/GTSR variants. Half measures and hesitancy will mean the end of the Viper program.
7. Dealers. Not having a test car at the dealership makes it tough to sell, especially when most other competing brands allow test drives. Something has to be done about that, and it looks like solutions are being introduced now. But that's a year late.
The Viper should have a demo/valet mode to prevent novice/new drivers from getting into trouble. Having a demo car locked from revving past 4,000rpm would be a decent way to reduce the accident potential but allow a decent taste of what the Viper has to offer. Chrysler could also release a bunch of demo cars that will be bought back specifically for customers to test, then used for track cars on the SRT experience later on.
8. Racing. About the only part that has been OK so far. GT3R. Chrysler needs to make 100 of those (replica) for the street at $165k.